Introducing an eternity ring that embodies New York aesthetics

Primo Global Holdings has announced the boutique launch of URIS and ALVIN eternity rings, named after New York's Broadway theaters, under the Lazare Diamonds diamond jewelry brand. Previously, the license for Lazare Diamond was held by Lazare Caplan, and permission was required for products to be sold in the boutiques operated by the Company. However, in 2023, the Company acquired the trademark and other rights to Lazare Diamond in Japan, and now has the exclusive right to sell the products in its boutiques. This time, we will expand our customer base by introducing new boutique products.

URIS features a classical design with a side design that takes advantage of the hardness of platinum and 0.25 carats of diamonds. ALVIN, on the other hand, has a classical design with a graceful appearance and brilliance, and uses a 0.45-carat diamond. Both half-eternity rings are intended to be worn over engagement and wedding rings, as well as to add a touch of elegance to everyday life.

The brand upholds the philosophy of "The World's Most Beautiful Diamond(R)" pursued by its founder, Lazare Caplan, and continues to protect the seven-color brilliance of diamonds through idea-making. Handling only conflict-free diamonds, the company boasts a history of over 100 years and a quality that reflects New York's sense of beauty. The new product also inherits this tradition and embodies its status as one of the world's three major cutters' brands.

URIS ALVIN