What is the future of beauty?
The answer lies in what you choose.
Choose what stirs you,
not what others call correct.
Live a life you'll be proud of tomorrow,
not one that follows the past.
PRMAL celebrates your courage.
Be premium.
Be minimal.
And be ethical.
The choice will make your life beautiful.
PRMAL's mission is simple: to make ethical, high-quality jewelry accessible.
Many natural diamonds reach you with their origins unclear and a real environmental cost behind them. And with every layer of a complex supply chain, hidden markups quietly stack onto the price. We questioned that lack of transparency—and rethought the industry from the ground up.
By choosing lab-grown diamonds — grown without mining — and overseeing everything from production to sale through technology, we strip away the unnecessary costs. The result: exceptional jewelry at a price that is simply fair.
Ethical, high-quality jewelry, made accessible. That belief drives us toward a more sustainable and equitable world.
We believe it is not enough to make jewelry with care for the environment — we must also build ways of giving back.
We strive to be a jewelry company that takes a forward-thinking approach to sustainability.
Trees play a vital role in absorbing CO2, a greenhouse gas in the atmosphere, making forest conservation one of the most effective ways to combat climate change. However, it's estimated that around 100,000 square kilometers of the world's forests are lost each year.
To address this issue, PRMAL has been actively involved since its inception as a member of 1% for the Planet ®, a global network of more than 5,000 member businesses.
As a way of giving back to the planet that has nurtured us, we support work that prevents deforestation around the world and keeps forests thriving for generations to come.
Lab-grown diamonds share the same composition as natural diamonds, with the same pure, brilliant sparkle.
Grown without mining and untouched by conflict, they are a more sustainable choice for the future.
Every piece of PRMAL jewelry is handcrafted by artisans with over 30 years of experience at our workshop in Kofu, Yamanashi.
From stone setting and polishing to the final finish. Because jewelry is meant to be worn for a lifetime, we cherish not only the beauty of the materials but the beauty of the craftsmanship itself.
PRMAL's design begins with looking closely at the forms found in nature.
The curves drawn by water, the gentle rhythms carved into the earth. We study the beauty nurtured over long stretches of time, carefully keeping only what is essential.
What emerges is jewelry that quietly resonates with the individuality of the wearer and settles gracefully into everyday life.
Explore PRMAL's design philosophy, shaped by our reverence for nature.
The time you spend wearing your jewelry, and the time you don't — we believe both are part of the jewelry experience.
PRMAL's packaging is designed not only to be beautiful the moment you receive it, but to live naturally in your everyday life for years to come.
We rethink the entire journey from production to sale, keeping unnecessary costs to a minimum.
In turn, we focus on the beauty of our materials and the precision of our craftsmanship, delivering pieces at a price that feels right for their quality.
Born into a family of jewelers with a legacy passed down through generations, I was surrounded by fine jewelry from an early age and felt a calling toward this craft. Guided by the belief that jewelry can bring radiance to people's lives, I have always sought to make fine jewelry accessible and bring smiles to as many faces as possible. Yet I could not ignore the problems facing the jewelry industry.
On a trip to Iceland, I witnessed firsthand the rapidly melting glaciers—a sobering reality that led me to question what could be done to protect this planet and its greatest treasures. It was in this context that I discovered lab-grown diamonds. Convinced that these diamonds could be a catalyst for sustainability in the jewelry industry and a solution to its inherent problems, I teamed up with like-minded individuals to establish PRMAL.
We hope that PRMAL jewelry will become a cherished part of your life, timeless in its appeal and passed down to future generations, giving rise to myriad beautiful stories along the way.
Go Fukushima, Founder & CEO
Diamonds and precious gemstones have captivated people for centuries, weaving a long and rich history. Meanwhile, advances in technology have ushered in an era of transparency, and uncomfortable truths once concealed by the industry are coming to light.
We believe it is crucial to confront these truths sincerely. Through the beautiful jewelry crafted by PRMAL’s skilled artisans—each piece a collaborative labor of love—we invite you to experience what jewelry should truly represent in the coming age.
Riki Shimma, Co-Founder & CTO
Our team is led by two leaders from the jewelry and technology industries: Go Fukushima, a third-generation jeweler with a wealth of experience in the field, and Riki Shimma, a technology specialist.
Based in Tokyo, our diverse team of experts harnesses cutting-edge knowledge and know-how to create a unique jewelry experience. Comprising specialists from various fields—from art and fashion to finance and technology—we're redefining what jewelry can be.
