Introducing Domino’s ‘Anthology’ Collection
August 2017 – Domino will use International Jewellery London (Stand D60) to introduce a completely new precious jewellery collection, ‘Anthology’, offering retailers an innovative new approach to selling co-ordinating jewellery pieces.
As its name suggests, Anthology offers stockists a number of different ‘stories’, each based on a fashionable design concept. Each story comprises four to seven products inspired by the same theme. Pieces include statement necklaces, stylish pendants, chandelier, drop and stud earrings and various styles of dress ring.
Each collection has a very different aesthetic, from grouping together deep blue sapphires and accent diamonds, creating a look which is sophisticated, luxurious and opulent, to designs that tap into the trend for geometric styles with a distinctly retro vibe.
All pieces have been designed and developed in-house by the company’s prize-winning team. Each story comprises pieces covering a range of different price points which means that if a consumer falls in love with a particular story there will hopefully be a piece incorporating it which falls within their budget.
‘Curated collections’ such as those offered by Anthology give the end consumer a much wider range of choice than the traditional concept of suites and provide greater opportunity for customisation.
Naomi Newton-Sherlock, Domino’s Creative Director, believes that the concept will help retailers to up-sell across the collection and will provide plenty of opportunities for add on sales.
She says: “These collections look tremendous and have real impact when displayed as a whole, but all pieces can also be purchased individually or as mix-and-match suites. All designs are also available in a choice of alloys and precious stones, adding significantly to the choice available to the end consumer.”
Retail prices start at around £650 and rise to £11,000, which means that pieces are ideally positioned not only for gifting but for self-purchase too. Pieces are also designed to suit all occasions, from bridal accessories, to statement necklaces perfect for that black tie event.
As with all Domino collections there will be plenty of marketing support available for stockists with a digital catalogue available to support the Anthology collection. This will link directly to the Domino website sharing relevant technical information with retailers and giving them immediate access to live pricing.
Domino’s Anthology Collection will go on show for the first time at International Jewellery London (Stand D60) and will be available to view upon appointment with the company’s sales representatives from early September onwards. For more information visit www.dominojewellery.com or e-mail the Domino office on [email protected].
