ethics in the diamond jewelry business (part three)

From the very beginning, my partner and I got into the business of selling engagement rings not with a mission to change the world, but rather to capitalize on a business opportunity. Today, prices for bridal jewelry in Japan are too high, and we can do better by selling quality products directly on the Internet. Quoting our business plan, “Our customers are people who research their purchases, value quality over brand, and who want more jewelry for their money.”