Founded in Los Angeles, 2021
Luxury That Loves
the World Back
We started Bonjoojoo because we believed something the industry didn't: that a diamond could be beautiful, real, and responsible — all at once.
Where It Began
In 2019, Sophia Chen was shopping for an engagement ring. A RISD-trained jewelry designer with a decade of experience at luxury houses in New York and Paris, she knew exactly what she wanted: a two-carat cushion-cut diamond, conflict-free, ethically sourced, and within reach of a real budget.
What she found instead was an industry built on opacity, inflated margins, and a sourcing chain that no one could fully trace. The “ethical” options were expensive add-ons. The beautiful stones came with stories she couldn't verify.
She called her longtime friend James Liu — a gemologist and material scientist she'd met at the GIA — and said: “There has to be a better way.”
2021
Bonjoojoo Is Born
Sophia and James spent two years quietly building what would become Bonjoojoo — sourcing lab-grown diamonds from the world's leading certified producers, designing pieces that could stand alongside anything from a traditional luxury house, and setting up a workshop in Silver Lake, Los Angeles, where every piece would be hand-finished by master jewelers.
The name comes from a phrase Sophia's grandmother used whenever something was both beautiful and joyful — bon joie, good joy. They modified it, made it their own. Because that's exactly what they wanted Bonjoojoo to be: genuinely, unambiguously joyful. No guilt. No compromise. Just beautiful jewelry you can feel good about wearing.
They launched with 18 pieces. Sold out in 72 hours.
Why Lab-Grown Diamonds
This wasn't a trend we chased. It was the answer we were looking for.
Same carbon crystal structure as a mined diamond. Same fire, brilliance, and hardness. A gemologist cannot tell them apart without specialized equipment.
Without mining infrastructure, global supply chains, and rarity markups, you get more diamond for your money — and we can be fully transparent about pricing.
No land disruption, no displaced communities, no murky supply chain. Our diamonds are grown with renewable-backed energy and fully traceable origin.
What We Stand For
Sustainability
We believe every business decision is an environmental one. Our lab-grown diamonds require no mining, no land disruption, and are produced using renewable energy sources. Our packaging is FSC-certified, our Los Angeles workshop runs on solar, and we offset 100% of our shipping emissions through verified carbon programs.
Transparency
We publish our pricing methodology. Every diamond comes with an IGI or GIA certificate, and we clearly label exactly where and how it was grown. We don't hide behind vague “responsible sourcing” language — we show our work, because we're proud of it.
Craftsmanship
Every piece is hand-finished in our Silver Lake studio by jewelers with decades of experience at storied houses. We don't outsource quality. We hand-inspect every stone, every setting, every clasp before it leaves our workshop. If it doesn't meet our standard, it doesn't ship.
Accessibility
Fine jewelry has historically gatekept itself behind price points designed to signal wealth, not quality. We believe a two-carat lab-grown diamond solitaire shouldn't require a second mortgage. By eliminating mining markup, we pass those savings directly to you — without compromising a single point on the quality scale.
Meet the Founders
Sophia Chen
Co-Founder & Creative Director
RISD-trained jewelry designer. Former senior designer at Bulgari Paris and Tiffany & Co. New York. Sophia leads product design and creative direction at Bonjoojoo. She obsesses over proportions, metalwork, and making sure every piece photographs exactly as beautifully as it looks in person.
James Liu
Co-Founder & Head of Gemology
GIA-certified gemologist with a background in materials science from Caltech. Former research director at a leading lab-grown diamond producer in Surat, India. James oversees all sourcing, quality grading, and our lab diamond certification process. He will tell you exactly how your diamond was made, in more detail than you probably want.
Silver Lake, Los Angeles
Made in LA
Our workshop sits in a sun-filled former printmaking studio in Silver Lake. Every Bonjoojoo piece is hand-finished here by a team of six jewelers, each with more than fifteen years of experience in fine jewelry manufacturing.
We run on solar. We recycle 100% of metal filings. We pay our craftspeople above the industry standard, because the people who make beautiful things deserve to be treated beautifully too.
Ready to Find Yours?
Every piece in our collection is designed to be worn every day, passed down, and loved for generations — without costing the planet or your savings.