About Us
Who we are:
About TONE INC
TONE INC is a small family-run company based in Japan.
The word "Tone" is commonly used to describe gradual variations in sound and color. We chose this name because it reflects our belief in flexibility, openness, and the ability to adapt naturally to change without creating unnecessary boundaries.
Many of the materials we handle—coral, pearls, and other natural materials—have been formed over long periods of time in the ocean and display their own unique natural tones and variations. We believe these natural characteristics are part of their beauty.
Since 2019, we have been serving customers worldwide through our online shops. Today, our customers come from more than 50 countries across North America, Europe, Asia, and Oceania.
TONE INC. operates CoralJapan and C.Japan, specializing in Japanese coral and Akoya pearl materials for jewelry and accessory making.
About C.Japan
C.Japan was established in 2024 by Hayaki and Akiko after nearly 30 years of experience in the Japanese coral industry.
We specialize in natural coral and Japanese Akoya pearls and ship our products worldwide from Japan.
Today, we personally handle every aspect of the business, including product photography, listings, customer service, and shipping.
Our Background
For almost 30 years, I worked at my father's coral company together with my brother and his wife.
At the end of 2023, I left the company and started TONE INC with my wife, Akiko. Our goal was to continue sharing the beauty of Japanese coral while adapting to the significant changes taking place in the coral industry.
The Current Coral Market
The coral industry has changed dramatically in recent years.
The prices of Japanese Aka (red) coral and Momo (orange) coral have increased more than tenfold compared to previous years. Most coral rough materials are now exported to China, and many coral factories in Japan have stopped production.
(For reference, a single branch of a descent-quality red coral with a diameter of over 10mm can now cost as much as a car.)
As a result, obtaining new coral materials at reasonable prices has become extremely difficult.
Most of the coral products we offer today come from inventory acquired from our previous family coral business. Some smaller pieces are newly polished from remaining coral branches, but many items can no longer be reproduced once sold.
When a coral item is marked as sold out, restocking may not be possible.
We hope our customers understand that many of these materials represent a limited and increasingly scarce resource.
Akoya Pearls
In addition to coral, we offer a limited selection of Japanese Akoya pearls.
Our pearls are sourced primarily through auctions organized by the Pearl Association in Mie Prefecture, Japan. We became a member of the association in 2021 and attend auctions several times each year.
Like coral, Akoya pearl prices have risen significantly due to strong demand and reduced production.
To keep our products affordable, we mainly work with middle- and lower-grade pearls suitable for jewelry making and craft projects.
Our Materials
Coral
Our coral originates from inventory acquired from our previous family coral business and from legitimate domestic sources in Japan.
None of the coral we handle is prohibited, and the coral items we sell internationally are not subject to CITES regulations.
Pearls
Our pearls are primarily sourced through auctions held by the Pearl Association in Mie Prefecture, Japan.
Our Philosophy
Rather than focusing on mass production, we prefer to offer carefully selected materials in small quantities.
Many of our coral items come from inventory that can no longer be easily replaced. By offering these materials gradually, we hope more people can enjoy creating jewelry and accessories using genuine Japanese coral and Akoya pearls.
Our History
April 2019 — CoralJapan launched on Etsy
September 2021 — Became a member of the Pearl Association in Mie Prefecture
2024 — TONE INC and C.Japan launched
Thank you very much for supporting our small business.
Shops, Websites & SNS Links:
