― GOLF SHOP CHOICE (Tokyo) / Owner Mr. Yoshida
Hello, this is tK, the blog manager.
This time, we have an interview article with a JUCIE retailer.
We bring you stories straight from the "front lines" where we interact directly with customers.
The shop that kindly cooperated this time is " GOLF SHOP CHOICE " in Tokyo.
The owner is Mr. Yoshida. My first impression when I met him was
I had imagined a meticulous owner of a craft shop, but honestly thought, "He's a total cool dude..."
But actually talking to him, he's incredibly kind and very "mature"—including how he never pushes clubs on you.
I found that gap really charming.
Even listening to his conversations with customers, he has a good kind of "lack of salesmanship."
In a bad way... he's probably not very good at selling (lol).
But I think that's exactly why his shop is trusted.
■ The Criteria for Choosing Clubs: "The Faces of Regulars"
When I asked Mr. Yoshida about his "criteria for sourcing clubs," his response was remarkably simple.
"First, the faces of the customers come to mind."
Before the spec sheets,
Before the trends,
What comes to mind is "people."
"How would that person feel?"
"Would that person enjoy this club?"
……Isn't this wonderful?
Since it's a business, I think it's natural to choose products based on profit and trends.
But before that, the standard is "people."
How many shops like this are there, I wonder?
And another phrase that stuck with me:
"I won't stock anything I don't believe in myself."
Simple, yet profound.
I wouldn't recommend something I don't believe in.
I felt this was the core of CHOICE.
■ "Ease" and "Difficulty" Are Two Sides of the Same Coin
In golf, you often hear the term "easy club."
But Mr. Yoshida doesn't use that phrase much.
"With JUCIE, looking at the sole makes me picture a person."
This sole seems like it would suit that person's swing.
This sole would probably help that person when their angle of attack is off.
That's how they think about it.
"There are plenty of clubs for skilled players, but few truly understand the feelings of those who struggle. What constitutes 'kindness' varies for each person. Honestly, I'm grateful for JUCIE, which addresses this through sole designs and other features."
I felt the reason CHOICE is said to "walk alongside its customers" is encapsulated in these words:
■ To be honest... "I like the look"
While talking about JUCIE, Mr. Yoshida said this with a slight smile.
"To be completely honest... I like the look."
He apparently liked that "look" Mr. Matsuyoshi had created even before JUCIE.
And another thing that stood out was the talk about Furu Mild.
"You can get the same item delivered quickly and hand it to the customer."
Of course, there's charm in hand-carved "one-of-a-kind" pieces.
But sometimes, that excitement fades while waiting a month or two.
In that regard, JUCIE lets you get the same quality item immediately.
This is really powerful—it helps the store, and customers can use it sooner.
The result? Everyone's happy.
■ Customer reactions are "rarely unexpected"
When handing over clubs selected while picturing the sole and the user's face,
"Reactions completely opposite to expectations are almost nonexistent,"
he says.
Of course,
"Sometimes we hear things like 'too much spin.'"
But Mr. Yoshida casually remarks, "That's just basic performance."
No sugarcoating.
But not dismissive either.
I felt that conveying this "honesty" is where the skill of the retailer truly shines.
■ The JUCIE brand is "right in the middle"
When asked what image they have of the JUCIE brand,
Mr. Yoshida described it this way:
"A manufacturer that leans neither way—right in the middle."
Not overly flashy.
Not overly helpful either.
"It's like, 'No need for anything extra,' you know?"
This feeling of "not adding too many unnecessary things,"
feels very much aligned with the CHOICE store as well.
JUCIE stays true to itself. That's its greatest charm.
The JUCIE brand ultimately boils down to "It's Matsuyoshi-san, right?"
It never fully surrenders to fleeting trends.
I hope the simple beauty of single materials and the essence of JUCIE remain forever.
I hope the pride in design endures forever.
■ Editor's Note (by tK)
What struck me during this interview is that GOLF SHOP CHOICE isn't focused on "clubs"—it's focused on "people."
And JUCIE is a manufacturer that truly lives up to that vision.
It's not about whether it sells—it's about whether it connects.
If you're looking for a shop in Tokyo, please visit CHOICE.
I guarantee you won't just talk about clubs.
