The sustainable jewelry brand mi luna, which upcycles natural gemstones and pearls, has announced a special campaign called "Choose to Be Myself. — A Day to Choose Who I Am —" to commemorate International Women's Day.
International Women's Day on March 8th is a United Nations commemorative day that celebrates women's achievements while raising awareness of ongoing inequalities in education, employment, and political participation, as well as issues of violence.
mi luna, a brand rooted in the idea of being "an amulet-like presence that supports today's women," is marking the occasion together with its customers. Three special initiatives have been prepared to honor the paths women have walked and to encourage them as they look toward the future.
"Choose to Be Myself. — A Day to Choose Who I Am —" Campaign Overview
1. Empowerment Jewelry
Jewelry can offer confidence in quiet moments and courage when it matters most. mi luna is spotlighting its Empowerment Jewelry — pieces designed to bring out women's charm and potential and give them a gentle push forward.
The brand will also share the meanings and stories behind each stone, along with styling tips, on its official Instagram account.
Jewelry that enhances women's inner appeal
Pieces featuring Rose Quartz, which is said to enhance the energy of kindness and love, and Pearl, a symbol of beauty and health, are among those highlighted.
Jewelry that expands possibilities
This selection includes Ametrine and Smoky Quartz, associated with drawing out strength and talent, along with Blue Topaz, said to attract the right encounters.
Special page: https://shop.miluna.tokyo/collections/empowerment-jewelry
2. Mimosa Color Jewelry
In keeping with the mimosa colors (yellow and orange) that symbolize International Women's Day, mi luna is showcasing a collection of mimosa-inspired jewelry.
The collection features Citrine, associated with hope and positive energy; Imperial Topaz, linked to strengthening willpower; and Rutilated Quartz, said to attract good connections.
Special page: https://shop.miluna.tokyo/collections/mimosa-color
3. Interview Article with mi luna Director Ishida
mi luna's director, Ishida, will share her story — the background behind launching the brand, her reasons for supporting women of today, and how to choose the gemstone that resonates with your own identity.
The interview is scheduled for release on March 6 (Friday).
Official magazine: https://magazine.miluna.tokyo/
About the Sustainable Jewelry Brand mi luna
mi luna is a sustainable jewelry brand that illuminates the individuality of today's women. Operated under the concept of a "time-traveling sustainable jewelry brand," mi luna upcycles natural gemstones and pearls acquired through the brand reuse service KOMEHYO, transforming them into new jewelry pieces with elevated fashion appeal.
The brand's philosophy is that "natural gemstones — each a unique gift from the earth — should be passed down from person to person, continuing to shine and bring out each person's individuality."
- Official website: https://shop.miluna.tokyo
- Official Instagram: https://www.instagram.com/miluna_jewelry
Upcycling Beloved Natural Gemstones and Pearls
All natural gemstones and pearls used by mi luna are sourced from items purchased by KOMEHYO. The brand's director selects pieces from high-quality gems handpicked by KOMEHYO's professional appraisers. Each stone's individual character and cut is carefully evaluated, and a design is developed to maximize the gem's natural beauty. Skilled artisans then breathe new life into each stone, crafting one-of-a-kind jewelry pieces.
Quality Jewelry at Accessible Prices
Because mi luna works with high-quality natural gemstones and pearls sourced through KOMEHYO, it can offer a wide variety of gems that would be difficult to find elsewhere — including Akoya pearls with excellent luster and rare-colored stones that are increasingly difficult to mine. Reusing natural gemstones allows the brand to make these premium pieces available at more accessible prices.
Embracing Each Stone's Unique Character
Reused gems come in all shapes and sizes, but mi luna deliberately avoids recutting them. The brand sees the stones' original forms — including their unique colors, textures, and the stories of those who once cherished them — as an integral part of their beauty.
Pieces might intentionally pair earrings of slightly different shapes or colors, or feature bold statement rings. Each stone's personality is honored, and designs are created to be worn and loved across eras. Custom jewelry orders that allow customers to reflect their skin tone, preferences, or current mood are also available (currently limited to in-person pop-up events).
Your Personal Amulet Jewelry
"mi luna" means "my moon" in Spanish — jewelry that gently illuminates its wearer, much like moonlight. Gemstones each carry their own language and legend, from birthstones to power stones. Choosing a piece based on its meaning or intention is one of the joys of wearing jewelry — whether as a symbol of a new beginning, a source of courage during a challenging time, or a personal reward to celebrate everyday life.
Sustainable and Ethical Jewelry
Behind the brilliant jewelry we wear lies a less visible reality: carbon emissions from mining, environmental destruction, and low-wage labor. mi luna takes a different path by reusing natural gemstones and pearls already in existence, rather than sourcing newly mined materials.
Japan's Akoya pearl production has been declining in recent years. Rather than discarding the high-quality Akoya pearls once set in brooches and necklaces, mi luna gives them new life. The brand's commitment to not recutting stones is also a zero-waste practice. mi luna also offers recyclable paper jewelry boxes, vegan leather jewelry pouches, and washable jewelry cloths that can be reused again and again.
