Thanks to Haruka Kadooka for this beautiful shot that looks down on a truly creative intervention taking place at Matsuya Department Store in Tokyo. On October 5, 2025, the store unveiled its latest venture into the luxury market by offering custom-made diamond rings featuring artificial diamonds. This strategic move positions them to capture the attention of an international audience looking for quality jewelry without the hefty price tag.
Matsuya Diamond, the store’s devoted jewelry division, has produced a prototype ring that demonstrates the promise and peril of artificial diamonds. Each prototype comes in at 3.5 million yen, just under $23,500. It signals a huge opportunity for consumers who are ready to invest in customized jewelry.
With the introduction of this personalized ring, it exemplifies Matsuya’s drive to bring luxury within reach. Ethically sourced traditional jewelry with natural stones can be as much as ten times more expensive than the model ring. This combination of quality and affordability makes it perfect for shoppers looking to add some new statement pieces without spending a fortune.
Matsuya Department Store is hoping to stay ahead in the rapidly expanding market for tailor made jewels. By leveraging advancements in diamond technology and offering personalized options, the store aims to cater to a diverse clientele, including both domestic and international customers.
The decision to feature artificial diamonds reflects broader trends in the jewelry industry, where consumers are increasingly leaning towards sustainable and ethically sourced alternatives. Matsuya’s initiative isn’t just about being the first – it’s about looking to where today’s shoppers are headed.