COCON – THE NEW LIFE OF JEWELRY

"COCON – THE NEW LIFE OF JEWELRY" is an online jewelry redesign service that brings new life to unused pieces, connecting materials and memories to the future. Founded in Hiroshima in 1953, WAKO Corporation has preserved both the timeless value of gemstones and the emotional value passed down through generations. In response to declining diamond mining, rising environmental concerns, and post-pandemic shifts toward valuing personal emotions over external approval, COCON was launched in 2022. Its name derives from the Japanese word “古今” (Kokon), meaning “past and present,” symbolizing continuity across time and bringing new brilliance into everyday life.

The design concept is to rebuild the relationship between people and jewelry. In the logo, the sliding “O” forms the silhouette of a ring and gemstone, representing the moment when long-silent jewelry begins to mark time again. Key visuals highlight brilliance through monochrome and vivid backgrounds, while intersecting light and hand-focused photography suggest universality—“this could be anyone’s story.” Strong contrasts and shadows capture symbolic moments of self-discovery through jewelry, demonstrating both meticulous craftsmanship and minimalist aesthetics with layered meaning.

From a sustainability perspective, COCON improves resource efficiency by repurposing unused jewelry and introducing recycled paper packaging. It also pioneers the concept of “Emotional Asset Reuse,” reinterpreting memories and emotions embedded in jewelry to align with the owner’s current identity, creating cultural and emotional value beyond material worth. As a future outlook, COCON is exploring AR virtual try-on and blockchain-based provenance management, expanding possibilities for accessible, democratic services.

COCON reinterprets both materials and emotions, presenting a new value for jewelry that links sustainable consumption with self-transformation, pointing toward an inclusive future grounded in empathy and human dignity.