(Innovation in jewelry) Ethical jewelry EC brand “RURI” that does not betray global consumers and origins debuted at TOKYO JEWELRY FES on July 7

1. Problems in the gem market
The trade in gemstones is carried out through a very complex supply chain with many middlemen from the point of origin to the point of consumption. Unless you are an expert, it is difficult to judge the value of gemstones, but most of the gemstones in circulation are of unknown origin, there are quality changes caused by chemical processing, sources of funds, money laundering by dictators and terrorists, and fraudulent identity documents. Issues where important information about value is missing or not credible. While buying gemstones can be an expensive and exclusive purchase for consumers, there are significant risks involved.

Unlike diamonds, where big companies control global supply chains, many colored stones come from small civilian mines, such as those in Sri Lanka, and travel through more complex supply chains to end markets. In Sri Lanka, the hard work of the miners has enabled environmentally friendly mining, but their income is low, and the miners lack gemstone expertise and access to the market, so the gemstones they mine are traded for far more than their prices. Understand the global market.

2. Innovation of RURI

In Sri Lanka, one of the world’s leading gem producing countries, RURI members are based and travel, working closely with mines, cutters, jewelers, laboratories and government agencies to ensure legal compliance and ethics. High standards in terms of transparency and quality. Because we evaluate and source stones directly and locally, we can manage the quality and value of the stones well before they are delivered to the consumer.

In addition, we have introduced a mechanism to disclose the final selling price of each gemstone to the country of origin, and we will promote highly transparent transactions based on country of origin and fair prices.

RURI’s supply chain and online store implement advanced traceability (data tracking) technology based on the public blockchain, a decentralized, immutable and tamper-proof ledger of records. In the supply chain, various quality and social background information will be collected from the actual mining, processing, identification, trading, evaluation, sales and other links of gemstones. The ownership is attributed, recorded and accumulated on the public chain, and the information is correct. Disclosed to customers who purchase jewelry at RURI.shop.

The world’s unique gemstones sold by RURI generate twin gemstones in the digital space, and a wealth of diverse information is recorded and verified on the blockchain. Digital twins of Gems are capitalized as NFTs and delivered to consumers along with the gems. RURI named this twin gem “GEMini™” (the details of GEMini™ will be announced later). GEMini™ allows RURI’s customers not only to have a rich and authentic gemstone experience, but also to own their gemstones as valuable assets.

*RURI has a technology partnership with Tracified Technologies, a blockchain company focused on traceability.

■ Ruby Clement Private collection of generations of gem collectors and jewelers

To mark the opening of the online store, we will be offering carefully selected cut gemstones from the Ruby Clemente Private Collection (hereafter referred to as the Ruby Collection). The Ruby Collection houses an extensive collection of Sri Lankan gemstones, some of which date back to the mid-19th century. For this inaugural sale, we’ve featured a diverse collection of rubies, from affordable stones of all colors to expensive blue sapphires weighing over 10 carats. Many gemstones are unheated natural gemstones. *This ruby ​​collection has tracked the process of identification, export, Japanese quality assessment, etc. by an independent institution in Sri Lanka, which is a new requirement of RURI.

Ruby Clement Jayawardene

Ruby Clement Jayawardene is the fourth generation owner and operator of Ruby Jewelers, a long established gem and jewelry company based in Colombo. Ruby was born into a family of miners, gem collectors and jewelers, the son of a father, grandfather and great-grandfather who were all respected jewelers in Ratnapura, Barangota and Colombo. Ratnapura and Barangod (meaning “City of Gems”) produce most of Sri Lanka’s gemstones. He started his own jewelry business in Colombo, sourcing most of the rough gemstones from the Ratnapura and Barangoda areas.

Along with the online store opening, we will exhibit at Mineral Stone FES (https://onl.tw/CrUAg6v) at TOKYO JEWELRY FES.

On site, you can actually see the Ruby Clement Collection, and you can also demonstrate and learn about RURI’s supply chain, the mechanism of a unique online store combined with blockchain, how to acquire digital gems (NFT), etc. Let me explain.

Furthermore, you can pick your favorite jewelry and view it while browsing the RURI.shop catalog on your own smartphone. * Discount coupons will also be issued

RURI was established in January 2023, but we have spent many years asking ourselves, “Why do people buy jewelry now?” and “What does buying jewelry mean to people and society? I have been thinking about what is the real value of jewelry?”. Gemstones have been objects of mystery and fascination since ancient times, but we believe that today’s consumers spend their money more authentically, better and more beautifully, with beneficial social, economic and spiritual impacts. We believe it is worth pursuing as an exceptional discipline that enhances society and the well-being of society.

Five years ago, we started comprehensive preparations. In 2019, we visited the Sri Lankan government and received support for RURI. We have deepened our relationship with the sustainably produced gemstone community in Sri Lanka and developed the latest technology to bring these real values ​​to market. But then the outbreak of the new crown epidemic plunged Sri Lanka into a historic financial crisis and political instability. In Sri Lanka, it is still difficult to obtain the capital and fuel needed for mining. In response, RURI set up a company in January and resumed official residency and business travel in Sri Lanka (in cooperation with the Sri Lankan government Jewelery Department). And this time, we are finally going to open RURI.shop.

At RURI, we are currently developing an ethical collection to track and record gemstones from the rough mines in Sri Lanka, and a trading system based on our own fair trade. The first collection with a certificate of origin will be available this fall. In the future, RURI plans to expand its jewelry line to include custom-made products. In addition to RURI’s original brand jewelry, we will also provide RURI’s ethical jewelry to many creators in Japan and overseas, aiming to become a jewelry brand that can satisfy consumers’ diverse emotions.

RURI, the responsible brand for the sustainable production and trade of natural colored gemstones and jewelry, is committed to developing a sustainable gemstone ecosystem, connecting gemstone sources like Sri Lanka with consumers around the world. RURI is a social enterprise run by social entrepreneurs, gem designers, gem appraisal professionals, engineering PhDs with gem supply chain expertise, and blockchain company representatives. We believe it is not enough to claim that our products are good and sustainable for our customers, communities and the environment. Brands need to prove this to society. RURI ensures and certifies the traceability of jewelry through blockchain technology and promises everyone that it will continue to be a truly transparent brand.

Company Name: Ruli Social Innovation Co., Ltd.

Head office location: 5F, Ginza Fugetsudo, 6-6-1 Ginza, Chuo-ku, Tokyo

Representative Director: Asahi Fujimori

Established: January 2023

URL: https://ruri.shop/