Our Brand Story
Brand Story
The brightest trend that is the future
With 25 years of experience in the luxury jewelry industry, from managing Just Gold &Hearts On Fire, the founder of JOY COLORi, Irene Hsieh, has always aimed to introduce the right value to the customers with a genuine heart and bring innovation into the jewelry market.
In 2018, Irene saw the global trend of sustainability as international corporates, cities, and countries became committed to the UN’s goal of sustainability.
She believed that the market doesn’t need more jewelry brands.
Beautiful jewelry had its value but what’s needed was an innovative, eco-friendly jewelry brand to expand the force of environmental protection.
Therefore, Irene became the first in the Taiwan to import lab-grown diamonds. Unlike artificial diamonds from decades ago or moissanite or zircon, lab-grown diamonds are 100% diamonds.
The CVD technology of lab-grown diamonds has been recognized by the European and American diamond industries for being mature and consistent. It has been validated by international certificates such as GIA and IGI as well as authorities like FTC and JCK News, an authoritative gemstone magazine that’s more than 150 years old.
“The future is the best luxury. Sustainability lies not in the future but in the present.” Irene again serves as the pioneer to introduce eco-friendly, exploitation-free diamonds in Taiwan and aims to gradually promote lab-grown diamonds internationally.
The brightest trend that is the future
With 25 years of experience in the luxury jewelry industry, from managing Just Gold &Hearts On Fire, the founder of JOY COLORi, Irene Hsieh, has always aimed to introduce the right value to the customers with a genuine heart and bring innovation into the jewelry market.
In 2018, Irene saw the global trend of sustainability as international corporates, cities, and countries became committed to the UN’s goal of sustainability.
She believed that the market doesn’t need more jewelry brands.
Beautiful jewelry had its value but what’s needed was an innovative, eco-friendly jewelry brand to expand the force of environmental protection.
Therefore, Irene became the first in the Taiwan to import lab-grown diamonds. Unlike artificial diamonds from decades ago or moissanite or zircon, lab-grown diamonds are 100% diamonds.
The CVD technology of lab-grown diamonds has been recognized by the European and American diamond industries for being mature and consistent. It has been validated by international certificates such as GIA and IGI as well as authorities like FTC and JCK News, an authoritative gemstone magazine that’s more than 150 years old.
“The future is the best luxury. Sustainability lies not in the future but in the present.” Irene again serves as the pioneer to introduce eco-friendly, exploitation-free diamonds in Taiwan and aims to gradually promote lab-grown diamonds internationally.
Joy in Life, Living in Color
Owning the delight and splendor of a brilliant life
Every ideal cut diamond with a colorful fire is like a unique story in a person’s life.
In the brand name JOY COLORi, joy means delight while color stands for splendor. The lower case i means every person and their vivid stories and moments of happiness.
Joy and color are the life philosophy of Irene: Joy in Life, Living in Color. To her, life is like a blank canvas. Every individual should be able to paint freely on their own canvas, bringing in colors to achieve a unique masterpiece. Just like diamonds, there aren’t two lives that are the same. Each diamond is one of a kind. Under the light, diamonds radiate with vibrant, colorful brilliance. Beauty exists not in a particular angle but in dynamics, which present the everchanging liveliness. Therefore, the brand colors of JOY COLORi are all inspired by the flowing light in the sky as the light rays, through refraction, creating a variety of spectacles.
JOY COLORi encourages everyone to discover their own joy to create unique, vibrant, and shining colors of life.
JOY COLORi’s commitment to sustainability
Every JOY COLORi diamond you choose is friendly to the environment.
Our diamonds are all 100% pollution free with 100% traceable sources.
With sustainable certificates from renowned, professional third-party institutes.