LAZARE DIAMOND to hold pop-up event "DIAMOND CAFE" to enhance brand value

Primo Global Holdings Co., Ltd., Ltd. held a pop-up event for "LAZARE DIAMOND," called "DIAMOND CAFE," from April 25th to May 3rd. Approximately 700 people visited the event during the nine-day public period, and it achieved a certain level of success as a measure that not only created new brand touchpoints but also deepened brand understanding and contributed to future brand impression formation. The primary objective of this event was not to increase sales or immediately drive store visits, but rather to create an experience that made the brand feel more familiar, aiming to make it a memorable brand that people will "know" and "want to choose someday" in the future.

◆Towards improving brand value in the medium to long term

This event was held with the aim of providing more people with the opportunity to interact with the brand, expanding awareness through real-world experiences, and shaping future impressions. Through the collaboration with "L'OFFICIEL," we aimed to naturally convey the brand's worldview to segments of the population that previously had little contact with it, deepening their perception from "having heard of it" to "knowing it." Furthermore, we aimed for "LAZARE DIAMOND" to be a brand that comes to mind when considering bridal rings or selecting jewelry in the future.

◆A place to experience the brand's worldview

At the venue, we adopted a cafe space based on the concept of "the most casual jewelry shop you can easily drop into." In addition to trying on jewelry and receiving guidance from a concierge, we also incorporated a tarot card reading to lower the psychological barrier to diamond jewelry and designed an experience that allows people who have had little contact with the brand before to naturally experience its worldview. Through the accumulation of these touchpoints, we aim not only to gain recognition but also to create an image that will lead to future aspirations and intentions to choose the brand.

◆Towards expanding our customer base in the future

Approximately 40% of those who made advance reservations learned about the brand for the first time through this event, demonstrating the success of this initiative in expanding new brand awareness. Moving forward, we will continue to expand touchpoints with the brand through such experiential initiatives, deepening understanding of the unique values and worldview of "LAZARE DIAMOND," thereby building a foundation as a brand that people will want to choose someday, and leading to sustainable growth.

https://www.lazarediamond.jp/