Editor’s Note
The rise of lab-grown diamonds continues to reshape the jewelry landscape, blending luxury with sustainability. This article details how one brand is leveraging this technology to offer a new level of bespoke, high-carat design.
The jewelry brand “ENEY,” which has garnered attention since its launch in August 2021 for its environmentally conscious lab-grown diamonds and sophisticated designs, is introducing a new line, “ENEY FINE,” which allows for fully customized jewelry creation. Centered around lab-grown diamonds of 3 carats or more and lab-grown colored diamonds, it will shape the individual requests of each customer.
1. Use of Large Diamonds Over 3 Carats
“ENEY FINE” accepts full orders, primarily featuring lab-grown diamonds and lab-grown colored diamonds of 3 carats or more, in consultation with designers involved in “ENEY” production. By listening to customer requests and adding a touch of “ENEY’s” distinctive elements, they propose playful yet high-quality fine jewelry designs, creating one-of-a-kind custom jewelry.
2. Realization of Innovative Designs and Bold Cuts
Due to the stable supply and price advantage of lab-grown diamonds, designers can now conceive designs with greater freedom, significantly expanding the possibilities of jewelry design. It has become easier to attempt designs and cuts that were difficult with traditional diamonds, allowing creation tailored to customer preferences.
3. Price Approximately One-Tenth of Natural Diamonds (Per Carat Equivalent)
Lab-grown diamonds can be supplied more affordably and stably than natural diamonds because they incur no mining costs, risks, or margins from intermediaries. They are also easy to use for travel or fashion purposes, allowing one to casually enjoy the brilliance of diamonds from everyday wear to special occasions.
1. Popularization of Lab-Grown Diamonds
Continuous technological innovation in the manufacturing process of lab-grown diamonds enables more efficient production and sale of higher quality and larger diamonds. For this reason, the global market size is rapidly expanding.
2. Price Gap with Large Natural Diamonds
While the price of natural diamonds tends to decline with the rise of lab-grown diamonds, high-quality natural diamonds over 2 carats and rare colored diamonds continue to retain their value as assets. Therefore, the affordability and price difference between lab-grown and natural diamonds are even more pronounced, especially for larger stones.
3. Production of Rare Fancy Color Diamonds is Possible
Production of fancy color diamonds like pink and blue is now possible in labs, making colored diamonds, which were extremely rare and expensive among natural diamonds, accessible at more affordable prices.
Through these circumstances, “ENEY FINE” was born, aiming to acquire new customer segments while maintaining the worldview of “ENEY.”
It targets affluent customers, including the discerning Matsuya Ginza’s private clientele who enjoy jewelry as part of fashion and self-expression. Even those who are not private clients can place orders by contacting via the inquiry form on the “ENEY” website.
1. Consultation
By appointment, a consultation with a designer is held within Matsuya Ginza. Customer requests regarding the size, color, design, etc., of the lab-grown diamond are discussed.
2. Proposal & Quotation
Using the tablet app “NOMADO,” the designer creates rough sketches and makes proposals. A quotation is calculated based on the desired design. A sample may be created using a 3D printer depending on customer requests (additional charges apply).
3. Design Finalization & Order Placement
After consultation, the design is finalized, and the order proceeds. Sourcing and processing of materials other than lab-grown diamonds are all conducted within Japan.
4. Delivery
Completion and delivery to the customer in a minimum of approximately 2 months from consultation.
Born in Tokyo in 1988. Self-taught in metalworking, she seriously started jewelry making in 2012. Based in a Ginza atelier, she has broad experience, not only with her own brand but also designing and OEM for domestic and international brands. Furthermore, she is involved in multiple fields including interior design, product design, and photography direction. She combines solid craftsmanship with a design sensibility, valuing high-quality production with attention to detail. She has previously been in charge of series such as “PETALS” and “MEBUKI.”
Shop Opening: August 27, 2021
Items Handled: Approximately 24 series (about 250 types) including rings, necklaces, and earrings.
Store: Matsuya Ginza 1st Floor, Accessories Section
Online Store: https://eney.jp/
Global Online Store: https://eney-global.com/
Business Performance: Achieved approximately 140% year-on-year sales growth for three consecutive years since founding. For fiscal year 2024, sales were approximately 130% of the previous year.
Goal: 130% year-on-year sales growth for the entire “ENEY” brand, including “ENEY FINE.”
Other Store Expansion: Since 2022, regular pop-up events have been held nationwide, with 10 pop-ups conducted in 2024.
Future Sales Channels: Planning to exhibit at the “Jewellery & Gem WORLD Hong Kong” trade show held in Hong Kong from September 17 to 21.
Diamonds grown in a “lab,” such as a laboratory or workshop. They are real diamonds with the same raw materials, optical properties, physical properties, chemical composition, and crystal structure as natural diamonds. They offer quality equivalent to natural diamonds at an accessible price.
