【Tokyo, Japan】Ethical Jewelry Brand ‘PRMAL’ Holds Pop-Up, Sensing Shift in Customer Awareness

Ethical jewelry brand PRMAL is holding a two-day pop-up event at Daikanyama T-SITE on May 23 and 24.

Founded in 2020 by Tsuyoshi Fukushima, whose family business is diamond wholesaling, PRMAL is a D2C jewelry brand. It pioneered the use of lab-grown diamonds in designer jewelry, a concept that was still little-known at the time, and has since led the industry.

The brand was inspired by Fukushima’s trip to Iceland, where he witnessed the loss of beautiful glacial lakes due to climate change. He recalls:

Lab-grown diamonds are synthetic diamonds composed of the same material as natural diamonds. They are produced using two methods: the HPHT (High Pressure High Temperature) method, which artificially replicates the natural diamond formation environment, and the CVD (Chemical Vapor Deposition) method, which builds crystals by layering carbon. HPHT is better for creating fine crystals but harder to control shape, while CVD excels at producing large, high-precision crystals that are rare in nature but struggles with fine crystal layering. New pieces showcased at the pop-up include rings featuring 2-carat and 5-carat diamonds with delicate cuts.

Initially, the brand faced negative feedback about synthetic diamonds. However, in recent years, an increasing number of customers who have learned about conflict diamonds (illegally traded to fund conflicts) and choose to avoid natural diamonds are turning to PRMAL for lab-grown alternatives. This reflects a rising interest in and shifting attitudes toward lab-grown diamonds.

At the pop-up, existing products are available for immediate purchase or order, and upcoming new items are being introduced early.

PRMAL 2026 Collection Exhibition & Pop-Up
Dates: May 23 (Sat) – May 24 (Sun), 2026
Venue: Daikanyama T-SITE GARDEN GALLERY
Address: 16-15 Sarugaku-cho, Shibuya-ku, Tokyo

Official Instagram: @prmal_official