KU-CROISSANT

anq. is KU-CROISSANT’s own-produced flagship jewelry brand, launched in 2007 drawing on the company’s expertise in its select business, which has dealt in jewelry by overseas brands and designers. Centered on combinations of colors and materials, it offers a broad collection featuring cotton pearls, natural stones, K10, and other materials, and is produced at an atelier in Ginza. While anq. -AO- focuses on natural stones, anqanq. handles trend-oriented items, and ieLS proposes genderless pieces for everyday use, anq. is positioned as the central line covering a broad range of materials and designs.

ieLS is a produced brand launched by KU-CROISSANT in 2022. Building on the menswear offering of the former KUCROMEN, it combines the previously separate men’s and women’s collections into one. It is characterized by its focus on being metal-allergy-free, ageless, and genderless, and proposes jewelry that can be worn according to personal preferences without limiting it by gender or age. While anq., with its broad range of materials and designs, forms the core of the company’s own jewelry, ieLS is positioned as a more accessible line that broadens opportunities for everyday wear and its target audience.

KUCROMEN was the former name of a brand that KU-CROISSANT developed for men, providing the men’s offering in the company’s jewelry business. On February 25, 2022, it merged its previously separate men’s and women’s collections and transitioned to ieLS as a brand to be enjoyed regardless of gender or age. It is therefore positioned as the predecessor to ieLS rather than as a current independent line. The brand name also reflects how KU-CROISSANT’s own-brand offering developed toward a direction that does not limit itself by gender.

anq. -AO- is a specialized jewelry line derived from KU-CROISSANT’s in-house brand anq., centered on natural stones. Using natural stones formed over long periods of time, it offers everyday jewelry that focuses on the beauty of the stones and wearing comfort. While anq. itself combines a variety of materials, including pearls, silver, and K10, anq. -AO- is characterized by its clear focus on a single material category: natural stones. It is positioned as a derivative line that adds specialization to anq.’s collection.

anqanq. is a sister brand that emerged from KU-CROISSANT’s in-house brand anq. It offers jewelry and accessories designed with trends and fashion pairings in mind. Its range includes earrings and necklaces made with K10 and natural stones, as well as items in stainless steel, with a product selection suited to everyday styling. While anq. offers a broad range of core jewelry and anq. -AO- specializes in natural stones, anqanq. places greater emphasis on trends and styling, broadening the entry point for choosing items with a fashion sensibility.