vol.1 The Choice of “Ethically Beautiful Jewelry”
The first thing you do when you wake up in the morning.
Casual words exchanged with important people.
Jewelry that you wear every day.
The small choices we make every day quietly form a line, eventually forming the contours of our lives.
There are countless beautiful jewelry in this world.
Selecting one piece of jewelry from among them is an exciting and joyful act, but it is also difficult.
Favorite design, coveted brand, reasonable price.
In such a case, I would like you to include ethical jewelry that is considerate of the earth and others.
ANNA DIAMOND creates a new option for "ethically beautiful jewelry" in the world of jewelry.
About ANNNA DAIAMOND
ANNNA DAIAMOND is a jewelry brand that creates ethically beautiful jewelry based on the concept of "Truth, Goodness, Beauty."
Materials include lab-grown diamonds, non-standard Akoya pearls from Uwajima, Ehime Prefecture, which are not normally exposed to the sun, and recycled metals.
We are committed to ethical beauty from the procurement of materials to the delivery of jewelry to our customers, such as by managing production on an appropriate scale and by purchasing materials directly to achieve reasonable prices.
"Ethical Beauty" by ANNA DIAMOND
"Sustainable Development Goals (SDGs)" were adopted at the United Nations Summit in 2015, and people around the world are working towards a "sustainable" future.
Jewelry and sustainability go hand in hand.
Diamonds and precious metals pose various problems, such as direct and indirect environmental destruction, poor working conditions in mines, and child labor. There are also cases where mined gemstones and other items are used to fund conflicts.
At ANNA DIAMOND, we believe that jewelry that is close to our spirit and body should have "ethical beauty".
Defining "ethical beauty"
First of all, I have to tell you something.
Sustainability and the fashion industry are fundamentally opposites.
Nevertheless, ANNA DIAMOND believes that there is a way to consider the future without neglecting the colors and happiness of this moment.
Above all, it is extremely difficult to perfectly embody sustainability, but we believe that the attitude of pursuing better manufacturing, one step at a time, even if it is imperfect, is what is needed in this era. I'm here.
Three Elements of “Ethical Beauty”
At ANNA DIAMOND, we believe that ethical beauty consists of three elements.
- Manufacturing with transparency
- Materials that are considerate of others
- Attitude to pursue further ethical beauty
1. Transparent manufacturing
At ANNA DIAMOND, we try to know where, by whom, and in what kind of environment, and to let everyone know.
As a part of these activities, at the exhibition held in Tokyo/Paris from August to September 2023, Yamashita Pearl in Uwajima City, Ehime Prefecture, which conducts pearl farming, and a workshop in Kofu City, Yamanashi Prefecture, which conducts jewelry processing. I took a picture of the situation and shared it with everyone as a photo exhibition.
We will continue to do our best to communicate more transparently.
2. Considerate materials
At the heart of ethically beautiful jewelry are materials that care for others.
At ANNA DIAMOND, we select materials with extraordinarily high enthusiasm, with the keyword of "compassion".
-Lab-grown diamonds
As the name suggests, it is a diamond grown in a lab. It is also called synthetic diamond or man-made diamond.
It is said that it is very difficult to tell with the naked eye whether a cut or polished stone is natural or man-made because it has the same composition and characteristics as natural diamonds.
Lab-grown diamonds are known to have less environmental impact and less labor problems and conflicts than mined diamonds .
-recycled metal
Metal resources such as gold, silver, and platinum contained in discarded home appliances, mobile phones, and personal computers are recovered and reused.
It is also called an “urban mine,” likening it to mining in a mine. Compared to extracting precious metals from conventional mines, it has the characteristics of being considerate of the earth and making it easier to ensure traceability.
-Rospar
Only 10% of the pearls harvested are pure white and perfectly round. Unique pieces of color and shape were not accepted as jewelry and were discarded. However, ANNA DIAMOND believes that there is value in things with individuality. Above all, we believe that finding value in such unique pearls is a form of respect for the craftsmen who have cultivated pearls over the years.
3. Attitude to pursue better manufacturing
I believe that the most important element in embodying "ethical beauty" is to not be content with the status quo.
Trial and error, believing that there is room for improvement.
Question old habits and come up with better ways.
Make every hypothesis and keep moving.
I think that is an important attitude to embody ethical beauty.
future activities 
One choice can change the future.
Jewelry can only be jewelry when the person who creates it and the person who wears it come together.
We hope that ANNA DIAMOND's jewelry will gently accompany those who fly into a new era, and together we can open up a more beautiful tomorrow.
With such a prayer, we will deliver jewelry.