Tokyo department store seeks global market with custom diamonds

Matsuya offers lab-grown stones for more affordable jewelry in ritzy Ginza district

Matsuya Diamond Top 2025-10

Matsuya department store says it can price its prototype ring with artificial diamonds at 3.5 million yen ($23,500), about a tenth of what it says jewelry with natural stones would cost. (Photo by Haruka Kadooka)

HARUKA KADOOKA

TOKYO -- Diamonds are forever, but custom-made ones could leave lasting memories and maybe a bit more money in the bank.

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