On November 30, 2022, Primo Global Holdings Co., Ltd. announced the conclusion of a business alliance agreement with Star Jewelry Boutiques Inc. (Headquarters: Yokohama, Kanagawa Prefecture; Representative Director: Junji Nagai), which manufactures and sells original fashion jewelry from Japan, for the overseas expansion of the Star Jewelry brand. As our first collaboration subsequent to the agreement, the Star Jewelry Shanghai Grand Gateway 66 Store—Star Jewelry’s first store in mainland China—will open at the Grand Gateway 66 shopping mall in Shanghai, China on Thursday, May 11, 2023.

◆Supporting Star Jewelry's first entry into China with the aim of opening five stores in three years.

Mainland China has a strong sense of trust in the high-quality products of Japanese brands, and Star Jewelry’s sophisticated designs and original, high-quality jewelry made in Japan are also very popular in China. Primo Global Holdings Co., Ltd. has a wealth of experience managing stores in mainland China, Taiwan, and Hong Kong, while Star Jewelry is a brand that is popular in China for its sophisticated designs and original, high-quality jewelry made in Japan. By commencing operation of this new store in Shanghai, China, we aim to promote Star Jewelry and expand sales channels for its products in the highly discriminating markets of China and other Asian countries. Within China, our goal is to open five stores in the first three years, mainly in Tier 1 cities.

 

◆The first Star Jewelry store in China will be in Grand Gateway 66, a luxury shopping mall that caters to a wide range of ages and income groups.

Shanghai is the largest city in mainland China, with a population of approximately 25 million people.* There are many international brand stores and residents with high incomes, so we can expect enhanced brand value from this first store opening.

Primo Global Holdings’ strengths include meticulous personal support that meets the needs of each customer, and the brand power of Star Jewelry, which is highly popular in China for its richly sophisticated designs and high-quality, original jewelry made in Japan. This store opening at Grand Gateway 66 has been realized thanks to these strengths being well received by customers in the Chinese market, and to favorable progress with the development of stores in mainland China. Grand Gateway 66 is a large-scale shopping mall that opened in December 1999. It is a huge complex with about 370 stores that focus on international brands, alongside offices and private residences. There are many jewelry stores, including those for both luxury and affordable brands, so we can anticipate a positive effect from customers shopping around for fashion jewelry. The mall is directly connected to Xujiahui Station on Lines 1, 9, and 11 of the Shanghai Metro, and this excellent access is expected to further increase recognition of the Star Jewelry brand.

 

*National Bureau of Statistics of China, 2022

 

◆Shanghai store design, line-up, and targets.

This newly opened store will have the same interior and scale as Star Jewelry’s main stores, and will follow the latest design modeled after the Star Jewelry Omotesando Hills store.

Genderless evolution for customers with high fashion sensitivity in their twenties to forties. In addition to precious jewelry with a focus on 18K gold and featuring 950 platinum, there will be a full line-up similar to that in Japan, including trendy fashion jewelry utilizing 10K gold and bridal jewelry that does not compromise in its use of high-quality diamonds. We will offer the same levels of hospitality as our directly managed stores in Japan.

We will also launch an official website for the Chinese market and build communication with local users on our official social media (Xiaohongshu (RED)/WeChat/weibo).

 

 

Click here for information on the business alliance agreement