【Tokyo, Japan】Japan’s Largest Lab-Grown Diamond E-commerce Site Offers Over 500,000 Loose Stones and Designs for Customization

Pure Diamond Co., Ltd. (Headquarters: Minato-ku, Tokyo; Sales Headquarters: Taito-ku, Tokyo; Representative Director: Takuya Ito) has relaunched Japan’s largest-scale customizable jewelry e-commerce site, where customers can freely combine over 500,000 lab-grown diamond (LGD) loose stones and ring designs. The site aims to propose “practical luxury” that meets modern consumer needs by balancing price transparency with an overwhelming range of choices.

The relaunch introduces a new custom jewelry feature that allows customers to purchase rings by freely combining designs with loose stones, in addition to the existing loose stone sales. Diamonds available for combination range in size from 0.5 carats to over 5 carats. In terms of shape, customers can choose from 10 types, including the popular round brilliant cut, as well as oval, pear, heart, emerald, and princess cuts. In addition to colorless diamonds, fancy colors such as pink and blue are also available, enabling customers to design “their own unique piece” from an overwhelming selection.

Ring designs currently include six types, from classic solitaires to glamorous halos and delicate eternity bands. Materials can be selected from platinum, K18 yellow gold, K18 white gold, and K18 rose gold, catering to all lifestyles and preferences. All jewelry is manufactured at partner factories within Japan, ensuring high reliability in quality control and fine detailing. A post-purchase support system is also in place.

The ring body and loose stone are priced separately, making it clear to the purchaser “where the money is going.” This eliminates the “price opacity” and “questions about fairness” often associated with traditional jewelry purchases, creating a satisfying shopping experience for modern consumers who are sensitive to the balance between quality and price.

Furthermore, a ring using a 1-carat diamond can be purchased for under 200,000 yen depending on the combination, achieving a high-quality yet affordable price range. This is not a pursuit of “cheapness” but a redefinition of luxury through a rational supply structure and an online-only model.

Additionally, the service displays each diamond with 360° images, allowing visual confirmation of not only the shape but also the presence, location, and size of inclusions. Just as a professional appraiser examines each stone with a loupe, users themselves can check the details and select a piece they are satisfied with. This is a new purchasing experience unique to e-commerce, not found in physical stores, and is a distinctive strength of the company as a D2C brand that achieves both “trust” and “price.”

The values associated with jewelry are shifting from “ownership” to “empathy” and then to “meaning.” In this service, the process of completing a ring by considering combinations oneself, rather than choosing a finished product, becomes a major attraction for users.

LGDs are sustainable diamonds created using the latest technology, possessing the same material structure, brilliance, and hardness as natural diamonds. In Europe and the US, adoption by high-end brands is progressing, and they are becoming established in the market as a new option.

While still in its infancy in Japan, the emergence of a service with this scale, flexibility, and wide price range will be a major catalyst for market growth. Moreover, this online-only service can flexibly respond to regional limitations and the diversification of lifestyles. It is an extremely modern distribution model in that it provides equally high-quality jewelry experiences to those living in rural areas or those who find it difficult to make time to visit stores.

Pure Diamond Co., Ltd. respects individual aesthetics and values in jewelry and utilizes e-commerce as an infrastructure to give them form. The company aims to deliver not mass-produced items, but unique pieces imbued with “thought.”