We need to talk about Marie Kondo.
I don’t know about you, but I was one of those people who lapped up her guide to home organisation, The Life-changing Magic of Tidying Up.
I folded my clothes into small rectangles. I discarded piles of what she calls komono, random bits and bobs that every individual seems to accumulate at some point in their life. I held items in my hands and attempted to commune with them.
Marie Kondo: All about decluttering
It wasn’t a perfect process, but at the end of it I had a cleaner house to show for it. More importantly, I had – along with millions of fans all over the world – fully embraced Marie’s philosophy: keep only the items that spark joy.
![konmari_digital_tidying_course_marie_630 Marie Kondo Singapore: Amanda Ling, a Certified KonMari Consultant You Can Engage](https://sonadecor.com/wp-content/uploads/2024/01/konmari_digital_tidying_course_marie_630.jpg)
Marie Kondo: Opened online store in Nov 18, 2019
So imagine my surprise when I heard that the KonMari brand had a store. One that doesn’t sell containers or organisation tools, but little bits and bobs — the very komono she advises us to throw out. They cost a pretty penny, too. I mean, $75 for a rose quartz crystal and tuning fork?
Could this be a little hypocritical…?
It was like the end of a love affair, when you discover your partner isn’t really who you thought they were. And it came complete with all five stages of grief. After realising that it wasn’t in fact an elaborate joke, I was angry.
The eyebrow-raising prices, not to mention the superfluous nature of the products ($42 “flower bouquet tote”, anyone?) felt not only hypocritical, but also like the brand was trying to make a quick buck off its faithful followers.
And then came the bargaining: maybe this isn’t Marie’s idea, maybe she’s been kidnapped by a bunch of capitalists who forced her to use her brand to sell stuff. Maybe she has to do this for money.
Or maybe, just maybe, the KonMari way of life we all love has gone the way of so many other followings, and succumbed to the appeal of monetisation.
Marie Kondo’s Fans Disappointed
Right now? I’m just disappointed, as are legions of followers. It seems that everything that Marie had promised and stood for – a clean, zen existence free of material wants – has been shattered by this new development. It’s a sobering reminder to all of us that when a brand’s popularity overrides principle and common sense, it’s time to step back and reassess our relationship with that brand.
Regardless, we can still hold on to the ethos that Marie has taught us. I will, for one, continue to embrace the philosophy of minimalism , even if I don’t quite agree with the direction that the Konmari brand is headed in now.
If nothing else, we still have our neatly-folded rectangles as a reminder of the life-changing magic that once was.
![109069-konmari-shop Marie Kondo Shop](https://sonadecor.com/wp-content/uploads/2024/01/109069-konmari-shop.jpg)
Marie Kondo Online Shop: Netizens Left Puzzled
Netizens said they have been left puzzled after Kondo, 35, who rose to fame for urging people to declutter their homes and minds using the KonMari method – rolled out an online store on Nov 18, 2019 to sell lifestyle products.
“Marie Kondo, who told you to throw away everything you own, apparently wants you to repopulate your now empty life with vaguely minimalist-looking junk that you, of course, buy from her,” one person wrote on Twitter.
Launched with over 100 items on sale
At launch, more than 100 homeware and fashion items on sale include a pair of leather shoes at US$206 (S$280), a flower bouquet tote bag for US$42 and a US$275 brass kitchen utensil holder.
Kondo told the Wall Street Journal that she was not out to plug consumerism, noting that she set up the store after people asked her what items she likes to have around the house.
Items That Spark Joy For Marie Kondo
“What’s most important to me is that you surround yourself with items that spark joy,” she said.
“If the bowl that you’re using currently sparks joy for you, I don’t encourage replacing it at all.”
The store, which ships only to the United States for now, was launched weeks after Rakuten, Japan’s biggest e-commerce site, announced a partnership with Kondo.
In a message posted on her website, Kondo, the star of hit Netflix show Tidying Up With Marie Kondo and author of bestselling book The Life-Changing Magic Of Tidying Up, said the KonMari method “isn’t about getting rid of things”.
“It’s about heightening your sensitivity to what brings you joy.
“Once you’ve completed your tidying, there is room to welcome meaningful objects, people and experiences into your life.”
Fans Became Skeptical
But not everyone is buying what she says now.
“So now #mariekondo wants you to buy as much of her stuff as possible #ironic”, another Twitter user noted.
Kondo, perhaps anticipating the mixed reactions, hopes to win over buyers with her intention to help save the earth with sustainable use of its resources.
“If you choose to incorporate our products into your life, we hope you don’t just purchase it, but also go on to cherish it and use it as long as possible,” she said in another interview.
Part of this article first appeared on The Straits Times in 2019.