From our desire to offer our customers greater satisfaction, Primo Japan’s original brand I-PRIMO develops product lines based on customer surveys. In 2019, the brand expanded its product line-up with new products that complement our existing range of products while adding a new essence to the collection. By actively developing new designs, we can offer a product line-up where each and every customer can find their perfect match.
ORIGIN BELIEF, which was launched in April, is I-PRIMO’s first personalized, custom-order ring. Starting with a plain band style, customers can then customize the design with their own selection of band width, material and the number of melee diamonds to create their very own personalized ring from a total of 64 possible designs. This also means that, building on our efforts in 2018 to eliminate gender-based descriptions for wedding rings on our website, we can now offer gender-free options within the actual design of our rings.
In May, taking a step that is still rare in the bridal jewelry industry, we also launched our “Titanium Juno” hypoallergenic wedding ring for those with metal allergies. I-PRIMO’s popular “Juno” design is now available in a new model made with hypoallergenic titanium. Pure titanium is used for the part of the ring that comes into contact with the skin, while the visible part of the ring is made with 900 platinum, preserving our commitment to quality and beauty that makes us unique as a bridal jewelry specialty store. With the release of the “Titanium Juno” ring, we can now offer a safe choice to customers who had previously given up wearing rings due to metal allergies.
In August, I-PRIMO stores debuted a design range of 5 ring types called the “Hatsusora Series”, which was not available previously in our stores. Each ring design in the Hatsusora Series expresses an original, yet quintessentially Japanese, style created by highly skilled Japanese craftsmen using traditional techniques and detailed craftsmanship. What’s more, since each ring in the Hatsusora Series is crafted by hand with great care, we can now offer a range of options to those customers looking for a ring that is a bit different from others.
As a bridal jewelry specialty store, our aim in offering such a diverse range of products is to become the brand that customers prefer more than ever, and we will continue to provide our customers with a full range of products to meet each of their needs.