[300% Growth After Failed Co-founding] Lab-Grown Diamond Engagement Ring D2C Brand "DIALLURE" Undergoes Rebranding

DIALLURE (Headquarters: Minato-ku, Tokyo; Representative: Mariko Yanaka), which provides engagement rings using lab-grown diamonds, announced a comprehensive renewal of the brand effective May 19, 2026.

Prior to this, the company also reported changing its name from EMINA Co., Ltd. to DIALLURE Co., Ltd., adopting the brand name.

Overcoming Failure and the "Mission for the Next Generation"

This is not the first time Representative Yanaka has launched a lab-grown diamond jewelry brand. The first attempt was a joint venture that closed prematurely due to differences in direction. She describes this period as the moment she lost the most confidence since starting her career in 2015.

While struggling with whether to continue the business, she returned to her original ambition: "to present a way for a company to maximize the radiance of women within the framework of Japanese society." To prove this, she chose to continue and scale the business.

Through steady, organic growth on social media rather than relying on advertising, the brand was supported by engagement rings with beautiful designs using various diamond shapes, moving beyond the "natural vs. lab-grown" debate. As a result, the showroom in Shirokane-Takanawa saw a continuous influx of reservations, leading to a 300% year-on-year growth this fiscal year.

Following this success, the company withdrew from other bridal-related businesses to focus on a single business model and renamed itself "DIALLURE Co., Ltd." This reflects their resolve to walk the path as a leading company in the lab-grown diamond engagement ring market.

Meaning Behind "DIALLURE"

"DIALLURE" is a coined word combining "Diamond" and "Allure" (having a will and presence).

It contains the wish to be a brand that stands by independent couples who ask themselves, "what is best for us?" and choose accordingly, rather than just being "the same as others."

Brand Concept: Two Origins, One Eternal Sparkle

There are two origins for diamonds:
Those born over many years in the earth.
Those born through state-of-the-art technology.

Despite different backgrounds, their brilliance is equal.

DIALLURE aims to be a brand that affirms both and stands by the values of those who choose. This also overlaps with the partnership of two people with different backgrounds. Respecting differences and walking together leads to a stronger, more beautiful life. We aim to create engagement rings that are always by your side.

Website: https://diallure.co/

What are Lab-Grown Diamonds?

■ Properties "Completely Identical" to Natural Diamonds

Fundamentally different from imitations or similar stones (like cubic zirconia), they possess the exact same chemical, physical, and optical characteristics as natural diamonds. Even professional appraisers cannot distinguish the difference by sight.

■ "Ethical Origin" - Earth-Friendly and Transparent

It is said that digging up 1 carat of natural diamond usually requires excavating 200 tons of soil. Conversely, lab-grown diamonds are free from ethical and environmental concerns such as soil pollution and conflict diamonds. DIALLURE views this clean origin as an absolute condition for "modern luxury."

■ Commitment to Unparalleled "Brilliance Quality"

Lab-grown diamonds, grown under strict management, can achieve the highest purity level called "Type IIa," which is nitrogen-free and accounts for only 2% of natural diamonds. DIALLURE carefully selects stones suitable for engagement rings based on its own unique criteria.

■ "New Value" Created by Smart Choices

Because mining and distribution costs are reduced, it is possible to choose a higher-grade stone than natural diamonds for the same budget. This has become a new standard for independent couples who choose "intrinsic value" based on their own criteria without being bound by convention.

In fact, in the US, more than half of engagement rings have been replaced by lab-grown diamonds. It is believed that this wave will soon reach Japan as well.