We are Editors.
[Story about reshined materials.]

はじめに

What we present is a series of stories that elevate overlooked materials in our consumer-driven society, offering them new perspectives and meaning. Materials that have fallen outside conventional values—such as non-standard pearls, urban mines, and lab-grown diamonds—possess untapped potential. By uncovering their inherent strength and refining them into new forms of value, we call this act “sublimation.” In it, we believe the essence of next-generation luxury comes to life.

01. Encountering the Material

The story begins with the encounter of a new material. Our product development starts by carefully observing the material, studying its characteristics from multiple perspectives, and exploring ways to reveal its hidden beauty. Next, we use words to shape this beauty, outlining it as the foundation of our design. This unique process is born from the sensibility and skills cultivated by ANNA DIAMOND’s designer, who also works as a copywriter.

02. The Moment When Ideas Take Shape

The outlines shaped by words are then elevated into design. These designs come to life in workshops in Tokyo and Kofu, Yamanashi, where they are meticulously crafted by the hands of skilled artisans. Each piece reflects a fresh perspective that questions conventions and a wish for a better future, brought into form through delicate, precise work. What once floated as intangible thoughts and emotions transforms into something tangible—something we can touch and see. It is born into this world as jewelry that carries light, embodying our intentions and spirit.

03.Boundless Curiosity

Our vision extends beyond the boundaries of jewelry, ever expanding. Materials that have remained in the shadows will be given new life, elevated into art pieces—a journey that begins with our first creation to be unveiled in 2025. Discovering the potential hidden within these materials, refining them with care, and presenting a new perspective to the world—this is our mission.

Epilogue

"Hope"To live freshly and cheerfully, I strive to be someone who gracefully leaps over old habits. It is crucial to set aside prejudices and conventional wisdom, embracing a new perspective to explore the world from all angles, discovering its unseen beautiful aspects. With this mindset, even the mundane days can reveal invaluable treasures.Finding hope in today's society can be incredibly challenging. Yet, life is too short to just quietly wait for things to improve. Within the limited time of our lives, armed with the magic of a new perspective, I want to unearth and share these shining treasures. With this desire, ANNA DIAMOND was born.At ANNA DIAMOND, our creation starts with searching for materials—focusing on things previously unused in consumer society, like unique Akoya pearls and discarded cell phones, and highlighting their beauty in our jewelry.Take, for example, the Akoya pearls with unique colors and shapes that were never acknowledged as fine jewelry due to their individuality. However, by changing our viewpoint, we realize that their uniqueness, cultivated over many years, is indeed a treasure. To me, these pearls shine brighter with their vibrant, non-conforming individuality than if they were simply perfect spheres.Lastly, I have a younger sister named Anna, who is ten years younger than me. I named the brand after her, hoping that when she reaches my age, she will find herself in a more positive and vibrant society—a strong wish, a prayer, for a better future.I believe the world can become a more beautiful and radiant place.Haruna MoriFounder / Designer of ANNA DIAMOND

Founder / Designer

Haruna Mori, born in 1997, hails from Yokohama, Kanagawa Prefecture, and is currently based in Tokyo. After graduating from Keio University with a degree in Aesthetics and Art History, she began her career as a copywriter, working on campaigns for both domestic and international brands. Expanding her creative expression beyond the realm of words, she founded the jewelry brand ANNA DIAMOND and the concept store TWO WHEELERS' FLAT. She now serves as the brand's representative and designer, bringing her vision to life.