I-I-PRIMO announces new brand message: "Let's pass on this love."

I-I-PRIMO, a bridal ring specialty store operated by Primo Global Holdings Co., Ltd., has announced a new brand message: "Let's pass on this love." This message reaffirms I-PRIMO 's commitment to "being there for you during your proposal," a principle it has cherished since its founding.
While the acquisition rate of wedding rings in Japan has reached over 90%, the acquisition rate of engagement rings remains below 60% (*). This is likely due to the large number of couples who have yet to propose, I-PRIMO believes there is room to support those who are trying to express their feelings to their loved ones.
(*) 2026 Edition Gemstone and Precious Metals Market Yearbook <Market Analysis Edition> Yano Research Institute

◆Steps toward spreading the culture of marriage proposals

I-PRIMO began full-scale proposal efforts in 2011 with the desire to make the moment of giving an engagement ring even more special. Starting with the "First Pitch Proposal" at professional baseball, they expanded collaborations with sports events, and in 2012 launched the portal site "I-PRIMO Proposal Preparation Office." In October 2014, they launched the "Proposal Support Service" at stores nationwide, establishing a system where staff propose locations and plans for proposals.

◆Supporting diverse ways of expressing love

The forms and values of proposals have diversified over time. "Let's Hand Over This Love" embodies the desire to support each person in expressing their feelings to their loved ones in their own way, breaking away from fixed formats. As part of this, we produced three short videos depicting people trying to convey their feelings to their loved ones. I-PRIMO The official team has released two videos: "BE A SERVER" (nationwide release) and "Bring +α Excitement to Life!" (released in specific areas), while I-PRIMO has released one "Don't Neglect Your Training" (nationwide release) from the proposal support site "I-PRIMO Proposal Preparation Room."

I-PRIMO will continue to stand by everyone who is about to take the first step toward proposing and support the moments when they share their feelings with their loved ones.