Primo Japan Inc. is pleased to announce the launch of PROMIJE, our new engagement ring brand available exclusively online from Wednesday, March 28th.

 

 

As a bridal jewelry specialty store, our company, our company began selling our products online as early as 2014. Since then, we have aimed to enhance the services we offer our online customers by establishing a rapid delivery system alongside our custom-order-based production. As a result, our company’s e-commerce business has grown by 20% year on year, and our e-commerce platform, the “Bridal Jewelry Store”, has become the cornerstone of our omni-channel system, which we launched this year to be better able to meet the needs of a diverse range of customers.

 

According to market research results from Yano Research, purchases of engagement rings in recent years has been stable at around 58% of marrying couples. Although the idea of engagement rings as an “aspirational” item has not led to an increase in sales, even as values continue to change rapidly and become increasingly diversified, our own research reveals that in fact a fair number of customers with more limited budgets are considering engagement rings at price points below our existing range. We determined that there is room for further expansion into the engagement ring market segment that cannot be served by our existing online brand “SELEXIA”. While aiming for a tax inclusive price point below 100,000 yen, we successfully developed a line of engagement ring in consultation with diamond experts using high-quality 950 platinum. The result: PROMIJE, the exclusively online engagement ring brand that offers three basic designs (Straight, Wave and V-line).

 

The brand name “PROMIJE” is an original name that combines “PROMISE” and “JEWELRY”. As a brand for men who want to make the “promise of a lifetime” into the shape of a ring, we hope to contribute not only to the development of our company but also to the expansion of the engagement ring market as a whole, while at the same time continuing to provide outstanding products and quality customer service, which have become the hallmarks of our company.