Primula (プリムラ, Purimura?), nicknamed Rimu (リム, Rimu?), is a mysterious "being" from the Demon World who appeared in episode 2 looking for Rin in Shuffle! and eventually moves in with him and Kaede Fuyou. She grows a strong attachement to Rin and also Kaede . She was particularly close to Nerine for other reasons. Primula rarely smiled at all. In her hands she held a cat doll which she is seen playing with from time to time.
The characters of Shuffle! have a theme of being named after plants. In this case, primula is also the name of a genus of low-growing herbs.
Primula is voiced by Hitomi and was designed by Aoi Nishimata. She is voiced by Cherami Leigh in the English version of the anime.