#1 Beauty

The first thing you do when you wake up in the morning.

Casual words exchanged with someone important.

Jewelry to wear every day.

The small choices we make every day quietly become lines that eventually form the contours of our life.



There are countless beautiful pieces of jewelry in this world.

Choosing a piece of jewelry from among them is an exciting and joyful experience, but also a difficult one.

A design you love, a brand you admire, and the right price.

At times like these, one option we would like you to consider is ethical jewelry that shows consideration for the earth and others.

ANNA DIAMOND creates a new option in the world of jewelry: ethically beautiful jewelry.



About ANNA DIAMOND

ANNA DAIAMOND is a jewelry brand that creates ethically beautiful jewelry.



Materials include lab-grown diamonds,

Japanese baroque Akoya pearls, which would normally not have seen the light of day,

It uses recycled metals.



We manage production at an appropriate scale,

By directly purchasing materials, we can provide fair prices.

We are committed to ethical beauty, from sourcing our materials to the moment our jewelry reaches our customers.



ANNA DIAMOND's thoughts on "ethical beauty"

The Sustainable Development Goals (SDGs) were adopted at the 2015 United Nations Summit.

People all over the world are working towards a sustainable future.

Jewelry and sustainability go hand in hand.

Diamonds and precious metals are directly and indirectly associated with environmental destruction, labor in poor conditions in mines,

There are various issues such as child labor.

There are also cases where mined gems and other items are used to fund conflicts.



At ANNA DIAMOND, we believe that jewelry that is close to our minds and bodies is the best.

I believe that it should possess "ethical beauty."



Defining "ethical beauty"

There's something I need to tell you first.

Sustainability and the fashion industry are fundamentally at odds.

However, ANNA DIAMOND does not neglect the color and happiness of this moment.

I believe there is a way to care for the future.



And above all, while it is extremely difficult to perfectly embody sustainability,

Even if it is imperfect, we take one step at a time and strive to create better products.

I think it’s something that’s needed in today’s world.



Three elements of "ethical beauty"

At ANNA DIAMOND, we believe that ethical beauty consists of three elements:



1. Transparent manufacturing

At ANNA DIAMOND, we learn where, who, and in what environment things are made.

I'm trying to keep everyone informed.

As part of this initiative, an exhibition will be held in Tokyo and Paris from August to September 2023.

Yamashita Pearl, a pearl farmer in Uwajima City, Ehime Prefecture,

We have taken photos of the jewelry processing workshop in Kofu City, Yamanashi Prefecture,

I shared it with everyone as a photo exhibition.

We will continue to work to provide even greater transparency.



2. Materials that show consideration for others

At the heart of ethically beautiful jewellery are thoughtful materials.

At ANNA DIAMOND, we select our materials with passion and with "compassion" as our keyword.



-Lab-grown diamonds

As the name suggests, this product was grown in a lab.

This refers to diamonds. They are also called synthetic diamonds or artificial diamonds.

Because it has the same components and characteristics as natural diamonds,

It is difficult to determine with the naked eye whether a cut or polished stone is natural or artificial.

It is said to be very difficult.

The most important thing is that lab-grown diamonds are

Compared to diamonds extracted from mines,

It is a material known for having a low environmental impact and not being involved in labor issues or conflicts.



-Recycled metal

Contained in discarded home appliances, mobile phones, computers, etc.

It is made by recovering and reusing useful metal resources such as gold, silver, and platinum.

They are also called "urban mines", likening them to mining.

It is more environmentally friendly than extracting precious metals from traditional mines.

It has the characteristic that traceability can be easily ensured.



-Rosspar

Only 10% of the pearls harvested are pure white and perfectly round.

Items with unique colors or shapes were not recognized as jewelry and were discarded.

However, ANNA DIAMOND believes that individuality is what is valuable.

And above all, finding value in such unique pearls is

I think it's a sign of respect for the pearl farming artisans who have spent so many years creating these products.



3. The pursuit of better manufacturing

The most important element in embodying "ethical beauty" is,

I believe it's about not being content with the status quo.

Believing that there is room for improvement, we continue to experiment.

Question old habits and come up with better ways.

Make all kinds of assumptions and keep moving forward.

I believe this is an important attitude for embodying ethical beauty.



Future Activities

One choice can change the future.

Jewelry can only become jewelry when the creator and the wearer come together.

ANNA DIAMOND jewelry will gently accompany those who are about to embark on a new era.

May we together carve out a more beautiful tomorrow.

We deliver our jewelry with this prayer in mind.