BRAND: CORE JEWELS
INTRODUCTION
FOUNDER: MASANORI YAMAZAKI
Masanori Yamazaki started his journey as a jeweler, driven by the collective energy of subcultures and a deep fascination with the individuality of diamonds. With a passion for highlighting the unique character of each stone, he explored the creative potential of jewelry as both art and expression.
In 2003, he founded CORE JEWELS, redefining the boundaries of traditional jewelry. One of his early innovations was the introduction of a bold black diamond collection. Always pushing the envelope, he later merged luxury with technology by launching jewelry enhanced with NFC (Near Field Communication) features and integrated social media experiences.
Under Yamazaki’s vision, CORE JEWELS has collaborated with iconic names including Hiroshi Fujiwara, UNDERCOVER, NEIGHBORHOOD, Tim Burton, Daido Moriyama, Tomokazu Matsuyama, Sony, and more—bridging street culture, art, and innovation.
INTERVIEW WITH CORE JEWELS: THE ALLURE OF BLACK DIAMONDS AND STREET-LUXURY FUSION
CHOOSING BLACK DIAMONDS AS A SIGNATURE
As a teen, I formed a community where we wore only black—from knit caps to sneakers—and hit the streets together. I’ve always been drawn to black as a color. For me, black symbolizes freedom. It’s a color that cannot be dyed by any other. One day, the idea of black diamonds just clicked in my mind. When I began searching for them in real life, I discovered that very few dealers handled them.
Black diamonds are the strongest and most beautiful black in the world. They became the perfect medium to express my identity.
THE CHALLENGES OF WORKING
WITH BLACK DIAMONDS
WITH BLACK DIAMONDS
THE LUXEDGE PHILOSOPHY:
LUXURY + EDGE
LUXURY + EDGE
ON THE COLLABORATION WITH FR2
BALANCING CORE JEWELS' CRAFTMANSHIP AND FR2's STREET AESTHETIC
CHALLENGES WITH THE ICONIC
RABIT MOTIF
RABIT MOTIF
REFLECTION ON JAPANESE STREET CULTURE
CORE JEWELS' PLACE IN STREET CULTURE
MESSAGE TO CORE JEWELS AND
NOVELSHIP FANS
NOVELSHIP FANS
CAN YOU SHARE A BIT ABOUT WHAT YOU'RE VENTURING INTO NEXT? ANY EXCITING PROJECTS OR DIRECTIONS WE SHOULD BE LOOKING OUT FOR?
I’ve always been deeply interested in bridging the gap between Web3 culture and the real world. At COREJEWELS, we previously created a closed community where jewelry—infused with technology and social media—served as the gateway. That experience strengthened my passion for merging digital innovation with tangible experiences.
Currently, I’m in the process of launching a Web3-powered platform designed to connect creators in the real world. We first unveiled the concept during last year’s largest Web3 event, TOKEN2049, co-hosting a sponsor event with Coinhako.
Since then, we’ve continuously refined the project, and now we’re finally preparing to launch the service this year.
CLICK THE BUTTON BELOW TO UNLOCK A SPECIAL IMAGE OF CORE JEWELS!
THE PURPOSE AND SIGNIFICANCE OF TIDE MOMENTS
- SHARING THE CREATIVITY AND STORIES OF DIFFERENT BRANDS
TIDE MOMENTS is not just a series of events; it is a bridge that allows us to establish a deeper connection with users through professional content. By creating carefully crafted videos, images, and other content, we aim to guide users through the stories and creative processes behind various trendsetting brands, showcasing their unique charm. - ENHANCING INTERACTION AND CONNECTION BETWEEN THE BRAND AND USERS
Through TIDE MOMENTS, we seek to establish a closer relationship with our users. The professional content on display not only allows users to experience our creativity but also encourages them to participate and provide feedback, making them an integral part of our creative process. Each interaction and participation deepens the emotional connection between the brand and its users. - DEMONSTRATING BRAND VALUES AND INNOVATION
TIDE MOMENTS is not merely a platform for showcasing brand content; it is also an opportunity for brand innovation and self-expression. Through high-quality content, we communicate the brand’s spirit of innovation and dedication to excellence, while also encouraging users to discover and express their own unique styles through professional content. - CONVEYING BRAND VALUES THROUGH PROFESSIONAL CONTENT
In TIDE MOMENTS, every video and image carries the brand’s story and core values. We aim to use high-quality content to help users gain a deeper understanding of the brand’s philosophy and values as they engage with the content. - INSPIRING CREATIVITY AND ENGAGEMENT
TIDE MOMENTS is not only a platform for sharing brand stories but also a space for inspiring creativity and innovation. We aim to encourage active user participation through diverse content formats and showcase their recognition and enthusiasm for the brand. Each participant’s creativity and feedback continue the brand story, helping us create more meaningful content together with users. - SHAPING THE FUTURE OF BRAND AND USER COLLABORATION
TIDE MOMENTS is more than just a platform for brand content creation; it represents an opportunity for the brand and its users to co-create the future. We aim to build a brand that focuses not only on products but also on stories, creativity, and close interaction with users. Through TIDE MOMENTS, we look forward to advancing toward a more innovative and vibrant future together with our users.