Tomomi Itano, Director of lifestyle brand Rosy luce, is also well known as a talent and entrepreneur. At a pop-up event held in the spring of 2025, she introduced an on-site customization service using Tajima’s compact embroidery machine “SAI”, offering live embroidery experiences for visitors.
In an age where individuality and a sense of uniqueness are increasingly valued, we asked Ms. Itano about the appeal of embroidery and customization.
Tomomi Itano of Rosy luce Talks About the Future of Embroidery and Customization Culture in a New Era
Rosy luce CEO / Director Tomomi Itano
Discovering a New Way to Enjoy Fashion During the Pandemic
The origin of Rosy luce traces back to a realization Ms. Itano had during the COVID-19 pandemic. “I got married during the pandemic, and especially while pregnant, I barely had any chance to go out. That’s when I discovered something new about fashion—just wearing clothes I love, even at home, lifted my spirits. I realized how much energy fashion gives us.”
This experience reminded Ms. Itano of the power of fashion—to spark joy, instill confidence, and inspire positivity. It was from this realization that Rosy luce was born—a brand devoted to creating products that empower women to take a positive step forward, no matter the circumstances.
The Joy of Owning a “One-of-a-Kind” Item
At the Rosy luce pop-up event at JR Nagoya Takashimaya in spring 2025, guests could enjoy a live embroidery experience that captured the spirit of the brand. Being able to embroider a name or phrase of their choice on the spot offered visitors a fresh, memorable, and truly personal moment.“The moment embroidery was added to our product, I thought—this is it! We used thread in shades of red to match our brand colors, and it was a perfect balance. It brought such a deep sense of satisfaction.”
While Rosy luce products are already crafted with confidence and care, adding embroidery gave them an even more special “one-of-a-kind” feel. “And having it finished on-site is amazing. Some embroidery services take a month or more, so this immediacy is really appealing. Whether you keep it for yourself or gift it to someone, it adds sentimental value.”
The Unique Allure of Embroidery—Different from Printing
Ms. Itano has long been proactive in sourcing unique materials, such as fabrics she finds overseas. This same curiosity led her to embroidery and ultimately to Tajima.
“I once saw a friend’s product and thought, this embroidery is so cute! It turned out they used a Tajima machine. That introduction led to our connection, and eventually to this collaboration.”
She now hopes to incorporate embroidery more deeply into her future collections.
“Printing gives off a casual, streetwear feel, but embroidery adds a certain elegance and premium touch. Rosy luce embraces a ‘Parisian’ or ‘French girly’ aesthetic, and embroidery’s delicate beauty complements that perfectly.”
Ms. Itano already has many ideas she’d like to realize using Tajima’s machines.
“For example, I’d love to add larger embroidery to hair accessories, or stitch hearts into ribbons. Even small things like embroidering a couple’s anniversary date onto T-shirts—there’s so much potential.”
Toward a “New Embroidery Culture”
“I feel like more people are valuing ‘something that’s just for them’ and embracing customization. It’s about creating what you love, yourself. Meeting those needs by offering original, personalized pieces—this is what I believe will define the future of embroidery culture.”
Looking ahead, Ms. Itano shared her vision for Rosy luce: “I’ve always dreamed of creating spaces where people can immerse themselves in the Rosy luce world. We’re planning pop-ups in Japan’s five major cities and even looking to expand overseas.” By continuing to evolve the brand, Ms. Itano hopes to share the world of Rosy luce with even more people.
In an era where individuality and personal stories resonate more than ever, how will this “new embroidery” continue to grow?
We’re excited to see what Ms. Itano does next.
Recommended Model
The featured machine at the event was Tajima’s compact embroidery machine “SAI”. It delivers refined, high-quality embroidery while remaining compact—ideal for pop-ups and limited spaces without compromising on finish.
