After the Kyoho Reforms which were typical of the tendency to admonish against luxury that dominated the order of the day, the simple Chaya-zome had lost the interest of the merchant class but started to please samurai-class ladies.
やがて享保の改革など奢侈を戒める風潮が主体となると、町人の関心を失い地味だった茶屋染は武家の婦人に気に入られることとなる。