Online marketplace for lab-grown diamond jewellery The Future Rocks has launched its first pop-up store in Japan.

The store is located in Shinjuku, central Tokyo, and is the brand’s first physical presence following years of investing in e-commerce.

The store, designed with green as the main theme colour, aspires to showcase the new phases of sustainable jewellery through science and creativity. The brand’s goal is to educate consumers about lab-grown diamonds and sustainability and enable customers to see and touch its products in person.

“The technology has really improved a lot, and because the supply is unlimited, you can really do anything,” Anthony Tsang, The Future Rocks’ CEO told WWD. 

“You can even cut a lab-grown diamond into the shape of a letter, which is something you could never do with a natural diamond because there would be too much waste and the cost would be way too high.”

The Future Rocks, founded in Hong Kong, specialises in eco-friendly jewellery and supports a circular economy driven by ethical and transparent business practices.

Last year, Canadian luxury jewellery brand Korite expanded its footprint in Asia, in partnership with exclusive distributor Kaimirra Tutan.