Primo Global Holdings Co., Ltd. and Star Jewelry Boutiques Inc. (Headquarters: Yokohama, Kanagawa Prefecture; Representative Director: Junji Nagai), which manufactures and sells original Japanese jewelry, will be opening Star Jewelry Shanghai iAPM Store, the second store in mainland China, on Saturday, December 2, in iAPM, a luxury shopping center in Shanghai, China.

◆Increasing Star Jewelry's presence in China with the aim of opening five stores over the next 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. Under the management of Primo Global Holdings Co., Ltd., which has a wealth of experience managing stores in mainland China, Taiwan, and Hong Kong, we aim to promote Star Jewelry and expand sales channels in the highly discriminating markets of China and other Asian countries. In an effort to open 5 stores within 3 years, primarily in Tier 1 cities of China, a store will be opened in iAPM, our second store following the first one opened in May 2023.

 

◆The Second Shop in Mainland China Opens in iAPM Mall, the Only Nighttime Shopping Center in Shanghai

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 store opening. This store opening was achieved thanks to the favorable reception in the Chinese market of Primo Global Holdings’ strengths, which include meticulous personal support provided to meet the needs of each customer as well as 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.

IAPM is a large-scale commercial complex that opened in 2013 and contains about 240 stores, with a focus on international brands, and with many other high-end jewelry stores there, we expect a positive effect from customers shopping around for fashion jewelry. In addition, as the only nighttime commercial facility in the Shanghai area, it has long business hours and can meet demand from shoppers on their way home from work, which is expected to increase sales. The mall is directly connected to South Shaanxi Road Station on Line 3 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 in Japan and will follow the latest store designs. As with the first store, this store will cultivate the world of the brand.

Products include genderless jewelry developed for highly fashion-conscious people in their 20s to 40s as well as precious diamond jewelry made primarily with 18-karat gold and a wide selection of rubies, emeralds, opals, and other colored stone jewelry that is highly popular among locals. Trendy items made with 10-karat gold express the appeal of fashion jewelry through stacking. We deliver peace of mind through uncompromising quality cultivated over our 77-year history, not only in the originality of our bridal designs but for everything from diamond grade to comfort as well.

We plan to start a membership service on WeChat in January 2024 as a service to disseminate information quickly, create fans, and create membership ranks to cultivate loyal customers.