You’ve probably seen Demure on Gate 2 Street. But did you know there are now two additional Demure locations? This March 2013 update has all the details.

Demure Depot Island l Okinawa Hai

You probably already know this story: your spouse comes home and informs you there’s a dinner. Tomorrow. And you must have a tea length dress. Your mind starts racing. Do you have the appropriate length dress? Ahem, in your current size? And one that you can accessorize and tailor to fit the current season? If the answer is no, no, no, Demure is the place to go.

Demure l Okinawa Hai

Demure now has three locations to meet your fashion needs. One is on Gate 2 Street, one on Depot Island in American Village, and one in Naha.

                        Demure Gate 2 l Okinawa Hai     Demure l Okinawa Hai

Demure Gate 2 specializes in occasion wear including ball gowns, accessories, shoes and bags to match. Dress sizes range from US 2-18 in short, tea and floor lengths. There is a vast selection of shoes in sizes US 6-10. This location also has a selection of semi-formal and casual clothing in varying sizes. Some of the labels they carry include Adrianna Papell, JS Collections, Faviana, Dynasty, Renee C. S-Line, Ezra, Carlton Shoes, and Lunar London Shoes.

Demure Depot Island (on the first floor, near the staircase that leads to Bollywood Dreams) carries a feminine and casual collection as well as an extensive selection of shoes and bags. Labels include Dylan&Rose, UKnow, Anya B Shoes, and Sonya Roberts New York.

The third location, in Shintoshin, Naha, has a more eclectic style of modern cuts in dresses, tops, bottoms and accessories. Here you can find Rinascimento Italy, Little Mistress London, JusDeorange Paris, Motel Italy, and Moda in Pelle Shoes.

Demure’s owner shops in Tokyo, Hong Kong, the U.S. and Europe and brings in new selections regularly. Prices seemed average for new formal dresses starting at $100.

Demure Ladies BoutiqueDemure Gate 2 l Okinawa Hai



Demure Gate 2 Street

Hours: 11:00 – 8:30 p.m.

Phone: 098-938-1991

Address: 27-5 Chuo, Gate 2 Street, Okinawa City, Japan 904-0004

(To Gate 2 Street store) Route 20 between Kadena and Route 330. From Kadena Gate 2, Demure is just after the third light on the left side of the street, approximately 0.3 km. Giorgio’s tailor is located on the left and en empty building is to the right. Riga’s and Shanti Shanti shops are across the street. There are parking meters along the street – have yen handy for these.


Demure Depot Island

Hours: 11:00 a.m. – 9:00 p.m.

Phone:  098-936-7188

Depot Island, American Village, Okinawa City, Japan 904-0115 (1st floor, diagonally across from Bollywood Dreams staircase)


Demure Shintoshin, Naha 

Hours: 11:00 a.m. – 9:00 p.m.

Phone:  098-943-4499

 4-8-1 Omoromachi, Naha City, Japan 900-0006

(Note: map pin is for this location – at this time we can only pin one. Addresses for the other two are below.)


    • Hi there, I’m a buyer for demure and in response to the previous comment (I’m sorry it’s 2 years late!) I want to mention that all our merchandise is imported directly from the label or designer themselves. Sometimes we do work with agents who are able to offer us exclusive pricing due to our relationship and thus we can offer our customers the same. As a buyer for demure I travel to London, New York, Paris every year to find new and fresh selections to give our customers the variety they deserve. We have a delicious SS13 collection coming in very soon. Jusdeorange from Paris, Little Mistress from London, Dylan&Rose from New York, Moda In Pelle Shoes from London, just to name a few of the exciting lines soon to be offered exclusively at demure. I hope you enjoy shopping at demure as much as we love dressing you at demure. Please feel free to email me directly at if you have any questions or comments.


  1. Billie Jo- Not to mention that a medium off base is not exactly the medium American women are used to. At least not in any of the stores I’ve been in. I was surprised to have to buy XL shoes off base when I wear a 7.

    I would love to visit this store to see the shoes first hand. To say I love shoes is an understatement!

  2. You know I hadn’t really bothered even looking at that store but I will have to make a trip now. I am a larger gal and it is RARE to find a store around here (off base) that has anything larger than medium.

  3. I really loved how he narrowed it down to ‘a dress or a skirt or dress pants’ for me… At that point, I knew I was on my own. At least your husband can procure an invitation with the dress code on it!

    Thank you so much again for writing about this dress shop. I never would have known this existed as I am still trying to learn the area!

  4. Oh and I hope you don’t think I was being mean either! I’m just recalling the conversation I had with my hubby regarding attire for his Christmas party. It went something like this:

    Husband: “Honey, do you still want to go to the squadron Christmas Party? I have to let them know by Thursday.”

    Me: “Of course. Do you have any idea on how I should dress?”

    Husband: “I don’t know… Wear something nice I guess…”

    Me: “Really helpful, thanks!”

    Husband: “I don’t know these things. I’ll ask Sgt. So-and-So what his wife is wearing.”

    Next Day…
    Me: “Did you ask the other guys what their wives are wearing to the Christmas party?”

    Husband: “Yes, they said they’re all wearing something nice, like a skirt or a dress or dress pants or something like that.”

    Me: *Deep Sigh* “Nevermind”.

  5. You are both correct, ladies. My husband had no idea what tea length was until I told him, but it was the only piece of information he could remember from the invitation, apart from what kind of meat was being served at dinner that is!
    I think this store is an ideal place to find a dress for a military ball or holiday party, especially on short notice.

  6. HAHA! Alisha – I was headed here to comment exactly the same; I don’t think I could name one military man who knows what “tea length” is…haha…not trying to be mean. That was funny. Great minds think alike. Great post, Jeanine 🙂

  7. Jeanine,
    Thank you for highlighting a good place to get semi-formal and formal dresses. Although my husband has never come home and announced that we had a dinner party to go to the following evening, I wish I would have known about this place before my husband’s Christmas party. I’m new to the island and didn’t know I had more options on where to buy my dress.
    I think you have the part about husbands all mixed-up though. Most husband’s don’t even know what “tea length” means, let alone give guidance about what to wear to a function. It’s usually the spouses phoning each other to see what they are all planning to wear. I’d be very surprised to meet a man who can define “tea-length”… lol.