What is Vow Renewal?
"Vow renewal" is a ceremony in which a couple who is already married reaffirms their vows to each other. No legal procedures are required, and there are no set formal rules. The style is flexible, ranging from couples exchanging words quietly by themselves to those inviting family and friends to hold a renewed ceremony.
Although this culture originally spread in Western countries, in recent years it has gained attention with diverse occasions such as "wedding anniversaries," "timing when child-rearing has settled down," and following the COVID-19 pandemic, "couples getting a fresh start after a period when they couldn't have the wedding they wanted."
Why is this trend happening now?
Behind vow renewal being discussed anew lies a change in how couples approach marriage itself.
In the past, the general sentiment was ”once you make a vow, that's the end of it.” However, nowadays, more couples view marriage itself as something to be "nurtured." As five, ten years pass, the relationship between partners and the values they hold dear gradually change. Rather than denying this change, couples are choosing to reaffirm their vows as an opportunity to face each other anew as "the couple they are now."
Japan also had a culture of ”giving jewelry at milestones” — the difference from Sweet 10
In fact, Japan also has a culture of giving jewelry at milestones in married life. It's called "Sweet 10 Diamond." It's a tradition of giving a diamond with gratitude on the 10th anniversary of marriage, and it's probably a familiar term to many people.
However, Sweet 10 has certain ”rules” like "the 10th year" and "diamond." On the other hand, vow renewal has no such predetermined answer. Couples can freely decide the timing of the milestone, what to give, and everything else.
That's why someone who chose a diamond for their engagement ring might choose a color that feels true to them for the vow renewal ring — such choices are emerging.
"I chose a diamond that day, but now?"
When choosing an engagement ring, most people ultimately select a diamond. This is not a mistake at all, but rather a situation where the feeling of "not wanting to fail" and "wanting to choose the safe option" works strongly. Since the ring is chosen while still getting to know each other and exploring what life will be like, being a classic choice becomes reassuring.
However, the day of vow renewal is different. Because years have passed together as a couple, "your own uniqueness" should be clearly visible now. Your favorite color, cherished memories, the future you want to create together — vow renewal is the perfect time to choose a ring that reflects these things.
Why sapphire is being chosen
That ”color that feels like you” that has been gaining attention in recent years is sapphire.
Sapphire is a stone with a strong image of blue, but in reality it comes in a wide range of color variations including pink, yellow, and purple, and some stones change their appearance depending on how light hits them. This quality of ”no two stones looking exactly the same” may be why more people feel it's suitable for vow renewal, a "ceremony for two people only."
It pairs beautifully with a diamond wedding band.
The showroom also always carries hundreds of colored stones. It's also possible to choose from carefully selected individual stones or beautiful collection designs created by designers.
Because it's a color you didn't choose for your engagement ring, you can give it the meaning of "us now, different from back then."
Consultation and Order Process at Fujimori Tokyo
Fujimori Tokyo is an atelier founded in 1970, where craftsmen with over 20 years of experience handle stone setting. Rather than choosing from ready-made products, we select each stone one by one to match the couple's story, and craft them into a ring—we cherish this time-consuming craftsmanship.
From the time the design and details are finalized, we ask for approximately 3 months for production. We don't rush to prepare it; rather, we believe that the time spent selecting stones together with your partner as you look forward to the anniversary and wait for completion has meaning as preparation for renewing your vows.
First, please tell us about your wishes and preferences.
We have prepared a space in our atelier where you can take your time for consultation in a relaxed atmosphere.
