Primo Japan continues its expansion in Asia with the opening of its first store, the I-Primo, in Hong Kong.

I-Primo’s flagship store is located in Causeway Bay and occupies four floors of a building on Hennessy Rd. It offers engagement and wedding rings in a multitude of designs featuring diamonds imported directly from Israel, Russia and Australia.

The company plans to open two more shops in Tsim Sha Tsui and Central in the next 18 months and also to open offices and stores in Shanghai and Guangzhou.

Hong Kong is the second leg of the company’s Asian expansion following the opening of nine shops in Taiwan since 2007.

According to the company, the ageing population and low birth rates in Japan have limited domestic business growth, hence, it is expanding into Asia to find new sales opportunities, particularly in vibrant cities like Hong Kong where high spending local customers and visitors aspire to own bridal jewellery.

“According to our research, there are few bridal specialty shops in Hong Kong, so we believe that there is huge potential in the market and decided to open our store in Hong Kong,” said Primo Diamond Hong Kong president Naoki Sawano.

Sawano said Hong Kong will be the company’s doorstep to the mainland. Its proximity to Taiwan makes it easy to manage both markets.

Primo operates 68 stores in Japan comprising 58 I-Primo stores and 10 Lazare Diamond stores.

GB