Diamonds and Gold

I-PRIMO is a bridal jewellery brand from Japan with more than 200 designs, sold in Singapore. Its range covers engagement rings, wedding rings, eternity rings, set rings and anniversary jewellery, made with GIA-certified natural diamonds and platinum, yellow gold, rose gold and pale brown gold.

Buying a ring is an emotional, high-consideration purchase, and most couples want to see the ring in person before they commit. The website had to do two things at once: present a large catalogue in a way that feels as considered as the jewellery itself, and move couples from browsing to booking a visit.

We designed and developed an eCommerce website on WordPress and WooCommerce that mirrors how couples actually shop. Rings are organised by type (engagement, wedding, eternity, set and anniversary) and by six themed Concept Series, each with its own story. A complimentary-consultation booking flow and a store locator sit throughout the site so the next step is always one click away. A custom-design enquiry route, FAQ and articles cover wedding-planning questions before they become objections.

The visual direction is calm, luxurious and quietly emotional, in line with I-PRIMO's Japanese design heritage: generous whitespace, large product photography and restrained typography that lets the diamonds carry the page.