Gains many reviews even if the product is not a repeat product! Product pages are now gorgeous and reviews can be used for marketing purposes!

Visage Japan Co., Ltd. sells women’s accessories and jewelry through its e-commerce site. The company implemented U-KOMI with the goal of generating reviews on its own e-commerce platform. Despite selling products that are not typically repeat purchases, they were able to collect more reviews than expected, resulting in increased customer confidence in their site. In this article, we spoke with 奥井様, who is in charge of U-KOMI operations at the company, about what prompted the implementation of U-KOMI and the results they’ve seen.

Selling women’s accessories and jewelry online

First, could you tell us about your business?

We are a company that engages in the wholesale and retail of women’s accessories and jewelry via e-commerce. In our
jewelry division, we operate Jewelry Rola, a specialty gift jewelry store centered around our private brand, “Kokoroba.” We strive to ensure that even customers who feel, “I want to give jewelry as a gift to someone special, but I don’t know what kind of gemstone to choose,” can select items with confidence.We have
also launched a new bridal brand, "PertDeTi," which specializes in wedding rings. Our
primary target audience is men in their late 20s and older who are looking for gifts such as jewelry.

What are the unique strengths and features of your products?

Founded in 2007 as an e-commerce-focused accessory manufacturer, we have a long history in the industry and maintain production facilities both domestically and overseas. Leveraging our extensive sales track record and years of expertise in online retail, we ensure smooth order processing. We also regularly hold gemology seminars led by FGA (Fellow of the Gemmological Association of Great Britain) instructors. To ensure customer satisfaction, we are committed to enhancing the skills of all our employees, focusing not only on jewelry quality control but also on customer support.
We also operate our private brand "Kokoroba" and our original bridal brand "PertDeTi." Our products have been featured on FM894 (α-STAtion) and we currently air commercials.

We felt it was a waste not to be able to collect reviews on our own e-commerce site, so we decided to implement U-KOMI

What challenges did you face before implementing the review tool?

We were struggling to gather reviews on our own e-commerce site and were unsure how to go about collecting them. While we were able to gather reviews from female customers for our accessories on marketplaces like Rakuten, our own e-commerce site primarily sells jewelry. Since our customer base consists mainly of men and our products aren’t repeat-purchase items, we were having a hard time collecting reviews.

There are risks associated with not having reviews. If you publish reviews when there are few of them, customers might think, “Is this a product that doesn’t sell?” which could lead to a drop in conversion rates. We did try launching a review feature once, but since we couldn’t gather any reviews, we gave up on it almost immediately.

Given this situation, what prompted you to decide to implement a review tool?

Even though we had opportunities to gather reviews as sales increased, we hadn’t been able to capitalize on them for years. To be honest, I had given up, thinking, “Unlike shopping malls where review posting is active, it’s probably difficult to gather reviews on our own domain.”

However, I kept thinking, “It’s such a waste that we can’t gather reviews even though so many customers are buying from us!” Then I learned that there was a dedicated review tool available as an app for our ASP cart system, and that piqued my interest. At first, I was skeptical about whether we’d actually be able to gather reviews, but I decided to at least hear them out and contacted U-KOMI.

With other review tools available, what was the deciding factor in choosing U-KOMI?

During a meeting with a U-KOMI sales representative, I learned that review features are highly valued on overseas websites using their own domains. This made it clear to me that reviews on self-hosted domains would become increasingly important in Japan as well. That’s when I made up my mind to implement it.

Another deciding factor was that U-KOMI’s system is simple and focused on “collecting reviews,” which I felt aligned perfectly with our primary goal of “getting customers to write reviews.” The biggest deciding factor, however, was the ability to request reviews from past customers, allowing us to build a solid foundation for our review collection efforts.

Other appealing features included the fact that reviews appear on Google Shopping, and the sense of trust we gained from the impression that your support was thorough was also a key factor.

We’ve received more reviews than expected. Our product pages look more vibrant, and this has helped build a sense of trust.

What results have you seen since implementing U-KOMI?

I’m surprised by how many reviews we’ve gathered—far more than I expected. Since we started receiving reviews right from the beginning, I was confident we could continue collecting them consistently. Hearing genuine feedback from customers—both positive and negative—has been incredibly helpful. For example, positive reviews help us understand how products are used as gifts, which we can then leverage for future marketing efforts.

Additionally, having many reviews displayed makes the product page more appealing. Not only do potential customers consider purchasing based on these reviews, but I believe it also contributes to a sense of reassurance when using the site. While this is a standard feature on shopping malls, it’s often a weak point for ASP shopping carts, so U-KOMI effectively covers that gap.

Finally, please let us know if you have any requests or expectations for U-KOMI.

I would be delighted if more companies adopted U-KOMI and, through the diverse feedback received from them, the service became even better than it is today.