Essential Women: Marie Kondo

Marie Kondo

Best-selling Author & Founder, KonMari

Marie Kondo

Best-selling Author & Founder, KonMari
Best-selling author, wife, mother and the woman behind the renowned KonMari method, Marie Kondo is the epitome of fewer, better. The philosophy behind her KonMari process is simple: keep the things that bring you joy and abandon those that don't. A champion of living a happier, more vibrant life through the art of decluttering and tidying up has not only sparked joy with countless people worldwide but has started a life-changing movement. A dear friend of Cuyana, we sat with her to discuss the magic behind her method and our newest collaboration.
My personal take on the word, 'reset'? To revisit who you truly are.
How would you describe your method to those who may be unfamiliar with your work?

The KonMari Method is a tidying method that I created out of my lifelong work and passion for organizing. The most significant feature of the Method is that you decide to keep or discard an item based on whether or not it "sparks joy" for you.

At its essence, the KonMari Method is a simple guide to tidying. The first step of the KonMari Method's approach is to tidy by category, beginning with clothes, then moving on to books, papers, komono (miscellaneous items) and sentimental items. The second step is to determine a place for everything you keep. However, because you have to determine what to keep based on how it makes you feel, the Konmari Method is not only effective for tidying homes; it can also increase spiritual awareness and improve overall decision-making.

What's it been like turning a hobby into a brand?

It's been a journey filled with surprises and joy. My interest in tidying started when I was 5; I read anything I could on the subject. Then, I started working as a tidying consultant starting at 19 as a college student. I was providing private tidying lessons that each lasted 5 hours. After graduating, I started working at a staffing company as a salesperson but continued providing lessons on weekends. At the time, I honestly never thought tidying would become my primary business. My only intention was to continue it as a lifelong hobby.
"I've been searching for pieces that would be perfect for travel and this collection is exactly what I've been looking for."
Why do you think there is such a newfound desire for organization and tidiness?

I think people's interest in tidying coincided with the changes demanded by cultural change in American society. The United States, like many developed countries, has seen a rise in mass consumption and urbanization in recent years. The population density has increased and with it, land and property values have risen rapidly. I think that this situation caused the problem of tidying to become such an urgent one for Americans. Moreover, the culture of mass consumption has lead people to believe that more is better. With the change in society, this mindset has been slowly shifting; now we emphasize giving more attention to each item we own and determining the few things that truly matter.

Why was Cuyana a natural partner to collaborate with?

Cuyana's philosophy aligns perfectly with my own. The guiding principle of the KonMari Method is to discover and cherish items that spark joy for you. Cuyana's philosophy of "fewer, better" which manifests in the carefully designed and selected products made our collaboration a natural one.

For me, 'fewer, better' represents the idea of cherishing each item that you own. If you let your inner joy guide you when choosing what to keep, you will be left only with things that you love, and those items will love you back. Having fewer, select items means putting more thought into choosing them, owning better quality items, and taking better care of them.
How would you describe your Cuyana capsule collection?

The capsule collection is a set of simple, luxurious leather cases intuitively designed for travel.

The design is inspired by Japanese 'bento boxes,' a rectangular lunch box used by children and adults alike. Using this small space, people pack rice, meat, vegetables and even dessert in a beautiful manner. The care and love people put into packing food almost make it an artistic expression. Just like those bento boxes, this case collection will allow people to store jewelry pieces in style, with love and joy.
What was your favorite part of the Cuyana x Marie Kondo collaboration?

My favorite part was picking the color combinations for each case. For each of the pieces in this collection, three smaller cases of different colors are designed to fit in a larger case when assembled together. For the cases to spark joy, it was important that the four colors come together as one.
What's next for you?

My team and I are currently certifying KonMari Consultants around the world, and we are excited to continue this initiative in 2018. KonMari Consultants are the ambassadors of the KonMari Method-they go through intensive training to learn tidying techniques and how to help others tidy as a professional. In 2018, we will probably see more than 100 certified KonMari Consultants in over ten countries around the world. We're excited to continue to pursue the mission to organize the world. For more information, please visit:

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