GEORGE ROOT
As Milamore jewellery’s CEO and creative director inaugurates the brand at Lane Crawford in Hong Kong, he discusses the brand’s deep-seated Japanese origins and his belief in the transformative and healing power of jewellery
What originally drew you to Japanese culture and inspired you to honour it through your jewellery designs?
I grew up in Japan but moved to New York in 2014. After being away from Japan for some time, I have rediscovered and come to appreciate Japanese culture even more. It’s not just about the aesthetic—what I love the most is the philosophy behind Japanese beauty.
What led you to founding Milamore?
I was approached by my cofounder Azusa Yamato to start a jewellery business in 2018. I am a self-taught creative director, with a background in communications; my strength lies in creating a brand’s story and narrative. Since [Yamato’s] family business involves jewellery production in Japan, I wanted to create a brand that showcases Japanese craftsmanship in jewellery— something we are not yet known for. I saw this as an opportunity to bring recognition to my culture.
How would you describe the Milamore aesthetic and what key elements define the brand’s DNA?
The combination of polished and matt finishes in my designs is a subtle yet a strong detail. This is evident throughout my collection. The pairing of yellow gold with white gold also defines my aesthetic, which I believe adds dimension to personal styling.
Can you tell us more about your use 18-karat recycled gold in your jewellery?
The majority of the gold we use in Japan is actually recycled. We have a sufficient supply of gold within the country, so there’s no need to outsource or import from abroad. As an island nation, we’ve always tried to source domestically. There’s a lab in Japan that collects gold, recycles it, and then sells it within the country. Regarding the gold that we use for Milamore, our atelier primarily sources recycled gold from a company called Japan Material which has obtained certifications for environmental issues and raw material procurement.
Are there any other sustainable certifications or standards that Milamore adheres to or strives to achieve in its production processes?
We import diamonds that have been polished from rough stones strictly adhering to the Kimberley Process system, to prevent the mixing of conflict diamonds. Given that multiple companies are involved before these materials reach our atelier, it is challenging to include stamps to prove this, in the interest of full transparency.
As a small, independent company, we strive to maintain responsible practices. However, it is difficult for us to scrutinise the entire process, a challenge I believe is also true for large corporations. Moreover, such thorough vetting would require significant resources, both financially and physically.
Have you faced challenges in maintaining sustainable practices in jewellery production?
My answer is no. This practice is inherent to Japanese craftsmanship, so it’s actually just normal for us. And to be fully transparent, sustainability is not really our message—not because it isn’t important, but because we have other stories to tell and it’s a standard practice for us.
Can you explain the Japanese concepts of wabi-sabi and kintsugi and how they influence your design philosophy?
The teaching of wabi-sabi is accepting and embraces imperfection. That can apply to us [all]. There isn’t a person who hasn’t gone through something hard or who hasn’t made mistakes. So I took that philosophy and created the Kintsugi collection. The idea is that the wearer is being mended with jewellery. Because of that, I like to envision the wearer when making a piece, as they are a big part of my design and creation too.
As the fashion and jewellery industries are often criticised for their environmental impact, what message would you like to convey to consumers about the importance of supporting sustainable brands like Milamore?
I recognise the environmental concerns in our industry and believe in supporting small businesses as a step towards sustainability. Small businesses often operate more sustainably than large corporations, using resources more efficiently and having a smaller environmental footprint. As an entrepreneur, I understand the importance of every dollar and the impact it can have. By supporting small businesses, I believe we’re contributing to a more sustainable economic model, where resources are used more judiciously, and the support goes directly to individuals and their communities. This aligns with my aspiration to blend traditional heritage with modern sustainability practices in my own brand.
What are your plans for growing Milamore while staying true to your heritage-focused mission and community of artisans?
I am committed to continuing my education about Japanese culture. Ever since I designed the Kintsugi collection, I’ve been delving deeper into Japanese history and exploring other art forms such as calligraphy and
ikebana. The authenticity and deep presence of Milamore stem from our thorough understanding of history, and we continue to learn and apply this knowledge to our design and communication.