Jewel Cafe

Jewel Cafe (ジュエルカフェ; JEWEL CAFE) is a Japanese buyback-store brand operated primarily by Crane Co., Ltd. Its first store opened in 2007. The brand describes its concept as making buying and selling used goods feel approachable and offering a place customers can visit casually. The café-inspired name reflects its stated aim of creating a relaxed, welcoming setting. Its official site says its stores are staffed mainly by women and emphasizes friendly service and careful appraisals. The business purchases used goods, including branded goods, jewelry, precious metals, watches, bags, apparel, tickets and other categories. Its service formats include in-store purchases, mail-in purchases and house-call purchases. The company page also lists dedicated purchasing sites for gold, diamonds, jewelry, watches, branded goods, stamps, tickets, estate clearances, cosmetics and alcohol. Wikipedia describes additional categories such as antiques, artworks and tableware. The brand says customers can request free appraisals, including for individual, old or damaged items. Jewel Cafe operates in Japan and has also expanded overseas. The supplied Wikipedia entry lists operations in Taiwan, Hong Kong, Malaysia, Thailand, Singapore, the Philippines and Indonesia. The brand’s Japanese site says it has 300 stores nationwide, while the Wikipedia entry gives a figure of 250; the available evidence does not establish the dates or counting methods behind that difference. Wikipedia says purchased goods are mainly resold through the operator’s own e-commerce sites and business-to-business auctions. The official company page identifies Crane Co., Ltd. as an operator, with Wish Co., Ltd. and Lance Create Co., Ltd. operating some stores in Kanagawa Prefecture. It gives the company’s headquarters address as Aoyama 246 Building, Minami-Aoyama, Minato, Tokyo, and names Jun Aragaki as representative director. Jewel Cafe is an active Japanese retail and purchasing-service brand whose current public-facing proposition centers on accessible appraisals, approachable stores and several ways to sell items.

Jewel Cafe began in Japan as a specialist secondhand purchasing store. The supplied Japanese Wikipedia entry dates the opening of its first store to 2007. Its official company information identifies the brand as a business name operated by Crane Co., Ltd.; it also names Wish Co., Ltd. and Lance Create Co., Ltd. as operators of some stores in Kanagawa Prefecture. The brand expanded its domestic store network in its early years. According to the supplied Wikipedia entry, it opened its 30th store in 2008 and had 62 stores in Japan by 2009. That same year, it opened a Jewel Cafe store in Hong Kong. In 2010, it entered Taiwan and reached 100 stores. The entry records a further overseas opening in Malaysia in 2013. Brand communications and customer-facing services developed alongside the store network. In 2009, the brand aired a television commercial featuring actor Hiroyuki Watanabe as the character “Precious Metals Detective.” In 2011 it aired locally oriented commercials with a refreshed image, followed in 2012 by television advertising centered on its mascot, Jewel-guma. In 2013, the dance group MAX appeared in a television commercial. The entry also records that selected stores began offering iPhone repair services in 2017. The brand continued to use public figures in its advertising. The Wikipedia entry says Yoko Minamino became its image model in 2020. It reports a customer-satisfaction ranking of first place in the purchasing industry that year, attributing the result to market research; the supplied material does not identify the research organization or methodology. In 2023, Miki Fujimoto became the image model, and Jewel Cafe opened in Thailand and Singapore. In 2024, it entered the Philippines and Indonesia. In 2025, a television commercial featuring the Jewel-guma mascot aired nationwide, according to the entry. Jewel Cafe’s current official homepage describes a network of 300 stores nationwide and says more than four million customers have used its services over time. The supplied Wikipedia entry instead describes 250 stores. Because no dates or counting methods are supplied for these figures, they are recorded as differing source claims rather than reconciled estimates. The brand’s official materials describe three ways to sell items: in-store, by mail and through house calls. They also emphasize that appraisals are free and that old or damaged items can be considered. Wikipedia says purchased goods are primarily resold through the operator’s own e-commerce sites and business-to-business auctions. The brand’s documented overseas markets include Taiwan, Hong Kong, Malaysia, Thailand, Singapore, the Philippines and Indonesia.

• 2025

  Nationwide television commercial features Jewel-guma

• 2024

  Enters the Philippines and Indonesia

• 2023

  Miki Fujimoto becomes image model; enters Thailand and Singapore

• 2020

  Yoko Minamino becomes image model; customer-satisfaction ranking reported

• 2017

  Selected stores begin offering iPhone repairs

• 2013

  Enters Malaysia; MAX appears in a television commercial

• 2012

  Television commercials feature the Jewel-guma mascot

• 2011

  Locally oriented commercials air with a refreshed image

• 2010

  Enters Taiwan and reaches 100 stores

• 2009

  Domestic network reaches 62 stores; first Hong Kong store opens

• 2009

  “Precious Metals Detective” television commercial airs

• 2008

  30th store opens

• 2007

  First Jewel Cafe store opens

An approachable, café-inspired purchasing specialist emphasizing accessible locations, friendly service and careful appraisals.

• In-store purchasing

  Customers can bring items to a Jewel Cafe store for purchase and appraisal.

• Mail-in purchasing

  A remote purchasing option listed by the official site.

• House-call purchasing

  A purchasing service conducted through house calls.

• Free appraisal

  The official homepage invites customers to request free appraisals, including for old or damaged items.

• 2025Nationwide Jewel-guma television commercial
• 2023Miki Fujimoto image-model campaign
• 2020Yoko Minamino image-model campaign
• 2013MAX television commercial
• 2012Jewel-guma mascot television commercials
• 2011Refreshed-image local commercials
• 2009“Precious Metals Detective” television commercial featuring Hiroyuki Watanabe

1. 1全国展開の買取専門店 ジュエルカフェ【公式】jewel-cafe.jp
2. 2運営会社 | 最新相場で高価買取ならジュエルカフェjewel-cafe.jp
3. 3ジュエルカフェja.wikipedia.org
4. 4Jewel Cafewikidata.org