Entrepreneur Rika Yajima, 27, worries about the decline in the Japanese traditional craft industry.
Driven by a firm belief the industry can survive if traditional crafts remain part of people's daily lives, she founded a store in 2014 to sell goods ranging from earthenware cups and dishes to underwear under the aeru brand, which she created two years earlier.
What's unique is the store's target: babies and children up to 6 years old.