On November 30, 2022, Primo Global Holdings Co., Ltd. concluded 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, and in May 2023, Star Jewelry opened its first store in China at a shopping mall in Shanghai. Now, thanks to the strong performance of that store, the brand’s first store in Taiwan, the Star Jewelry Shin Kong Mitsukoshi Xinyi Place A8 Store, will open at the luxury shopping mall of the same name in Taipei on Wednesday, September 27, 2023.

◆Further expansion of overseas sales channels for Star Jewelry with the aim of opening five stores in Taiwan in the next three years

The Star Jewelry store in Shanghai, which was its first to be opened in China after the partnership between the two companies, has been visited by a wide range of customers thanks to the high quality, advanced manufacturing techniques, abundant designs, and stylishness of the Star Jewelry brand. Taiwan, where Star Jewelry will now open its first store, has a strong sense of trust in the high-quality products of Japanese brands, and the brand’s sophisticated designs and original made-in-Japan jewelry are expected to acquire high levels of popularity. Having opened its first store in Taipei, Star Jewelry aims to develop a total of five stores in Taiwan within the next three years. Primo Global Holdings Co., Ltd. has a wealth of experience managing stores in mainland China, Taiwan, Hong Kong, and Singapore, and with its operations going forward, the company aims to expand sales channels in Asia and to promote even greater overseas development for Star Jewelry.

 

◆ The first Star Jewelry store in Taiwan will be in a luxury shopping mall that caters to a wide range of ages and income groups

Shin Kong Mitsukoshi Xinyi Place A8 in Taipei

The city of Taipei is central to Taiwan’s economy and culture, and has a population of approximately 2.6 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.

The location for the store, the Shin Kong Mitsukoshi Xinyi Place A8 shopping mall, is gaining popularity as a refined shopping destination. The mall is in Xinyi District, which is one of Taipei’s leading commercial areas, and right next to one of the city’s landmarks, Taipei 101. There are many jewelry stores in the mall, including those for both luxury and affordable brands, so we can anticipate a positive effect from customers from a wide range of ages and income brackets shopping around for fashion jewelry.

 

*National Bureau of Statistics of China, 2022

 

◆ Store design, MD, and targets

The newly opened store will have an interior space of approximately 65 square meters, which is on the same scale as Star Jewelry's main stores. It is modeled on the latest store designs from existing Star Jewelry stores, such as those in Yokohama Takashimaya and Umeda Daimaru, which are renowned department stores in the east and west of Japan, and customers will be able to enjoy selecting jewelry in a suitably luxurious setting.

Aimed at customers in their thirties and forties with high fashion sense, the store will feature a full line-up of everything from precious jewelry in 18K gold and 950 platinum, to trendy fashion jewelry utilizing 10K gold, and bridal jewelry that is uncompromising in its use of high-quality diamonds. Star Jewelry offers made-in-Japan quality with an assortment of products centered on top-selling designs in Japan, all targeted at customers who are sensitive to Japanese trends.

We plan to use Instagram, Facebook, and LINE as tools to communicate with customers, and in particular, LINE will be used not just for disseminating information but also for building a membership system after the store opens.

We will convey the hospitality and world view of Star Jewelry in all its products, services, and stores.

 

Click here for information on the business alliance agreement

Click here for information on the opening of Star Jewelry’s first store in Shanghai, China