- The following is content from the press release -
Ax Yamazaki, located in Ikuno Ward, Osaka City, is a long-established sewing machine manufacturer that has been devoted exclusively to household sewing machines since its establishment in 1946. In the past, it was commonplace to have a sewing machine in the home, but as the number of people using sewing machines declined rapidly with the advent of the disposable age, Ax Yamazaki felt a sense of crisis as a sewing machine manufacturer.
On the other hand, many people know the value of the joy and warmth of making handmade products for themselves and for someone else. We feel that there is a social issue here, and in order to do something about this situation, we would like to explain Ax Yamazaki's challenge to develop a new sewing machine that lowers the hurdle for handmade by focusing on those who actually do not do sewing machines and listening to their voices.
While preparing for my daughter's enrollment in preschool, my wife's words inspired me.
To develop new sewing machines that can be easily used with smartphone video.
The "Just right sewing machine for child-rearing" was developed based on the experience of Kazushi Yamazaki, CEO, who made a handmade machine for his wife when she was preparing for their second daughter's preschool entry, because it was a once-in-a-lifetime event, although she could have made a ready-made machine or other alternative methods.
My wife worked late into the night on the sewing machine to make a preschool bag and a disaster prevention hood out of fabrics that the child had chosen himself, and the smile on the child's face when he finally completed the project, and my wife's smile when she saw it.I'm really glad I made it. Sewing machines are amazing."When I heard my wife's words, "I am so happy to be here," I wanted many families in the world to experience this excitement.
For this purpose, we thought it was important to be able to sew easily and conveniently. Taking a cue from the way my wife cooks every day while watching videos on her smartphone, we thought that it would be easy and convenient to sew while watching videos on her smartphone, as is the case with cooking nowadays.
Just the Right Sewing Machine for Parenting," referring to the negative feedback from those who don't do it.
In order for you to be willing to try.
When we listened to other mothers raising children, we found that many of them had negative opinions about sewing machines, such as that they are difficult to use and there is no place to put them because of the hassle of taking them in and out, which is a hurdle.
The price is also easily affordable. We hope that by making handmade items for child-rearing, you will nurture warmth and expressions of affection, which are conversely being lost in a world that has become more convenient with various alternative means of child-rearing.
The "Just right sewing machine for child-rearing" was developed with the hope that people who have never used a sewing machine before will think, "If this is as good as it gets, I'll give it a try," and by lowering the hurdle to using a sewing machine, we hope to encourage people to start making things by hand with a sewing machine. Thanks to the response, there has been a three-month waiting list since its release at the end of March 2020, and it has received numerous design awards, including the Good Design Gold Award, and has sold 120,000 units.
In response to many customers' comments, we have developed a higher-end model, "Tamei Sewing Machine for Parenting +plus," to solve issues and improve functions to make the machine even easier to use, which were not possible due to the high price hurdle, such as "The speed feels too fast even on SLOW," "I want to start sewing more slowly and carefully," and "I am a super beginner and would like it to be easier to use. We have solved the problems and improved the functions to make it even easier to use, which could not be compensated by the conventional type, by developing a higher-end model, "Tamei Sewing Machine for Parenting +plus," separately from the conventional type, to upgrade the functions that could not be done due to the priority on the high price. In the process of computerization, it was difficult to equip the conventional compact body with electronic circuit boards and various sensors, so the layout of internal mechanisms was redesigned. The new model has achieved high functionality while maintaining the same external design.
We want to expand the range of handmade products. Challenges continue with the aim of realizing our vision.
We believe that the launch of "Just right sewing machine for child-rearing + plus" in late June 2024 will lower the hurdle for those who are thinking of starting to use a sewing machine.
In the future, based on the feedback we receive from customers by phone and e-mail, we would like to continue to provide videos on how to make and use sewing machines through our website and social networking services.
We will continue to take on the challenge of realizing our vision of "once again aiming to create a sewing machine for each family by solving social issues and creating products and services that are useful to the world through sewing machines.
Ax Yamazaki
https://www.axeyamazaki.co.jp
Sewing machine series just right for child care
https://www.axeyamazaki.co.jp/products/kosodate
