For the third edition of Yamazaki Home's Artist Spotlight Series, we sat down with someone whose entire world is built around the belief that the objects we choose to live with can quietly change our lives for the better. Siming Vautin is the owner of Niconeco Zakkaya in the East Village and Loaf on Paper in Williamsburg and her story is as layered and considered as the shops she's created.

A Decade in Japan

Siming's story doesn't start in New York. It starts at 18, when she moved to Japan, first to Kagoshima, then Osaka, then Tokyo, spending a decade absorbing the rhythms and values of Japanese daily life. She worked entry-level jobs in restaurants, retail, and supermarkets, attended fashion design school in Tokyo, and eventually worked in customer service at a high-end designer boutique.

But the experience that stayed with her most was a short stint at a zakka store. "I think that was very memorable and peaceful to me," she recalls. "Through my whole career in Japan, that one stands out."

Zakka culture prizes the idea that the objects we surround ourselves with shape how we feel — that even small, everyday items deserve to be thoughtfully made and thoughtfully chosen. That belief would go on to become the foundation of everything Siming would build.

From Etsy to the East Village

Siming arrived in New York in 2015 and started selling on Etsy from her apartment, curating Japanese goods and stationery she loved. As the business grew, so did her desire for a physical space. That vision became Niconeco Zakkaya, a boutique in the East Village carrying journals, stationery, washi tape, handmade goods from Japan, and art prints that manage to be cozy, quirky, and utterly unique all at once.

"I really love the cozy vibe," she says of the neighborhood. "It reminds me of all the little shops near train stations in Japan, which I miss the most."

Her selection process is personal and intuitive — the aesthetic has to fit the store's vibe, quality and craftsmanship matter deeply, and a compelling brand backstory is always a bonus. Some of her handmade goods from Japan have wait times of nearly a year, a reflection of how seriously she takes sourcing.

Because they carry thousands of products, Siming has a hard time choosing just one favorite; but she says, "Traveler's Notebooks are something we've carried for a very long time and it's played a really impactful role in the journaling community. It's fun, fully customizable, and it conveys that very Japanese attention to detail to the rest of the world in a meaningful way.

"When I look at something, I can just tell if it's right for us," she says. "It needs to give you that sense of warmth. It has to be something I'd want to display in my own home."

Design with Purpose

It's no surprise that Siming was drawn to Yamazaki Home long before any professional relationship existed. She was already using the Over-the-Sink Dish Rack and organizers at home, products she'd sought out herself.

"I was really attracted to the design that's minimal, clean, and functional," she says. Today, those same pieces have found a home in Loaf on Paper's café space in Williamsburg, where the Tosca Dish Rack (pictured above) and various organizers keep the counter running smoothly without sacrificing style.

For Siming, that kind of thoughtful organization is inseparable from good retail. "Display is incredibly important in any retail environment," she explains. "A beautiful, well-thought-out display that works for the customer can absolutely boost your revenue." It's a value she shares with Yamazaki Home, the idea that functional objects, when designed with care, elevate the spaces they live in.

Community First

One of the most telling details about Siming's approach is a collage wall inside Niconeco Zakkaya, built over the years from thank-you notes and warm messages sent by vendors, artists, and customers. "It's a nice reminder to stay grateful for what we've accomplished and for the support of our community," she says.

That spirit extends to her events, including the Re-Love Holiday Market, a secondhand stationery pop-up that raised over $2,000 for animals in need, twice over.

Looking ahead, Siming is focused on growing the workshop and event programming at Loaf on Paper. The Williamsburg space gives her more room to bring that vision to life. "Customers have been asking for it for a while," she says. "Now that we have a larger space, I'd like to put a lot more effort and time into making it happen." It's exactly the kind of intentional, community-rooted thinking that made her the perfect fit for this series.

Niconeco Zakkaya is located at 263 E 10th St. in the East Village and Loaf on Paper is located at 64 Grand St. in Williamsburg, New York City.

Catch up on the full Artist Spotlight Series (Phoebe Ogawa and Steph Stilwell) and shop Siming's favorite items below.