This is a series based on the franchise of toys Jewelpet created by Sanrio and Sega. The kingdom of Jewelry is populated by fifty Jewelpets. The Jewelpets are animals, each with its own gemstone and according to their emotions.
The opening theme is "Maji? Maji! Magical Jewel" by Yui Asaka and the ending theme "Egao no Loop" by Mitsuko Horie. In a magical dimension called Jewel Land, the witches, the same leaders, the people become, the Jewelpet in gems to travel to a place known as the magic forest. But the gems are lost, going to stop the human world, and the only Jewelpet not become a white rabbit named Ruby, is sent to Earth to retrieve.