We have distributed a press release for “Nurturing Diamonds”

Growing diamonds with humans and animals
Next-generation personalized jewelry experience with passion
“Nurturing Diamond” Servicerelease

You can also check samples at stores nationwide.

 

Co., Ltd.AFJ(Headquarters: Osaka City, Osaka Prefecture, President and CEO: Akihime Aso) has released the next generation jewelry brand “Nursing Diamonds”.2025year11moon29On Sunday (Saturday), we will open the flagship shop at the Japanese venue in Nakazakicho, Osaka City.

In addition to expressing the brilliance of a loved one's or pet's life with a beautifully sparkling diamond, we can also handle items that you would like to turn into diamonds, starting from a single hair. In order to let as many people as possible know about the next-generation jewelry experience "Growing Diamonds," we will be introducing the contents of the opening commemorative campaign and the "perfect for these people" for each occasion.

 

"Growing Diamonds" is a next-generation personalized jewelry experience that uses the latest technology and the power of science to extract the carbon source that is the source of diamonds from the items you have entrusted to you and synthesize them into lab-grown diamonds. Traditionally, diamonds have generally been naturally produced in the earth's core (deep earth) mantle hundreds of millions of years ago, but due to their high rarity, they are rarely processed into diamonds themselves. ``Mondo'' extracts and synthesizes the source of diamonds from items that are important to customers, making them unique and different from natural diamonds, and allowing the beautiful brilliance of ``nurturing diamonds'' to be imbued with stories and meaning. In addition, we prepare a diamond appraisal certificate and a growth certificate for each stone, so you can rest assured that you can see that the diamonds are being grown from the items you have entrusted to us.

 

 

■Increasing demand for lab-grown products. The background is the new trend of “price and size”

In recent years, demand for lab-grown diamonds has been rapidly expanding in Japan. Particularly in the bridal field, there has been an increase in the number of voices such as ``I want to enjoy large grains as a fashion item'' and ``I want to keep the price down and choose freely.'' In fact, at the Osaka Umeda store of AFFLUX, a bridal jewelry brand that we provide operational support for, we have been expanding our lineup over the past year to allow customers to compare and choose between natural and lab-grown rings, and as of October 2025, approximately 40% of engagement ring buyers have chosen lab-grown rings.
The reason for choosing it is “rationality” and “design freedom”. The store sells the highest quality diamonds for engagement rings, and is building a new market for ``jewelry that can be enjoyed on a daily basis'', as large 1-carat diamonds that cost more than 1 million yen for natural diamonds can be purchased for about 180,000 yen for lab-grown diamonds.

The popularity of mass-produced lab-grown products reflects the consumer sentiment of ``bigger, more beautiful, and more affordable.''

■A new era jewelry experience that brings your thoughts to life

On the other hand, jewelry has been passed down from ancient times to symbolize feelings and bonds. The company's new service called ``Growing Diamonds'' has provided Lab Grown with a new way to express their feelings.

``Nursing Diamonds'' are ``memory jewelry'' created from symbols of each person's life, such as keepsakes, belongings, pet hair, family hair, and wedding vows.

“Even though it has the same shine as natural light, it has a meaning that I want to wear for the rest of my life.”
“I’m glad we were able to make diamonds that are connected to us.”
“It was so sparkly it was dazzling.”

We have received many comments of surprise and excitement from customers who have actually used the service.
The very act of ``turning traces of life into brilliance'' is gaining sympathy as a new jewelry culture.

 

“Nursing Diamond” lineup and SNS accounts

■bare stone (loose)

You can receive the diamond alone before it is processed into jewelry. Recommended for those who want to keep important things close to them.

Size:0.5ctWe have prepared everything above.
Open price:520,000Yen (tax included) ~
Color: white, pink, blue
Clarity cut:DEF-VS2More than excellent cut
Comes with diamond evaluation report and cultivation certificate

Diamond grown from dog hair (bare stone)
 

■Rings/processed necklaces

The type that you receive by clipping it onto a ring or necklace. For those who want to wear it, we recommend turning it into jewelry.

Material: Platinum orK18gold
Open price:674,000Yen (tax included) ~

Diamonds grown from children's baby teeth

 

 

 

The diamond that is synthesized isGenuine material that is chemically and structurally identical to nature. It achieves a shine that is comparable to natural products. The price is about half of natural.

・Natural diamond (1ct)…Approx. 1 million yen~ 
・Nursing diamond (1ct)…Approx. 620,000 yen~ 

In recent years, at the aforementioned brand's main store, ``approximately 40% of bridal rings choose lab-grown,'' and even in Japan, the brand is responding to the need for ``meaningful jewelry for everyday life.''

 

 

We have always wanted to make people around the world happy, so we have created a nationwide jewelry brand called ``AFFLUX”We have helped enrich lives through jewelry, such as by being involved in the management of .

 

Based on the philosophy of ``we want to make people around the world happy,'' AFJ has supported the dissemination of a culture that injects meaning into jewelry through sales staff training and operational support at jewelry shops across the country.
Utilizing our many years of knowledge, we propose a new concept of growing diamonds from yourself or a part of your loved one, as a form that can better reflect your personal thoughts and stories.
Furthermore, we are committed to domestic manufacturing and affordable prices, and have designed it so that as many people as possible can have the experience of turning their thoughts into reality.
Representative Aso says:

``When many people hear the word ``artificial,'' they think it's fake.However, just as farmed eel is the same eel as a natural eel, lab-grown eel is also a diamond.
We believe that correctly understanding natural and artificial and conveying the value of both will enrich the future of the jewelry industry. ”

At the ``Nursing Diamond'' main store, we offer ``diversification of options'' and ``updating of knowledge'' by handling both natural and lab-grown diamonds. In the future, we plan to expand our brand's worldview by partnering with stores across the country.

The flagship store “Secret Base” will open on November 29, 2025, in Nakazakicho, Osaka, which is lined with unique shops.
Based on the concept of ``a place where you can create your own jewelry with the pure curiosity of a child,'' this is the first store in Japan where you can compare natural and lab-grown products side by side.
At the secret base, we carry "Nursing Diamonds" and "AFFLUX" with "Yubiwa Kotoba", and we also plan to open a limited edition salon of a new brand using large lab-grown grains of 1 ct or more.
It is truly a "next generation jewelry culture base" where jewelry with different values ​​coexist.

 

 

To commemorate the opening, ``I want you to hold it in your hands, see it with your own eyes, and feel it,'' a limited number of customers will be offered each day.Compare natural and lab-grown (approximately 0.1ct each)We are holding an event where you can do this (reservations given priority/ends as soon as supplies last). In addition, ``Wire Art Phalaenopsis Orchid'' was used as the celebratory flower instead of Phalaenopsis Orchid. We embody the brand's philosophy with a spatial production that combines sustainability and artistry.

 

[Store information]

“Nursing Diamond” main store (opened on November 29, 2025)
Location: 1F Secret Base, 4-1-4 Nakazaki Nishi, Kita-ku, Osaka City, Osaka Prefecture (next to the left of Osaka Nakazaki Post Office)
Business hours: Monday and Friday 13:00-18:00 / Saturdays, Sundays, and holidays 12:00-18:00
Closed: Every Tuesday, Wednesday, Thursday (open on holidays)

 

[Company profile]

Company name:AFJCo., Ltd. 
Head office location: Secret base 1F, 4-1-4 Nakazaki Nishi, Kita-ku, Osaka-shi, Osaka
Representative Director: Akihime Aso
Capital:1,00010,000 yen
Established:2015year2moon