Domino’s expanding range brings unparalleled choice
BIRMINGHAM, England, September 4, 2010 - In the past four months Domino has added more than four new precious jewellery collections to its already comprehensive offer, bringing unparalleled choice to retailers throughout Europe, and its collection is still expanding.

The past three years have seen something of a metamorphosis for the well-established British manufacturer Domino.

The company, which has long-enjoyed an excellent reputation for jewellery components, has considerably broadened its offer to include several fully-finished, diamond jewellery collections -- the vast majority of which are designed and made at its own state-of-the-art UK production facility.

“We have invested heavily in both plant and design capability and have hugely expanded, not simply our products, but also the range of services we offer our customers,” says managing director, Andrew J Morton.

“All our new collections have been designed with the needs of our retailers firmly in mind and many pieces are available in a range of precious metals and a variety of stone-sizes and qualities to help customers meet important price points," he says.

“For even greater flexibility jewellery can be supplied both ready for setting and pre-set using either Domino’s diamonds or their customers’ own stones. Our aim is to provide tremendous choice coupled with product innovation.”

The innovation is clear to see with fresh and exciting new pieces across four brand new collections being launched in Autumn 2010.

A guaranteed show stopper is ‘Domino Originals’, the company’s latest and possibly greatest catalogue to date.

Domino Originals
“Originals is packed full of exciting designs which are exclusive to us and are guaranteed to give a fresh and distinctive edge to your business,” says Morton.

‘Originals’ is divided into nine different design groups – ‘Diamonds’, ‘Heritage’, ‘Trilogy’, ‘Anniversary’, ‘Clusters’, ‘Shapes’, ‘Lifestyle’, ‘Signets’ and ‘Earrings’.

Designs range from the ultra-modern to traditional more classic patterns and cover a range of stone shapes and sizes.

The catalogue is lavishly illustrated with many ‘hero’ product shots and striking lifestyle/model images making it ideal for in-store usage. The images bring the added benefit of being available to stockists for their own marketing activities.

Another new departure for Domino is ‘Flow’, a jewellery collection aimed squarely at those who have an eye for design and will appreciate its subtle details, strong natural curves, unusually shaped claws and other contemporary twists which help to make it very much of the moment.

“Water is right at the heart of the current style book, with all the main fashion houses showing aquatic designs in their 2010/11 collections and we believe that Flow’s watery resonances will make it particularly desirable to more sophisticated and discerning customers in the months to come,” says the company’s head of design, Naomi Newton Sherlock.

Flow’s 52 different, yet complementary, pieces are available in either 18ct gold or platinum, to provide the retailer, and indeed the consumer, with real choice: a choice enhanced by the fact that Flow is available across a range of diamond sizes from 15pts up to 2.5ct.

Designs include single and multi-stone rings, a vibrant, lifestyle collection of stacking rings and a choice of shaped wedding bands with matching engagement rings.

Add in a selection of complementary earrings and pendants and you have a collection which not only provides plenty of opportunities to create eye-catching window displays but which also offers the chance for important add-on sales.

As with all Domino collections, Flow is supported by its own attractive and highly unusual literature for use at the point of sale in which water colour paintings, rather than photography, provide a stunningly fresh and eye-catching new look.

Another new line is the sophisticated and elegant ‘Rosabella’ diamond collection featuring matching pendant, earring and bracelet suites across a number of popular themes. All pieces come in a range of different stone sizes to provide the consumer with real choice and plenty of opportunities for add-on sales.

‘Sienna’ -– as its Italian name suggests -- comprises a range of flamboyant dress rings and complementary neckwear.

Many pieces are designed to feature statement stones – rubies, emeralds and sapphires or simply large diamonds – and have dramatic diamond-set shoulders.

This is truly jewellery guaranteed to turn heads.

Getting creative

A recent addition to Domino’s premises in the heart of Birmingham’s Jewellery Quarter is its ‘Creative Suite’, a state-of-the-art showroom where the company’s entire range which now comprises over 4,500 designs is on permanent display.

A great deal of thought and effort has gone into creating exactly the right ambience and features include three separate zones: a welcoming area (with comfortable sofas and coffee tables); a display area with spectacular lighting effects and high gloss black cabinets in which to showcase the Domino range, as well as a secluded, quiet, area ideal for in-depth meetings.

Sienna Rings

The whole effect is sleek yet sumptuous and very much in keeping with the mood of today’s cutting-edge retail outlets.

“Producing and retailing jewellery are two sides of the same coin,” says the Group’s Chairman, Patrick Fuller.

“The relationship that both Domino and Weston Beamor are looking for with their customers is one of partnership and this new facility provides us with the perfect stage from which to engage in the type of on-going, two-way interaction we are looking for.”

Creative Suite

In terms of design no detail has been overlooked. Open-fronted cabinets allow product to be seen and touched, while specially-designed product cupboards, containing sample designs, are mounted on wheels for easy movement and accessibility.

A wall-mounted integrated media centre provides video information on the businesses and on the jewellery production process.

“We extend an open invitation to customers and non-customers alike to visit us and to see for themselves the investment we have made and the very positive results it has brought about,” says Andrew Morton.

Jewellery retailers wishing to visit Domino should telephone to make an appointment on 0121 237 8100. Alternatively further details can be found on the company’s recently launched website www.dominojewellery.com which now allows customers to purchase goods online.

Domino will be exhibiting on Stand G111 at this year’s International Jewellery London from 4th – 8th September, 2010.

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