ABOUT US

- About Us -

A future where everyone can enjoy first-class Diamonds every day.

We aim to go beyond the old norm that equated beauty with ever-pricier natural diamonds, and create a “future everyday” where people enjoy first-class diamond jewelry—through lab-grown diamonds that are kinder to the environment and easier on your budget.

The sparkle of Diamonds makes
everyday life brighter and more positive.

Diamonds that brighten everyday life

We believe diamond sparkle lifts your mood—its “breezy” brightness brings confidence and a smart, polished look.
Not only for special events like weddings, graduations, dinners, and trips,
but also for daily scenes—housework, office work, a stroll in the park—we hope diamonds fit naturally into everyday life.
Pursuing sustainability
from mining to commercialization

Sustainability from mining to product

In some producing regions, mining can harm soil and involve unsafe labor conditions.
We handle diamonds with environmental and labor consideration,
providing products that are clean from the production process and can be worn with confidence.

As natural diamonds can lose origin traceability through secondary and tertiary distribution,
we simplify complexity and reduce middle costs by offering lab-grown diamonds.

Sustainable Jewelry

Because it’s “sustainable” jewelry,
= Top quality × Price transparency × Short lead times
is what we aim for.
As a venture company, we challenge ourselves to:
"Transform the jewelry industry into one that is sustainable with transparent pricing"
"Pursue better quality and transparent pricing—even while being sustainable"
We will strive to improve the industry structure for the better.

Highest Quality

Challenging the fixed idea that “natural > man-made” in diamond quality.
Offering 3EX, VS2 up, G up.
For example, a 1ct natural diamond of similar quality can exceed ¥800,000; we offer it for one-third or less—¥200,000–¥250,000.

Price Transparency

By minimizing labor and middle costs, we achieve transparent pricing that’s easier to reach.

Our service:
• Transparent pricing—lab-grown diamonds shipped directly from the factory
• Online store—factory-direct to reduce middle costs

Short Delivery

Short Lead Times

• Semi-custom items are delivered in about 3 weeks to 1 month.
• Because we’re online, we respond quickly via chat and consultations. With video and photos, you can connect from home, at your pace—no pressure, just fast support.

If you’re in a hurry to prepare a proposal, we’ll support you—e.g., loaner proposal rings or samples—so you won’t miss your special moment.

FOUNDER'S THOUGHTS

Founder's Thoughts

Start

Beginning

It started when my partner said, “I don’t want to wear a diamond engagement ring.”

She felt uneasy that diamond supply chains could use large amounts of forest and water resources and sometimes involve unfair labor, and she didn’t want to overspend on a ring.

She began researching pearl and gold rings.

Around that time, at an overseas trade show I learned about lab-grown diamonds—an option made in safer, lab-like environments and gentler on nature. She loved the gift, and because lab-grown cost less than mined, the “wedding preparation budget” I’d set aside was enough—and we used the savings for diving and overseas travel together.

Brand Establishment / Mission

Brand Mission & Establishment

The engagement ring made with a lab-grown diamond shone beyond expectations, and we found it great for daily wear.
Abroad, such rings are already a standard choice—data says 46% of U.S. couples choose them—but adoption in Japan remains limited.

Despite being eco-friendly, affordable, and high-quality, the narrative “lab-grown = man-made = fake” is common—what a waste.
With an entrenched industry structure, distribution and pricing lacked transparency.

To address this, we set two missions:
• Transform the jewelry industry into one that is sustainable with transparent pricing.
• Even while being sustainable, aim for better quality and transparent pricing.
We’ll challenge the industry structure for the better.

While exploring the brand launch, we met Akane, a jewelry designer/modeler with 15 years’ experience.

Combining Akane’s design skill for major brands with Shudai’s web/management background,
and a partner with a discerning eye for jewelry, we started the brand together.

When you hold our jewelry, we hope the sparkle lifts you up and makes you feel positive.
We want to be that kind of brand. Please experience it for yourself.

When you hold our jewelry, we hope the sparkle lifts you up and makes you feel positive.
Please experience it for yourself.

Founder Shudai

DESIGNER

Akane

Graduated from a jewelry technical school.
15 years designing and modeling with jewelry brands in Kofu and Tokyo.
As a freelance designer, provides designs to major brands—rings, necklaces, earrings, ear cuffs, bracelets—experienced across technique, design, and aftercare; feel free to consult about anything.
Also skilled at handmade accessories.
Since becoming a parent, focuses even more on designs easy to wear in everyday life.

TEAMMEMBER

Team Members

BRIGHT&BREEZY
aims to create a workplace where energetic, talented members can work while making time for parenting.

We believe an online-first store is the best approach.
Working in physical stores can make it hard to respond quickly to a child’s condition or emergencies.

So we follow rules like:
• Parent team members lead customer support and web operations.
• Family time first—work 4–5 hours/day efficiently instead of 8.
• With team members who’ve long used wedding and engagement rings,
we keep refining “designs that stay easy to wear.

⇒ This also inspired a collection that’s comfortable even during housework.

Alice
Procurement
Selects lab-grown diamond quality; live streaming
Past: Amazon, TV shopping
Mayu
Customer Success
We respond to your requests.
Past: Intl. airline cabin crew, travel agency (Singapore)
H,G
Logistics & IT
Past: Apple, Dyson
Yurie
Customer Success, Blog & Events
Past: Event company, dance unit