PRMAL Inc. (Tokyo, Japan, CEO Go Fukushima), a D2C jewelry start-up using only sustainably grown lab grown diamonds, has announced that Diamond Foundry (San Francisco, USA, CEO Martin Roscheisen), to collaborate on a new project.
As the first project, PRMAL will begin selling products in Japan on Friday, November 20, 2020, using lab grown diamonds from Diamond Foundry, a company in which actor Leonardo DiCaprio is an investor.
Comments from representatives
Our brand philosophy and Diamond Foundry's direction are in sync with each other, which led us to this initiative. By combining jewelry created by Japanese artisans with the world's best lab grown diamonds, which are made from renewable energy, we are pleased to deliver a truly pure and sustainable product that means more than just beautiful traditional jewelry. - Go Fukushima, CEO of PRMAL Inc.
We are proud to have PRMAL Inc. feature Diamond Foundry sustainably created diamonds exclusively in their upcoming collection. Their brand values are well-aligned with ours and we are happy to have them represent us in the Japanese market. - Meg Trollan, Business Development Manager, Diamond Foundry
With the growing awareness of the SDGs in recent years, lab grown diamonds are attracting attention as an ethical alternative to conventional natural diamonds.
A lab grown diamond is a synthetic diamond made of the same components as a natural diamond. Its composition, purity and brilliance are exactly the same as natural diamonds, and even a professional diamond grader cannot tell the difference between a lab grown diamond and a natural diamond. Only with the help of a specialized machine can we identify the difference between a lab grown diamond and a natural diamond.
Because they are produced in a lab (factory), they do not create the environmental and social problems that natural diamonds do, and can be supplied in an ethical and sustainable manner. They have been worn by socially conscious celebrities such as Leonardo DiCaprio, Penelope Cruz, Meghan Markle, Lady Gaga and Emma Watson to name a few. It has attracted a lot of attention abroad, with people expressing their support for it. The price of the stone is 30~40% less expensive than natural stones, although it has exactly the same composition and luster.
Diamond Foundry (San Francisco, USA)
At Diamond Foundry, we are reimagining the industry by operating a responsible, honest and transparent business. As America’s leading producer of lab grown diamonds, we create diamonds aboveground in our San Francisco and Washington foundries with our proprietary solar technology. Utilizing renewable energy, we are the world’s first certified carbon neutral diamond producer. Only 1% of the world’s diamonds meet our unparalleled quality and craftsmanship standards. We collaborate with jewelry brands to create designs that empower and inspire.
For more information, visit DiamondFoundry.com
PRMAL (Tokyo, JAPAN)
PRMAL is an ethical fine jewelry brand for the future that uses sustainably grown lab grown diamonds in Japan. We use only lab grown diamonds, which look and feel identical to natural diamonds, and we control the entire process from production to sales to eliminate any unnecessary costs. Our goal is to make fine jewelry more accessible and ethical at optimal prices.