Primo Japan Inc. (Head Office: Chuo-ku, Tokyo; Representative Director: Naoki Sawano), operator of I-PRIMO, Japan’s largest chain of bridal jewelry specialty stores, and Lazare Diamond Boutique, a retailer of luxury diamonds, announces that on July 2, 2014 (Wednesday), it will begin offering a new line of engagement rings under the SELEXIA brand, which is available exclusively online.
Development and marketing of the new SELEXIA brand is aimed primarily at the increasing number of shoppers who choose to purchase their engagement rings online. Based on its own analysis of the buying behavior of this target market, Primo Japan Inc. hopes to provide a unique, user-friendly online shopping experience.
■ Concept for the Online-only SELEXIA brand
Some men may find dealing with in-store sales staff awkward. Others may be looking for the best deal but don’t know what to buy, or are worried about choosing the wrong engagement ring. The online site focuses exclusively on engagement rings, offering the most popular designs along with individual product pages with videos featuring condensed descriptions of the special appeal of each ring. The site is designed to present a better online customer service experience by eliminating some of the concerns unique to shopping for rings online, such as questions about ring size and the inability to actually hold and try on a ring before purchase. Customers can take advantage not only of ring re-sizing and repair, but can also borrow a tool for measuring ring size and enjoy 30-day, no-cost returns as well as design changes at no charge (some restrictions apply).
Along with the introduction of the new online-only SELEXIA brand, Primo Japan Inc. has also undertaken a complete re-design of its I-PRIMO online shop. The new site will be known as the Bridal Jewelry Store, and will become the online mall-style shopping presence for both I-PRIMO, which has 60 stores nationwide, and for the new SELEXIA brand.