niime 百科

Encyclopedia of niime

On this occasion, I had the opportunity to interview the shop team. Here at the shop, it overflows with a sense of spaciousness, bright light and a breeze. The staff serve by helping customers choose colourful various one-item products. They try to create a connection with the customers. I interviewed Sayori Fujita, Chiemi Matsumoto, Mie Tanaka, and Yukari Kageyama who have the fundamental role of connecting products and customers by asking them about real situations at the store.


〈The interview occurred at the shop after a busy, consecutive holiday.〉


Thank you for your hard work, and I appreciate you taking time out of your schedule for this interview. How is the shop doing, currently? It’s been a few months since it reopened.

Fujita

Well, we had more colour variations than before, but we decided to use fewer works. I have had more chances to be asked about colour variations by the customers.

—— You have increased the number of products. For your displays, you have changed to movable shelves, which may be a proposal-based style.

Matsumoto

Yes, we have added more daily-use items such as bags and umbrellas, which customers can enjoy. After the Pandemic, our customer base changed because of the “tamask”. After the store renewal, new customers could enjoy coming to see the store, and regular customers enjoy the changes, leaving comments like, “The atmosphere of the store has changed”. I am glad that both types of customers enjoy coming here.

—— By the “tamask”, what do you think of having more customers?

Kageyama

We had more female customers before, but now we’ve increased the number of men, or others than come with their families.

—— Did you increase the number of customers after the Pandemic?

Fujita

Yes, they are increasing. Ah! Some customers even come here because they think it’s safe here.

—— Oh… I see.

Fujita

Yes, there are some like that. They feel safe here.

—— Do you think they consider the environment around here as well?

Fujita

The customers feel secure because the store is surrounded by nature which isn’t usually crowded. And the store is well-ventilated which helps them to feel safe as well.

—— Do they come here because they knew you renovated the shop and they expected to see the open-air shop?

Fujita

We had closed the shop for a time due to the renovation, which they would know due to the announcement, but I don’t think they came for that.

—— I see.

Fujita

I think they feel secure here.

—— They feel something comfortable about being here.

Fujita

It is not because it is well-ventilated after the renovation.

—— I see.

Fujita

What is that? There must be a unique feeling they could feel.

Matsumoto

That’s right. Only this place has it.

Tanaka and Kageyama

(laugh)

〈 Everyone keeps thinking, but can’t express it. 〉

Fujita

Yeah, they feel something.

—— There is a unique feeling, but it doesn’t exist as an object.

Matsumoto

You could feel a particular atmosphere, right?

Fujita

Maybe the atmosphere, which we cannot see. (laugh)

—— There is a power you can’t see. “The feeling to make you feel comfortable” is powerful.

Fujita

You are right. Many customers mentioned they like to come here because it makes them feel energized.

—— I see.

Fujita

Some customers leave here saying, “Thanks for giving me strength!” Maybe it is some sixth sense they feel here?

Matsumoto

They may feel this is the place where you can get spiritual energy. (laugh)

Kageyama

Some say they feel so good to be surrounded in the colours.

Tanaka:

Today, we had a customer who told me that she has been staying home, not able to go outside anywhere for a while because of COVID. She came here after wondering where to go. I think many customers are stressed due to isolation and want to enjoy shopping and picking out different things.

Matsumoto

Some left here saying that they gained energy after visiting here.

Fujita

Some say they came here because they wanted to get energized or feel so happy to come here because they gained power.

—— That’s wonderful. Are those customers regulars who leave those comments?

Fujita

No, even the first-time customers do.

Tanaka:

They expressed their happiness.

Matsumoto

Some mentioned they would surely come back again.

Fujita

There are many saying, “Which one should I see first? I don’t want to ever leave.”

—— They take their time.

Fujita

Yes.

—— I see. They walk around the buildings.

Matsumoto

Some say they feel refreshed back at the river.

Fujita

They feel purified to walk around Okanoyama behind our Shop and Lab.

Matsumoto

They say each time they come, they visit the area behind us before going home.

—— I understand. I feel there are excellent responses to the incredible feelings, including the surrounding environment, which the shop provides. The wind comes in the shop, the shawls swing, and the light goes through.

Fujita

They make you feel bright.

—— Well, you have told me about the present situation. Would you tell me what brought you here and what you hope for in the future?

Matsumoto

I am Chiemi Matsumoto. I saw the ads of the boss hanging the shawls in the sun. That got my attention and made me want to work here.

—— Oh…

Matsumoto

It was so pretty that the colours, the wind, the light and the sky are all unified. It said to send the resume, which I am not good at, but I acted and wrote it immediately.

—— I see.

Matsumoto

I usually don’t take action, but I wrote and sent it right away when I saw that ad. I came here feeling so great for the interview. It was lunchtime. I wish I could have lunch here…I wish I could work here. (laugh)

(laugh)

Matsumoto

I was at home when I received their reply, and since then, I keep those same feelings and enjoy working. As to my age, I would like to keep working as one of the shop clerks. I hope to be loved by customers and to be helpful to the other staff.

—— Wow! You were able to summarize very well without having me ask you anything. Just one more thing I want to ask you: when did you start working at the shop?

Matsumoto

It was two years ago. This is my third year.

—— You are just getting into the third year, correct?

Matsumoto

Right.

—— Thank you very much. Next, please.

Tanaka:

I am Mie Tanaka, and I work at the shop. I was working at the department store before that. They had dealings with Ms Tamaki for about ten years. She came to the store, and I met her. For the first time, I had a chance to touch shawls made from the cotton, which was the only materials they had at that time. I was so impressed with their softness, which was completely different from other brands that I had experienced at many exhibitions. Therefore the department store had dealings here, and I knew the store staff, who are all friendly people. After retiring from the department store, I helped to sell at “tamaki niime” events, and I started working here last May.

—— You were attracted to the products of “tamaki niime” long before. How do you feel working at the shop?

Tanaka:

Well, in most cases of creating new products, they generally use the opinions of the sales and business staff, but here, people who have a direct hand in it go through trial and error to create new products. Due to their ideas, there are many items which other creators don’t have.

—— I see.

Tanaka:

They are not the usual low-risk products, but great products because they aren’t available anywhere else. The new product “Tamasha”, which will be on the market soon, is one of them.

—— Ok. Now, would you tell us your hopes for the future?

Tanaka:

I just arrived in Nishiwaki, so I want to study and understand more about production in detail.

—— Thank you very much. Next person, please.

Kageyama

I am Yukari Kageyama. I came here without knowing anything.

—— Without any background information?

Kageyama

No, none at all. I was doing various jobs before. I knew one of the staff here, and it all started when they asked me to help to sell at events, and I did. I didn’t know much about their products, nor did I have experience with customers, but I had fun working and was happy to watch customers who are satisfied with shopping. That’s why I helped them whenever they had events. This March is when I started working at the shop.

—— Is that right?

Kageyama

I enjoy watching the customers with Ms Matsumoto and Ms Fujita having conversations. (laugh) They are interesting and I have so much fun.

(laugh) Do you try to get involved with their conversations?

Kageyama

Yes, I do a little.

—— By the way, where are you from?

Kageyama

I’m from Osaka.

—— Thank you for coming to Nishiwaki.

Kageyama

No problem. It is such a right place.

—— Thank you very much. Then, the last person, please.

Fujita

I’m Sayori Fujita. I’m a resident, and it’s been three years. This is my fourth year. How I started is like this; I used to work in sales, believing a sales job is my calling. When my children were little, I worked as a part-time worker. After they grew up, I wanted to do something, but I didn’t think I could find a job in sales in the countryside. But I found it while looking on the phone.

—— Just like Ms Matsumoto, you found it in the ads. (laugh)

Fujita

That’s right. I did recheck it on the phone and wanted to work here. I usually don’t take action, either. I thought I didn’t need to work for a while, but it was not generally that I got up and went to the unemployment office. I called them up and made an appointment for the interview.

—— It went smooth and quick.

Fujita

Everything went well, so I believed this must have meant to be. I couldn’t have the same experience at other places, that is we have the one-item coordination here.

—— I see.

Fujita

Isn’t there only-one-item for each customer? That’s why we match one item with one item…you can never experience that anywhere else, and you can never repeat it.

—— One to one, right?

Fujita

Right. It is fun doing and fun with so many colours. The customers are excited to listen to my explanation. I can serve the customers in a way I can’t experience at other shops.

—— You must feel amazing while you help them.

Fujita

Yes, I do.

—— You have fun, including advising on coordination, right?

Fujita

Absolutely.

—— I understand.

Fujita

Well, what was your question?

—— Uh, what do you want to do in the future?

Fujita

I want to keep enjoying my life doing like this. Having fun every day, I want to chat with customers and keep enjoying this job.

〈continued〉


The goods at “tamaki niime” Shop provide customers with security and comfort. Four shopkeepers assist customers in helping them enjoy the products.


In the next interview, they explain to the staff about the customer responses. The clerks will tell you about the shop as it is and also report upon the communication between customers and clerks over the products. Please look forward to it.

Original Japanese text by Seiji Koshikawa.
English translation by Adam & Michiko Whipple.