Tagline
For women who give their all every day: treat yourself a little more.
ödül is a Japanese natural stone jewelry brand launched in 2019 by its founder and designer, Miu Hirai. Its main offerings include rings, necklaces, and earrings. The brand’s official website draws a parallel between the individuality of each person and the inclusions and cracks in natural stones, and emphasizes accepting one’s own imperfections and living with strength. It proposes jewelry that can be worn like a talisman and serve as a prompt for women who work hard every day to value themselves.
Concept
Inclusions (materials contained within a stone) and cracks (lines formed as a stone grows) represent human individuality through a unique, beautiful “imperfection” that is neither perfectly polished nor ever the same twice.