Executive Interview: Connecting the World of Craft Supplies
with Naoshige Tsukamoto, President of Souhiro Co., Ltd.
In this interview, we speak with Naoshige Tsukamoto, President of Souhiro Co., Ltd., the company behind the craft supply brand Joint. He shares how his background in textiles led to the creation of a brand that supports bag makers, leather crafters, and hobbyists in Japan and abroad.
Q1. Mr. Tsukamoto, could you briefly introduce yourself and Souhiro Co., Ltd.?
Naoshige Tsukamoto: My name is Naoshige Tsukamoto, and I am the president of Souhiro Co., Ltd., a company that handles textiles and materials for bags and other sewn products. Through our in-house brand Joint, we offer a wide range of craft supplies such as leather straps, handles, parts, and metal fittings used mainly for bag making. Our goal is to provide reliable materials that makers can trust, whether they are professional brands or individual hobbyists.
Q2. What kind of products does the Joint brand focus on?
Tsukamoto: Joint started with a strong focus on genuine leather components for bags—for example handles, shoulder straps, and decorative parts. Over time, as we listened to our customers, we expanded into related items such as small hardware, clasps, and accessories that match those leather pieces. Today, we also handle parts that can be used for jewelry and small leather goods. Everything is developed with the idea that the parts themselves should inspire new handmade projects.
Q3. Many craft materials already exist on the market. How do you decide what to develop?
Tsukamoto: It is true that there are countless craft materials out there. However, when we talk to makers, we often hear, “I want something like this, but I can’t find it.” Our product planning always starts from those specific voices. We listen carefully to what kind of bag they are trying to make, what size, what feeling they want, and then we design parts that match those needs as closely as possible. Rather than pushing what we want to sell, we try to create items that solve real problems for our customers.
Q4. How has your own background influenced the way you run the business?
Tsukamoto: I have been involved with textiles and materials since I was young, so I grew up seeing how important quality and reliability are. In factories and in sales, I learned that it is not enough for a material to look good; it also needs to be durable, comfortable to handle, and stable over time. Those experiences taught me to respect the craftsmen who use our products. Because of that, Souhiro pays close attention not only to design, but also to details such as thickness, flexibility, color consistency, and long-term supply.
Q5. You are known for a very relationship-oriented sales style. What is important to you when working with customers?
Tsukamoto: For me, a customer is never a “target” or an “opponent” in negotiation. I try to meet each client with the same feeling as when I meet someone I truly want to support. If I simply push products, the relationship will not last. Instead, I try to understand the client’s business, their challenges, and what kind of items will really help them. When we share the same goal—creating great products for end users—trust naturally grows. That trust is the foundation that has allowed a small company like ours to expand its network step by step.
Q6. How do you see the role of Joint in the global handmade and DIY market?
Tsukamoto: More and more people around the world are enjoying handmade projects and small-lot production. At the same time, many of them are looking for materials that have the warmth and reliability often associated with Japanese manufacturing. Through online sales, we can now deliver our parts not only to shops in Japan, but also to creators overseas. I hope Joint can become a bridge: Japanese quality parts supporting original handmade works all over the world.
Q7. What do you keep in mind when designing products for overseas customers?
Tsukamoto: We focus on three points. First, universal usability—sizes and specifications that fit global standards as much as possible. Second, clear information—we try to provide product names, measurements, and descriptions in a way that is easy to understand even for people who are not familiar with Japanese terms. And third, maintaining our own identity. While we adapt to international needs, we still want our parts to reflect the strengths of Japanese craftsmanship, such as neat finishing and careful choice of materials.
Q8. Looking ahead, what kind of future do you want to build with Souhiro and Joint?
Tsukamoto: I want our company to remain close to makers. That means continuing to listen, developing new items with them, and supporting them as their styles and markets change. In the long term, I hope that when people around the world think about materials for bags or leather crafts, Joint will be one of the names that come to mind. If our parts can quietly support the success of many handmade brands, that will be the greatest reward.
Q9. Finally, do you have a message for readers who love handmade and crafts?
Tsukamoto: Handmade work takes time and patience, but that is exactly why each finished piece is special. When you choose your materials carefully and put your heart into the process, the result carries a story that no mass-produced item can copy. I hope Joint’s parts can be small partners in your creative journey. And if you ever feel, “I wish there were a part like this,” please let us know. Your ideas are what shape our next products.
Thank you for reading this interview with Naoshige Tsukamoto of Souhiro Co., Ltd. We hope his story gives you new inspiration for your own handmade projects and product development.
