SO, which was previously featured in the jewelry section on the 4th floor of the main building of Isetan Shinjuku, has been rebranded as the bridal brand etna, and will be relaunched on Wednesday, November 16th.

Named after Mount Etna, the volcano said to be the workshop of Hephaestus, the Greek god of fire and blacksmithing, Etna jewelry is made in an atelier in Yamanashi Prefecture, a hub of Japan's jewelry industry and considered the origin of Japanese jewelry making.

"Millennium Forging®," a processing technique that combines high precision and outstanding durability, with the exceptional handiwork of skilled craftsmen, is the foundation of our unique manufacturing process, resulting in "forged beauty." Each piece is crafted with meticulous care, aiming to become a "starting point" that people can return to their cherished memories.

Introducing our new rings, a fusion of expert craftsmanship and cutting-edge technology.

"Wedge" ring from ¥193,600 (Pt, diamond)

"Wedge" ring from 308,000 yen (Pt, diamond)

Etna's iconic "wedge" ring, a culmination of cutting-edge technology, features a "flash effect" where the precisely cut surfaces of the band, made possible by the forging process, cause total internal reflection of light depending on the angle. Furthermore, while the forging process makes the metal harder and requires advanced techniques for setting stones, this new collection includes a ring that showcases the craftsmanship of setting three baguette-cut diamonds in a rail setting.

Etna's appeal lies not only in its wide selection of bridal rings such as engagement and wedding bands, but also in its abundance of designs that men can wear every day. Please take this opportunity to visit our store and see them for yourself.