User:Kenkou
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This page was last edited by Frietjes (talk | contribs) 11 years ago. (Update timer) |
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| Industry | Retail |
|---|---|
| Founded | 2005 |
| Products | Loose leaf teas, tea wares, tea accessories, various related merchandise |
| Website | http://www.kaoritea.com |
Kaori Tea is a retailer offering high quality loose leaf teas, unique tea cups, teapots, and other related merchandises[1]. It was among those that established a new trend in consumable luxury, extending from better coffee and better wines[2]. The business began in the era when consumers were trading up, such as from cheap tea bags to high quality loose leaf teas[2]. See Tea in U.S.A..
Background[edit]
Kaori Tea original store was opened in November 2005 in Covington, Kentucky[1], within the greater Cincinnati area. The name “Kaori” means “aroma” in Japanese[1]. The store owner, “Steve” Kawasaki, a native of Japan[2], believes that a high level of what people taste is actually due to aroma[1]. He therefore studied different types of tea, pure and blended, that produce different kinds of aroma[1]. He also traveled overseas to visit tea estates and suppliers[1].
The company now operates solely online. The retail location had since closed[3].
Merchandise[edit]
At the Covington location, Kaori Tea displayed “a simple, elegantly designed aesthetic that reflects tea’s origins in Asia, where tea is the way of life”[2]. Plus, “a backdrop of traditional Japanese melodies” creating a visit to Kaori Tea “as refreshing as a meditation in a Japanese garden” [4]. Most of its tea selections are from Asia [5], which Kawasaki selected and imported [2]. Shoppers can choose from over 80 kinds of teas under Kaori Tea’s own brand name[1], including black, oolong, green and white teas in subtle variations[4]. The most expensive tea recorded in Spring 2006 was a 1996 pressed Pu-erh cake from Yunnan[2]. The store also featured sample jars for smelling[4] and brewing presentations for shoppers to learn the ease of enjoying these aromas[1].
Some of the different teas offered by Kaori Tea[4]: Calming Green, Yabukita, Kabuse, Lapsang Souchong, and Pu Erh.
In addition, Kaori Tea also has tea wares and accessories available. Tea sets include those made from cast iron and ceramic[4]. Infusers, tea mugs, and teapots are also among their selections[4].
Philosophy[edit]
Reacting to the common trend on health benefits from tea, Kawasaki had the following viewpoint through his involvement in Kaori Tea: “They may think of tea for its health, or the effect of the caffeine, but I want to show that tea is more than a functional beverage.” [2] This notion is reflected in the name of the business – Kaori, or aroma, which has no specific function but can simply be defined as “a distinctive quality or atmosphere” [6].
References[edit]
- ^ a b c d e f g h “Kaori TEA SCORE Helps Entrepreneur Turn His Small Business Dream into Reality”. http://www.score.org/success_kaori_tea.html. Retrieved on 2009-2-17.
- ^ a b c d e f g Campbell, Polly (April 26, 2006). "Suited to a tea". Cincinnati Enquirer.
- ^ “About Us”. http://www.kaoritea.com. Retrieved on 2009-2-17.
- ^ a b c d e f Schoeni, Marcia (August 6, 2006). “Shop offers array of aromas, teas”. Kentucky Enquirer.
- ^ “Japanese Native Opens Kaori Tea in Downtown Covington”. Inside Your Town, Vol 6 Issue 1, January 2006.
- ^ http://www.merriam-webster.com/dictionary/aroma. Retrieved on 2009-2-17.
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