Jewelry brand e.m. is celebrating its 30th anniversary with a new collection and limited-edition collections that go on sale at e.m. directly operated stores nationwide on Sunday, November 1, 2026.
Ahead of the nationwide release, the items will be available for early purchase at the exhibition event "ARE YOU EXCITED?", held at Laforet Museum Harajuku in Tokyo from Wednesday, October 21 to Sunday, October 25.
Product Lineup
New Collection Celebrating the Start of the 30th Anniversary
From left: e.m.eternal ring (existing product; silver 925, cubic zirconia, freshwater pearl) ¥47,300; cubic zirconia ring (silver 925, cubic zirconia) ¥33,000; pearl ring (silver 925, freshwater pearl) ¥25,300; cubic zirconia ring (silver 925, cubic zirconia) ¥25,300. All prices include tax.
Cradle Ring
An arc-shaped form drawn as if to cradle something precious. A new balance created by stacking, with a presence that brings out the main piece while still leaving its own mark. This jewelry series draws out new possibilities for jewelry and is ideal for layering.
Layering it with rings from the brand's icon series, e.m.eternal, to add a new balance and glamour is also a recommended styling.
Earring types are also available. Top (silver 925, cubic zirconia) ¥30,800; left (silver 925) ¥24,200; right (silver 925, cubic zirconia) ¥24,200. All sold singly. All prices include tax.
30th Anniversary Year Limited Collection
A collection offered for one year only, from Sunday, November 1, 2026 to Sunday, October 31, 2027. It goes on sale at e.m. directly operated stores nationwide.
Reversible rings (silver 925) ¥44,000 each; college ring (silver 925) ¥61,600; earrings, sold singly (silver 925) ¥13,200 each; charms (silver 925) ¥24,200 each. All prices include tax.
Coin Toss
Fate told by tossing a coin. The special coin, engraved with a lucky symbol, is a charm that brings a bright future whether it lands heads or tails.
The motifs are a bee, representing prosperity; a skull, a symbol that wards off evil; and a heart, which governs love.
This series of coins decorated with lucky motifs is also appealing as protective-charm jewelry.
It comes in a college ring type and a type whose top rotates so it can be worn reversibly (two ring styles), plus one earring style and one charm style, each available in three motifs.
Chains are sold separately.
From top: 2-stone swaying ring (silver 925, cubic zirconia) ¥74,800; 4-stone swaying ring (silver 925, cubic zirconia) ¥176,000; message engraved ring (silver 925) ¥36,300; triple ring (silver 925) ¥69,300. All prices include tax.
e.m.eternal -RE:DESIGN-
e.m.eternal has been loved for many years as the brand's icon series. A redesigned edition marking the 30th anniversary is introduced.
"Inherit, and build anew."
Taking e.m.'s motto, "Are you excited?", as its theme, the lineup features items that freely expand the range of expression of the appeal built into the design.
Where the existing product sets a freshwater pearl, this ring instead expresses the part with a spherical motif pave-set with cubic zirconia. The cubic zirconia used in the pave number "30" in honor of the anniversary, a deliberate design detail.
Bangle (silver 925, cubic zirconia) ¥115,500; upper earring, sold singly (silver 925, cubic zirconia) ¥25,300; lower earring, sold singly (silver 925) ¥23,100. All prices include tax.
A bangle that carries the design essence of the e.m.eternal ring, whose edges are rail-set with cubic zirconia, is also introduced.
Items other than rings are also on sale, such as earrings that use a silver texture finished in a rugged mood, another characteristic of e.m.eternal.
From top: cubic zirconia ring (silver 925, cubic zirconia) ¥70,400; pearl ring (silver 925, freshwater pearl) ¥77,000. All prices include tax.
30th Edition Back to 2000 - ASSEMBLY -
The signature design that has captivated many people with its distinctive look from the brand's early days to the present is reconstructed for the 30th anniversary milestone.
It is a unique design that gathers minimal-sized cubic zirconia and pearls into a spherical shape. Delicate stones, which often give a dainty impression, are transformed into a bold silhouette through a playful setting.
The ring lets wearers enjoy the fun of its small, trembling movement and a variety of sparkles that differ from those of a single stone.
To mark the 30th anniversary, it has been redesigned with a gorgeous 30 stones.
Stone × engraved ring (silver 925, cubic zirconia) ¥96,800 each; engraved ring (silver 925) ¥55,000. All prices include tax.
30th Edition Crest Ring
College rings and signet rings have long been given to mark milestones in life and history, such as graduations, foundings, and anniversaries. Engraved with crests and motifs, they have been passed down as keepsakes that preserve a sense of belonging, pride, and the time shared.
The "Crest Ring" created for the 30th anniversary is engraved, as symbols of the brand's journey, with the founding year, the brand's early logo, "925" (representing the brand's roots in silver), and the brand's motto, "Are you excited?"
Engraving 30 years of history and looking toward the future, it is an anniversary ring in which the brand's journey and the wearer's time overlap.
30th Anniversary Year Limited Collection (Store Caravan)
From Sunday, November 1, 2026 to Sunday, October 31, 2027, this collection travels in a "caravan" among e.m. directly operated stores nationwide, with each store carrying it for a limited period.
The caravan schedule will be announced in due course.
Set of seven rings (silver 925, cubic zirconia, freshwater pearl, brass, gold plating) ¥187,000 (tax included).
30th Edition Back to 2001 -Seven Stones Rings-
The signature design that has captivated many people with its distinctive look from the brand's early days to the present is reconstructed for the 30th anniversary milestone.
It draws on the night cityscape of Manhattan, New York, which the designer visited. From the countless lights, seven points of brilliance, for the lucky number "7," were gathered and set into the jewelry.
The design, which offers the freedom to change its look depending on how the pieces are stacked or arranged, along with a dignified beauty, has been reconstructed from a new perspective for the 30th anniversary milestone.
While bringing out the elegant appearance of the existing design, this time it incorporates bold colors and motifs and is dressed up with a contemporary expression. By combining designs that each already have an established individuality on their own, the pieces enhance each other's appeal and create an even stronger presence.
The synergy between different elements creates a dramatic mood.
Three-ring set type (silver 925, cubic zirconia) ¥63,800 (tax included).
From top: ring (silver 925, tiger's eye, diamond) ¥151,800; ring (silver 925, magnesite) ¥92,400. All prices include tax.
30th Edition Back to 2005 -FUSION-
A ring that layers different designs, such as a relief with a solemn mood and an oxidized texture, packing in the appeal of heavy silver jewelry.
On both sides of the center stone, which has a strong presence, are pig reliefs, said to be a symbol of good luck. They add e.m.'s signature playfulness to a rugged impression.
The 30th anniversary redesign comes with an expanded range of natural stones.
Another color: (silver 925, lapis lazuli, diamond) ¥151,800 (tax included).
Three-ring set (silver 925, cubic zirconia) ¥165,000 (tax included).
30th Edition Back to 2003 - 女の一生リング -
Antique rings passed down through generations, engagement rings that pledge a betrothal, wedding rings as proof of marriage... "女の一生リング" (literally, "a woman's life ring") is a set of rings modeled on the symbolic jewelry that people receive from loved ones over a lifetime.
While valuing values that change with the times, the design was born from respect and affection for the jewelry that has stood by people at life's milestones and played an important role in the history of jewelry. It is newly reconstructed for the 30th anniversary.
By increasing the volume of the gemstone elements, the design further heightens its luxurious mood, blending a classical character with a contemporary sensibility. The center stone of the ring at the top of the image comes in four colors: cubic zirconia (emerald color, morganite color, London blue dark color) and synthetic alexandrite.
30th Anniversary Year Limited Special Collection (Store Caravan)
A collection offered for one year only, from Sunday, November 1, 2026 to Sunday, October 31, 2027, at e.m. Aoyama, e.m. Namba, and the e.m.WEBSHOP.
At other e.m. directly operated stores nationwide, it will be sold for limited periods through the caravan.
The caravan schedule will be announced in due course.
Ring (silver 925, cubic zirconia, freshwater pearl) ¥165,000; bracelet (silver 925, cubic zirconia) ¥286,000. All prices include tax.
e.m.eternal -RE:CREATE-
e.m.eternal has been loved for many years as the brand's icon series. To mark the 30th anniversary, impactful special models go on sale.
The lineup includes luxurious voluminous rings and bracelets that incorporate the essence of the e.m.eternal ring.
These high-end models are intended to evoke both new surprise and a sense of nobility. They include a luxurious ring that joins three designs carefully selected from e.m.eternal, and a lavish voluminous bracelet that uses a ring design as is for its clasp.
Ring (silver 925, cubic zirconia, freshwater pearl) ¥99,000 (tax included).
Ring (silver 925, cubic zirconia) ¥154,000 (tax included).
Bracelet (silver 925, cubic zirconia) ¥385,000 (tax included).
Bracelet (silver 925, cubic zirconia) ¥385,000 (tax included).
Release Schedule
From Sunday, November 1, 2026, the collections go on sale at e.m. directly operated stores nationwide:
- e.m. Aoyama
- e.m. Marunouchi
- e.m. Isetan Shinjuku
- e.m. Yokohama
- e.m. Nagoya
- e.m. Namba
- e.m. Umeda
- e.m. Fukuoka Iwataya
- e.m.WEBSHOP
- e.m.ZOZOTOWN
The full lineup will be released early at the e.m. 30YEARS EXHIBITION "ARE YOU EXCITED?", held at Laforet Museum Harajuku from Wednesday, October 21 to Sunday, October 25.
- Some collections are available only until Sunday, October 31, 2027.
- For some collections, the stores that carry them differ depending on the period.
