Located in Shinjuku, the online marketplace for lab-grown diamond jewellery The Future Rocks has revealed its initial pop-up store in the country.
After years of prioritising e-commerce, the Shinjuku site is its first physical presence and the site has been designed in green as it aspired to showcase the new phases of sustainable jewellery through science and creativity.
“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.”
