GYPPHY, an ethical jewelry brand that uses "moissanite," a synthetic gemstone boasting the highest level of brilliance, and environmentally friendly gold and silver, will open a limited-time pop-up store at Isetan Shinjuku from July 7 to August 3, 2021. This four-week event will feature pre-releases of new products in the first and third weeks! You'll also be able to see popular items normally only available online, so be sure to stop by.


In addition to the entire lineup of the fine jewelry and silver collections, the pop-up store will also feature new items being released on the day. There is a wide variety of items available, from simple items in the 10,000 yen range that are perfect for everyday wear, to glamorous items costing around 100,000 yen that are perfect for special occasions.

New Products (POPUP Pre-sale)


[Double String Bangle] 82,500 yen (tax included)
A bangle with a layered look that gives it a heavy feel. Despite its minimalist design, it instantly adds a touch of glamour to your hands, making it a perfect match for your summer wardrobe.
*Available in sterling silver 925 and K24 gold vermeil
*Scheduled to be released on Wednesday, July 7th


(From left in the photo)
[Small Curb Chain Necklace] 52,800 yen (tax included)
A classic, simple chain. It doesn't stand out too much, so it's also recommended as a focal point for your outfit.
[Carabiner Chain Necklace] 66,000 yen (tax included)
A design with a carabiner in the middle of a simple chain. Just wearing it will give you a fashionable impression. 2021年3月2日～21日（水） English: *Available in sterling silver 925 and K24 gold vermeil *Scheduled to be released on Wednesday, July 21st


*Online store is scheduled to be released in early August


POPUP store overview
[Isetan Shinjuku POP-UP Store] Period: Wednesday, July 7th – Tuesday, August 3rd, 2021 Hours: 10am – 8pm Location: Urban Closet, 2nd floor, Main Building, Isetan Shinjuku 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022 *Business days and hours may change depending on the situation regarding the spread of COVID-19.


What is Moissanite?


Moissanite: The Ultimate in Brilliance
Moissanite was originally discovered in a meteorite, but is extremely rare on Earth, so scientists worked hard to recreate it, resulting in the creation of artificial moissanite. Moissanite is characterized by its brilliance and durability. Due to its high refractive index, it is said to have the highest level of brilliance, and is characterized by its iridescent glow. What's more, its hardness is over 9.25, making it second only to diamond in hardness, and it is also highly durable.
Because moissanite contains the same carbon as diamond, it is difficult to distinguish it from diamond without specialized identification equipment, and it is often referred to as a similar gemstone. However, moissanite is a completely different, unique piece of jewelry.


Eco-Friendly and Ethical Material


The jewelry industry faces several issues during mining and production. Two major problems are: first, large-scale mining development can cause ecosystem destruction; and second, mining requires a large amount of energy, generating significant amounts of carbon dioxide, a contributing factor to global warming. Synthetic gemstones also generally require large amounts of electrical energy during production, resulting in the generation of carbon dioxide.

Because the moissanite we handle at GYPPHY is an artificial stone, there is no mining development process, making it environmentally friendly and it will not be used for illicit funds such as conflict funding or money laundering. Furthermore, the moissanite we handle at GYPPHY is an industrial product with the same elemental structure that is received from a trusted company and recycled/repurposed, so no carbon dioxide is generated simply for the purpose of producing moissanite.


What is Fairmined Gold/Silver?


"Fairmined Gold/Silver" is gold mined from mines that meet strict standards, including reducing hazardous substances in gold and silver mining, improving working conditions for miners, abolishing child labor, improving infrastructure, and fair trade. These standards are managed by the international nonprofit organization ARM. ARM-certified mines receive an additional ¥400,000–¥600,000 in fair trade payments for every kilogram of gold sold.
Purchasing Fairmined Gold/Silver contributes to the expansion of Fairmined-certified mines, protecting the natural environment in developing countries, and directly contributing to the welfare of miners, their families, and local communities.

GYPPHY has received official approval from the international non-profit organization ARM to handle Fairmined gold/silver.


Overview of GYPPHY
Based on the concept of "ethical jewelry that adds color to each life scene," we offer simple, free-spirited jewelry that can be enjoyed every day, anywhere. One of our philosophies is to "contribute to improving environmental issues around the world," and we use moissanite, a synthetic stone that boasts the greatest brilliance of any gemstone, and Fairmined gold/silver mined at mines that improve working conditions for workers.

Official online store: https://gypphy-shop.com/
Official Instagram (@gypphy) https://www.instagram.com/gypphy/
Contact: info@gypphy.com

GYPPHY Inc.
Address: 3-13-6 Nishigotanda, Shinagawa-ku, Tokyo 141-0031
Representative Director: Yuzuru Takigawa
Established: June 6, 2019
Capital: 30.55 million yen
Business: Operation of the e-commerce website for the jewelry brand GYPPHY
URL: https://gypphy-shop.com/



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