"Make clothes as if you were making them for your own children." "Everything is for the children."
The source of Familia's strong beliefs is the existence of four women, including Atsuko Sakano, who created the concept of "special products" during the chaotic post-war period. We introduce these four women with their own words.

She was born in Kobe in 1918 as the third daughter of Yasohachi Sasaki (founder of Renown).
Shortly after the war, he received advice from his childhood friend, Kiyoshi Onoue (later chairman of Renown), who told him to "work with your own hands and become a worker who can make a living through your own efforts," and he decided to work.
She married Michio Sakano in 1940, and when she gave birth to her first daughter, she learned Western child-rearing methods and wanted to spread them to Japanese families, which revolutionized the baby and children's clothing industry at the time. She was primarily in charge of company management, and her dedication and excellent sense of fashion touched and influenced many people, remaining active at the forefront until she was 80 years old.

Those involved in sales are in a very fortunate position, where they can not only do one good deed a day, but also provide service (good deeds) that make customers happy and satisfied dozens of times a day.
It is important for us to put ourselves in the buyer's shoes, treat them with an honest and kind heart, and be interested in the product and eager to learn more about it.
And when you finish your day's work, always be proud and think, "Ah, today I was able to make several customers happy," and enjoy the joy every day.

She was born in 1919 as the second daughter of Mitsuzo Enami (president of Bando Chemicals).
He was a classmate of Sakano Atsuko and is the person associated with Familia who has known Sakano for the longest time.
As she was good at handicrafts and drawing, she was in charge of original designs and devoted herself to product planning, creating designs for most of Familia's products when the company was founded. She valued creating designs that matched the correct form of the object to the scale of the expression, without incorporating her own wishes into the designs. She is an indispensable person in the adorable art that is still passed down today.

In the world of fashion, superficial imitation alone is not enough to attract people's attention.
Based on sound fundamentals, we strive to quickly grasp new information and, with a flexible and fresh sensibility, create products that take into account time, place, function, and, especially for children, age.

She was born in 1907 as the eldest daughter of Tamura Komajiro (founder of Tamura Koma Co., Ltd.).
She was Tamura Etsuko's sister-in-law, and inherited her father's excellent business acumen, taking charge of dressmaking.
He built the Okamoto Laboratory in his garden and took charge of all production and quality control.
He was also a good advisor to the founder and devoted half his life to the production and manufacturing of Familia.

I wonder why it has continued for over 20 years.
We had absolute trust in each other. We put our all into the work that was our responsibility. We believed that the person in charge of other departments was the best suited for the job and would do their best in the best way.
I think that is a major factor that has allowed it to continue to this day.

She was born in 1923 as the eldest daughter of Eizaburo Nakai (Tokyo branch manager of Japan Cotton Trading, now Sojitz, and later managing director).
When Atsuko Sakano and others decided to open "Baby Shop Motoya," she invited me to take charge of hand knitting and character planning and production. I value connections with people, and I was on friendly terms with and trusted by the character rights holders.
He played an important role in Familia with his natural cheerfulness and personality.

"Sincerity moves people"
We believe that honesty is the foundation of sales, and we must think about what our customers want and what they want from their perspective.
I have also heard that no matter how difficult a complaint is, there is no problem that cannot be resolved if we approach it with sincerity.
Furthermore, sincerity is not just important in sales, but in living and working in society as a whole.