Today, we’re excited to bring you an inspiring conversation with Satoru, a jewelry designer and entrepreneur who has made waves with their brand, Cacco Jewellery. Based in Germany and collaborating with companies in Bali, Indonesia and Japan, Satoru is using their platform not just to create beautiful, unique, handmade and 3D-printed jewelry, but also to open a dialogue around gender identity and representation. With a focus on inclusivity, Satoru's work reflects their personal journey and a desire to increase visibility for gender minorities.
From Fashion to Jewelry: A Creative Transformation
Satoru's journey into the jewelry industry began after years working as a fashion designer in Paris and Tokyo. They found the fashion world to be overly restrictive, with too much emphasis on numbers and sales. “Fashion is underestimated as an art form,” Satu shared. “It’s difficult to maintain creativity when everything revolves around profits. I wanted to make a statement, and I saw jewelry as a more accessible medium for that.”
This shift allowed Satoru to reclaim their creativity while also challenging the status quo. By focusing on jewelry, they could still create wearable art but with fewer constraints and more opportunities for self-expression.
Building Independence and the Drive to Succeed
Satoru's decision to launch their own business came from a desire for independence. “I was always dependent on someone else, always working for someone else,” they said. “It was difficult, but I knew I had to stand on my own. Making money was easier when I worked for someone else, but I just couldn’t do it. My passion for independence, especially in a country where I wasn’t born, made it a natural next step.”
Though the early stages were challenging, Satoru was determined to build something meaningful. They saw it not just as a business venture but as a personal mission to contribute to society and create a space where underrepresented voices, especially from gender minorities, could be heard.
Overcoming Challenges: Maintaining Positivity and Connections
When asked about the biggest challenges they faced when starting the business, Satoru emphasized the importance of mindset. “Keeping myself happy when talking to people was a real challenge,” they explained. “People don’t want to work with someone who’s miserable. Maintaining positive energy is crucial in building connections and finding success.”
They learned early on that a good attitude and building authentic relationships were key components of their growing brand. However, they also recognized the difficulty of balancing personal happiness with professional demands, especially in the early stages of building a business.
Marketing Strategies: Making the Brand Personal
For Satoru, marketing is an essential part of the business, but they approach it in a very personal way. “60% of my creativity goes into jewelry, and the rest goes into showing myself more on social media and at flea markets,” they said. Satoru is hands-on, often introducing themselves as the designer and meeting customers face-to-face at pop-ups, like the one at Bikini Mall.
While this approach has been effective, Satoru admits they are working towards building enough brand visibility that they won’t need to be present at every sale. However, they find value in the personal touch, which helps create a deeper connection between the brand and its customers.
Finding Balance: The Hardest Part of Growing a Business
As Cacco Jewellery continues to grow, Satoru is mindful of the difficulties that come with scaling a business. “It’s hard to find the best way to present my product. As a small business owner, it’s a struggle to put everything together, from creating the product to marketing it.”
Additionally, balancing their personal life with the demands of running a business has been one of the hardest lessons to learn. “We get so caught up in trying to produce every idea as fast as possible, we forget about our friendships and even ourselves,” Satoru said. “Someone told me that running a business is not a sprint but a marathon, but I just can't stop myself.”
Trends in the Jewelry Industry: Satoru's Unique Perspective
When asked about current trends in the jewelry industry, Satoru had a refreshingly honest response. “I don’t really follow any trends,” they admitted. “That’s one of the reasons I left the fashion industry. Maybe my creations will become trends at some point, but I’m more focused on my own vision.”
Despite not actively following industry trends, Satoru's designs are timeless. They shared that many of their current pieces were designed two years ago and are only now coming to fruition. Right now, they’re focusing on creating earrings, which are highly practical for their audience, particularly women. “A lot of people love earrings.” Satoru explained. “Especially women, because with kids and work, they use their hands a lot. Earrings are a practical accessory, and the new ones I’m releasing soon are so cute!”
Sustainability and Ethical Sourcing
Sustainability is at the core of Satoru's work. Their pieces include biodegradable plastic made from cornstarch, which degrades in 5 to 10 years compared to regular plastic’s 200 years. They also use fine silver and are planning to introduce recycled silver into future collections.
For Satoru, sustainability isn’t just about materials but about creating products that resonate with their values and their audience. As they expand, they’re committed to keeping these principles at the heart of their business.
What’s Next: Holiday Season and Future Plans
With the holiday season approaching, Satoru is excited to launch high-quality Christmas ornaments, crafted in collaboration with a company in Bali. Additionally, Cacco Jewellery will be releasing new BB rings, transitioning their bestseller from biodegradable plastic to silver.
Looking further ahead, Satoru's ultimate vision for the brand includes creating a physical space—like a cafe or community hub—where people from various industries, especially those from gender minorities, can gather and connect. “I want this to be a space where people feel supported and where creativity can thrive,” Satoru said.
Advice for Aspiring Jewelry Designers
When asked what advice they would give to someone just starting out in the jewelry industry, Satoru kept it real: “Don’t give up if you wanna do it. I know people are gonna hate hearing that, but seriously—don’t. Maybe you think you’re too old, or you didn’t get the education you wanted because of circumstances, or you’re just not confident. But if you have the passion, you can f***ing do it!”
Satoru went on to share their personal experience: “No one thought I could design jewelry and actually sell it. But it’s such an amazing process—you’re creating something that didn’t exist before, something only you could make. And then, someone out there appreciates your creativity and art enough to buy it! That’s such a rewarding feeling.”
This passion is the driving force behind Satoru success, and it’s clear that their journey is only just beginning.
Follow Satoru's Journey
To keep up with Satoru and their latest designs, you can follow them on their:
Instagram: @cacco_jewellery
Website: caccojewellry.com
