PFW SS25: PRMAL

Go Fukushima, Founder and CEO of PRMAL is working toward a more sustainable way to decorate your day to day. Participating in a monumental shift in the jewellery industry, the brand has opted for lab-grown diamonds, integrating them into their designs. With the aim of sidestepping natural diamonds’ iffy origins, this brand is focused on preserving the delicate and interweaving ecosystems that maintain the natural world we live and love in.

Though it is not an uncontentious area in the jewellery industry, PRMAL’s take on removing natural diamonds from the conversation, is perspective shifting to say the least. Having grown up in a family of jewellers, Fukushima decided that he wanted to take his own creations in a new direction, having decided at the young age of six, that he would one day create his own jewellery brand.

Due to the fact that the diamonds are grown in-lab, the various collections are listed at a fair price. Allowing most anyone access to the sparkling qualities of these pieces which would dress up any wardrobe. The diamonds are closely monitored during their development process, meaning that they come out clearer and more glimmering than standard diamonds. The brand is dedicated to transparency and is exceedingly vocal about its collaborations with top of the line domestic manufacturers. 

I was lucky enough to view the jewellery up close and personal as well as speak with the CEO and Founder himself. I arrived, hoping to gather a little more insight into the brand’s origins as well as the production process. We sat down for a brief chat amidst the excitement of the exhibition they were showcasing in, the MAN/ WOMAN showroom at 14 rue de Lancry, Paris. 

Tell us about your brand, what are we looking at today? 

PRMAL actually stands for premiere and minimum - combined. Everything is crafted in Japan, featuring lab-grown diamonds. We launched five years ago. I’ve always loved jewellery due to my family background. My grandfather owned a jewellery wholesale business, focusing especially on diamonds. My father’s company managed diamond wholesale as well. 

I personally started questioning the diamond supply chain. Leading me to focus on lab-grown diamonds specifically. I think that lab-grown diamonds can change the jewellery industry so that’s why I’ve chosen to use them. The jewellery concept is focused on beautiful, affordable fine jewellery, both the price and design being minimalist.

To clarify, you said PRMAL has been around for five years now? 

Next February will be the fifth anniversary for us. 

Have you shown at Paris Fashion Week before? 

No, this is our first time exhibiting. In Japan we’ve never hosted an event like this before. We only generally sell online, this season marks an expansion into the world market. 

We want to collaborate with select global distributors, our first exhibition is in Paris for that reason. We are B2C, but we have a showroom in Tokyo. Mainly we sell online but if a customer wants to try something specific they can come in person and try it on in the showroom. 

You mention your grandfather was in wholesale jewellery. Did you want to expand the family business or is owning your own brand something you always wanted to do?

I've wanted to own my own business since I was 6 years old. 

When i was a child, I decided to make my own jewellery brand. My father’s company has an exhibition every year - a family sale. My family would visit my father’s company and see everything taking place, that’s why it's so close to me. It’s why I especially love diamonds. 

I launched at 22 years old, a different brand initially. I launched PRMAL with my partner who I’ve known since junior high school. He’s an engineer taking charge of online development, while I’m in charge of creative. We’re proud to say we’re doing well so far, doubling in sales every year. 

From a jewellery perspective, I was inspired by my grandfather and father. But, the lab-grown diamonds… My father and aunt do not agree with them. That was my personal choice. 

When you imagine people reacting to the jewellery, how do you want them to feel? 

I want customers to feel like the jewellery is a part of their life. If a natural diamond is too expensive for younger generations, lab-grown diamonds are a more affordable option. Not only this, they can be worn every day, and are much more ethical. Our goal is to make fine jewellery more accessible, we cut the middle margin, that’s why we focus efforts online. 

If you could give your younger self advice after what you know now, what would you say? 

Trust yourself. 

The designs are simple yet decadent, allowing the wearer to feel dazzled up by their influence. The works come in both K10 and K18 quality silver and gold for the choosing. Jewellery items are also available for engraving online and the brand offers international shipping. Paris SS25’ was the first time the brand has ever exhibited outside of its origin country, Japan. 

Are lab-grown diamonds the future of the jewellery industry? PRMAL thinks so. The social consciousness is changing, with nearly every brand focused on a new level of sustainability. 

As we move past the draw of fast fashion, we’re beginning to pour energy and finances into slower, more ethically-produced garments. The tide is changing and PRMAL happens to be one of the visionaries steering full steam ahead, you might wanna get on - lest you sink in their wake.