At first glance, Nijiiro Komachi (Rainbow Beauty) looks like any craft shop, with colorful handmade earrings, necklaces, illustrated postcards and metal badges adorning the shelves and walls. The store in Tokyo’s Kichijoji district, however, has a unique mission: to support sexual minorities in Japan.

Haruka Imatoku, 20, opened it in March, hoping to raise awareness of issues pertaining to lesbian, gay, bisexual and transgender (LGBT) people from the perspective of a heterosexual. She considers herself straight.

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