UNTAME is built on a simple belief: diamonds were never meant to be reserved for milestones, ceremonies, or moments of permission.
For too long, jewellery has been tied to tradition. Worn for celebrations. Given as rewards. Saved for someday.
We see it differently.
UNTAME is a diamond lifestyle brand at the intersection of jewellery, streetwear, art, culture, & self expression. We create pieces for the life you're already living. The early flights. The late nights. The gallery openings. The coffee runs. The spontaneous plans and the everyday rituals that make up who you are.
Because the moments that shape us rarely arrive with an invitation.
Our pieces are designed to be worn often and lived in fully. They are made to move with you, collect stories, and become part of your identity.
More than jewellery, UNTAME is a cultural universe. One shaped by fashion, music, design, art, and the people who wear it. We are here to expand what diamonds can be, where they can belong, and how they can be experienced.
Not saved for special moments.
Part of every moment.
Diamonds without rules.
Juri Yoneda, the founder and designer, draws from her multicultural background of Chinese and Japanese heritage, using her diverse experiences as a wellspring of inspiration. Her creations are rooted in surrealism, blending seemingly unrelated elements to evoke a sense of familiarity within strangeness.
Continuously questioning, “Why?” and “Why not?”, Juri challenges traditional design norms, crafting jewelry that reimagines the possibilities of wearable art and offers new ways of seeing the world.
Our collections span everyday essentials, statement pieces, bridal, tennis classics, and contemporary jewellery designed for self expression. Each piece is created to move effortlessly between moments, styles, and identities.
Working across natural diamonds, lab grown diamonds, precious metals, and evolving materials, we build jewellery that is worn, layered, stacked, and lived in.
Our jewelry serves as more than adornments—they are vessels of personal stories and meaningful experiences.
We emphasize sustainability in our designs, using ethically sourced materials that align with our responsibility to the environment.