Women’s bags tend to be the destination for an endless number of daily items. This causes a problem. When your phone is ringing, we often struggle to find our phones among the clutter, and we sometimes even miss the call as a result. Well, worry no more! A new iPhone case from Japan solves this problem. It’s called Julia Phone Pochette by Tunewear. This iPhone case is essentially a tiny sholder bag, just big enough to hold your handset. It also comes equipped with several pockets for your IC cards (for public transport) and a pretty gold chain to strap over your shoulder. It comes in three color variations: red, pink, and green, and is available for 3980 yen (or about $42). There are a lot mobile phone accessories and decorations in Japan — some weird, some cute, some very convenient. This product reminded me of a past initiative by Softbank Selection, where they turned to Facebook to find out what kind of things women prefer for their mobile phones. It’s great to see companies paying attention to women’s needs in this way. I’m sure it’s a strategy that will pay off with big sales, especially here in Japan.