I-Primo Diamonds Review | High Prices and a Long Wait

I-Primo Diamonds Review | High Prices and a Long Wait

I-Primo Diamonds Review | High Prices and a Long Wait

Posted by Rebecca B. on 12th Dec 2019

I-Primo Diamonds Jewelry Review

I-Primo Diamonds Jewelry – A Review

Our Rating 3.9 out of 5.

Compare I-Primo Diamonds Jewelry with James Allen.

There are some positives to I-Primo Diamonds, the quality of the diamonds are nice, and there is decent selection, and the sales assistants are friendly and helpful.

On the flip side, the prices at I-Primo are incredibly high, and by no means justify the service or experience you are given in any one of the stores. The wait time to receive a ring you have chosen is also overdone, with it taking nearly six weeks for a purchased ring to be delivered.

I-Primo might be a popular jewelry store to visit, but customers should really consider looking online at James Allen or Blue Nile, who are sole online retailers, both of whom provide  stunning diamond engagement rings at an incredible price, with great customer service to be enjoyed as well.

James Allen

A Brief History

I-Primo was created as a sub-brand of Primo Japan, which is one of the largest bridal specialty jewelry stores in Japan. I-Primo first opened in 1999, as an independent retailer, first being located in the Ginza district in Tokyo. From there, I-Primo has expanded to Hong Kong and Taiwan, and now has locations in mainland China as well.

What I-Primo Offer

When visiting the I-Primo store in Hong Kong, you will notice it is a smaller store and does not stand out among the other popular jewelry stores. This mainly has to do with it being a Japanese company, but more effort could have been made.

What does make the store stand out in gold-obsessed Hong Kong is that the copious amount of gold jewelry displays that Hong Kong jewelry shops seem to have, have been replaced with more diamonds and engagement rings, which is a blessing for those looking for exactly that.

I-Primo has a slightly different approach to engagement ring buying, which is probably not the best business model around. Like some other stores, you cannot walk into an I-Primo store and simply purchase an engagement ring. Set out in the store are the diamonds to choose from, along with settings to have the diamonds set in. While this is still normal practice in many stores, the difference comes in with the fact that it takes I-Primo five to six weeks to ship the finished ring to you. This is unheard of amount of time and does create setbacks for many who wish to purchase a ring and have it ready in a couple of days.


What Makes I-Primo Stand Out?

Diamonds – The diamonds sold at I-Primo are beautiful, although the store does focus on smaller diamonds. The diamonds are bright and eye-clean and do offer a great amount of brilliance to an engagement ring.

Certification – Most jewelers in Hong Kong sell all their diamonds with either  GIA or AGS certifications. I-Primo only offers GIA certifications for their XXX diamonds, so while it is something, lesser-quality diamonds do not come with this same certification.

Staff - The staffs at the I-Primo stores are very helpful, and attend to customers quickly. They are fairly knowledgeable on all things diamonds and do their best to help customers match their preferred diamond with the perfect setting.

I-Primo Pricing

Unfortunately, I-Primo sells its diamonds at an incredibly high premium. The overheads and other costs that go into running a physical retail store are obviously much higher than what it would cost to run an online store, but many jewelers manage to keep this pricing down in their stores.

I-Primo does not manage to do this, and you will see yourself paying a very high price for their diamonds and engagement rings. To show a comparison, if you had to take a certain quality ring from I-Primo and then compare it to a similar ring at James Allen or Blue Nile, you will notice that the ring from I-Primo comes in at nearly 3 times more. There is no added service or experience that makes up for such a price hike, and it is better to just stick to one of the online stores.

Custom Orders

The whole concept of I-Primo is around custom orders, where customers can only purchase a ring by pairing one of the diamonds found in-store or online, to one of the settings found in the collections offered. To add a personal touch, each I-Primo engagement ring is named after a zodiac sign or a star, allowing customers to choose a ring with special design concepts and a story to go with it.

Website Ease of Use

The I-Primo website is nice. It is clean, modern and uses star charts and star sign imagery to push the concept of their collections for engagement rings and wedding rings.

There are a decent amount of options available to search through the site, and it is all laid out nicely, being easy to understand. The rings are all labeled and separated by the star constellations, giving such a luxury feel to the page.

The rings are displayed really nicely on their own, with a good amount of imagery, and a whimsical description for each ring. You will notice that some of the rings fall into the Flowery category, which is a collection of delicate rings that have been inspired by nature.

Overall, the site has a good amount of information and displays the diamond engagement rings really well.

Customer Service

I-Primo, despite their other faults, does provide great customer service, ignoring the fact that it takes nearly six weeks for a ring to be delivered. Both in-store and online, customers are in good hands when shopping at I-Primo.

Professional Cleaning – I-Primo offers professional cleaning free of charge to customers.

Repair Service – There is a one-year repair service offered for engagement rings and wedding rings, for manufacturing defaults and if the diamonds fall out of the rings without that year.

Engraving – I-Primo welcomes customers to have their initials or anniversary dates engraved on the inside of their engagement or wedding rings purchased from the store.

I-Primo Financing Options

There is no clear financing offered on the I-Primo site. This is something that would need to be discussed in-store, or customers will need to use a third-party financing service.

Why You Should Choose I-Primo

  • A beautiful collection of engagement rings
  • Some diamonds are sold with GIA certification
  • Stunning diamonds available

I-Primo – High Prices and a Long Wait

There is no doubt that I-Primo does sell some stunning engagement rings, and  radiant diamonds to match, but the price of these engagement rings and diamonds, and the wait customers are given until their ring is ready, is off-putting. Some diamonds and engagement rings can cost nearly three times more than what you could find at James Allen or Blue Nile, which is a huge markup. The rings and diamonds are beautiful, but they just are not worth the extra premium,

Here is the Official Website: