Domino Unveils Groundbreaking Diamond Ring Mounts Collection for 2018: Celebrating Real Women, Real Jewellery
Birmingham-based jewellery manufacturer Domino is set to revolutionize the diamond ring market with the much-anticipated launch of its major Diamond Ring Mounts (DRM) product range for 2018. This expansive collection, part of Domino’s acclaimed ‘Created & Crafted’ series, is not just an offering of exquisite designs; it’s a celebration of individuality, diversity, and the unique styles of women everywhere. Accompanied by the empowering ‘Real Women, Real Jewellery’ campaign, this launch marks a significant milestone for both retailers and consumers seeking unparalleled quality and personalization in fine jewellery.
The new DRM collection stands as a testament to Domino’s commitment to innovation and craftsmanship, almost doubling the existing customer choice and providing an unprecedented array of options. From classic elegance to contemporary flair, the range promises something for every taste and occasion. With a redesigned, user-friendly brochure and a compelling marketing narrative, Domino is not merely selling ring mounts; it’s inviting customers to embark on a journey of self-expression through bespoke jewellery.
An Expansive Collection: Unprecedented Choice and Design Flexibility
At the heart of this grand unveiling is an impressive collection featuring more than 230 distinct products, meticulously crafted to the highest standards. The range is thoughtfully organized into 12 comprehensive product families, each showcasing a unique approach to diamond setting and design. These families include the timeless simplicity of plain mounts, the intricate beauty of grain-set designs, the sleek sophistication of channel-set options, and the dazzling brilliance of castle-set mounts. This diverse selection ensures that retailers can cater to a broad spectrum of customer preferences, ranging from those who appreciate traditional aesthetics to those who seek more modern and avant-garde styles.
Beyond individual pieces, the new DRM collection has been ingeniously designed to seamlessly integrate with Domino’s existing and highly popular ranges. This includes the ‘Identity’ Textured Bands, Multi-stone collections, and Wedding Band offerings. This interoperability is a game-changer, empowering consumers to truly personalize their jewellery, creating unique combinations that reflect their personal style and can be adapted to various looks and life’s countless special occasions. Imagine pairing a newly selected DRM mount with a textured band for everyday elegance, or combining it with a multi-stone design for a truly show-stopping piece. The possibilities for customization are virtually limitless, offering an exciting dimension of creative freedom.
A Vision of Excellence: Insights from Creative Director Naomi Newton-Sherlock
Naomi Newton-Sherlock, Domino’s esteemed Creative Director, articulates the passion and precision behind this new launch. “We’re really pleased with this new range. It’s a celebration of everything that we’re well-known for – great design and manufacturing excellence,” she shares. Her words underscore the core values that have cemented Domino’s reputation within the jewellery industry. The team has meticulously revisited some of their most sought-after designs, reimagining them and making them available in an even wider variety of head shapes, ensuring maximum versatility for retailers and end-users.
Newton-Sherlock also highlights Domino’s continuous push for innovation, particularly in manufacturing. “We’ve also introduced new families, which utilise our high-tech manufacturing capabilities, including our new micro-setting cell,” she adds. This investment in cutting-edge technology allows for an even greater level of detail and precision in the setting of diamonds, resulting in mounts that are not only beautiful but also exceptionally secure and durable. The micro-setting cell, a testament to Domino’s advanced production techniques, enables the creation of intricate and delicate designs that were previously challenging to achieve at scale, pushing the boundaries of what is possible in diamond jewellery manufacturing.
Emphasizing the philosophy of adaptability, Newton-Sherlock further explains, “Our 2018 collections have been designed to be flexible and freeing, allowing retailers and their customers to mix and match, playing with textures and tones to create a range of truly unique looks.” This vision for flexibility caters directly to the evolving desires of today’s sophisticated consumer, who increasingly seeks jewellery that can be personalized and styled to reflect their individual identity rather than conforming to rigid trends. This approach transforms the act of selecting a ring into a creative and personal journey.
‘Real Women, Real Jewellery’: A Campaign Rooted in Authenticity
Complementing the innovative product range is Domino’s deeply resonant ‘Real Women, Real Jewellery’ campaign. This powerful initiative goes beyond mere product display, aiming to reflect and celebrate the rich tapestry of women who wear Domino’s creations. Eschewing conventional high-fashion shoots, the campaign features authentic model and product images captured in and around Domino’s vibrant home city of Birmingham. This conscious choice grounds the campaign in reality, showcasing the beauty and diversity of everyday women in real-world settings.
The campaign’s imagery has been meticulously curated to mirror the diverse range of women who form Domino’s customer base, emphasizing the celebration of individual style and personality. One of the striking images from this campaign even graced the coveted June cover of Professional Jeweller magazine, signaling the industry’s recognition of its impactful and authentic message. This visibility helps to amplify the campaign’s core message: that every woman deserves jewellery that speaks to her unique story and character.
Marketing with Purpose: Insights from Chantelle Serrell-Cooke
Chantelle Serrell-Cooke, Marketing Co-ordinator at Domino, sheds light on the strategic thinking behind the campaign. “We knew that we wanted to invest in a model shoot for this new range. We’re incredibly proud of the design and manufacture of this range, and we were keen to show-off our home town of Birmingham of course,” she explains. The decision to feature Birmingham prominently is a nod to Domino’s heritage and its roots in the city’s renowned Jewellery Quarter, adding an authentic, local flavour to the global appeal of their products. The choice of location was not merely aesthetic; it was about celebrating the essence of British craftsmanship and the vibrant energy of their origin city.
Serrell-Cooke further elaborates on the meticulous selection process for the campaign models. “We had a clear brief for the models that we chose as well. As much as possible we wanted to try to reflect the breadth and diversity of our female consumers.” This commitment to authentic representation is a direct response to evolving consumer expectations. “We are all increasingly sophisticated shoppers and we want to see models who look like us. This campaign reflects some of the diversity in our audiences,” she states, highlighting Domino’s understanding of contemporary market dynamics and the demand for relatable imagery.
In addition to the impactful imagery, Domino is dedicated to providing robust support for its retail partners. “We’re always thinking about how we can give our retailers visual tools for them to use with their customers,” Serrell-Cooke notes. This commitment is evident in the redesigned DRM brochure, which has been upgraded to a tabulated format with clear product sections, making it significantly easier for retailers to navigate and present options to their clients. Furthermore, Domino actively engages on social media, featuring designers’ favourite combinations and sharing the inspiration behind the chosen looks for various campaign shots, thereby offering rich content and talking points for retailers to engage their own customer base online.
Empowering Retailers: Unmatched Service and Flexibility
Domino’s dedication extends beyond exceptional products and compelling marketing; it encompasses a steadfast commitment to providing retailers with the highest levels of customer service and operational support. Recognizing the critical importance of timely delivery and stock availability, Domino has made a significant investment this year by quadrupling its stock-holding. This strategic move dramatically enhances their lead times, making them even more competitive within the industry. Retailers can now expect stock items to be delivered in an impressive 48 hours, ensuring that popular pieces are readily available to meet immediate customer demand. For special orders, unset mounts are available in just 10 working days, while set mounts can be delivered within 15 working days, a testament to Domino’s efficient manufacturing and supply chain management.
The collection also offers unparalleled flexibility in terms of product customization. Most of the ring mounts are available as two-part mounts, a feature that provides retailers with further versatility regarding alloy colours. This allows for creative combinations, such as a platinum head with a rose gold shank, catering to intricate design preferences and unique customer requests. Furthermore, all rings in the collection are available in a wide array of popular and distinctive head shapes, ensuring every customer can find their perfect match. These options include classic round, elegant princess, sophisticated oval, striking emerald, graceful pear, regal marquis, romantic heart, and the distinctive asscher cut.
To further enhance the personalization experience, creations can be meticulously crafted in a selection of precious metals, including the luxurious brilliance of platinum, and the warm, versatile hues of 18ct white, yellow, and rose gold. This extensive choice of metals allows customers to tailor their rings to personal taste, skin tone, and existing jewellery collections, creating a truly harmonious and bespoke piece.
In addition to metal and shape, retailers and their customers have the flexibility to choose how their diamonds are set. All pieces can be ordered unset, providing complete freedom for bespoke diamond selection, or semi-set for a partially completed look. For those seeking a complete solution, fully set options are available, with the retailer’s choice of either GVS or HSi diamonds. These diamond grades represent excellent quality, with GVS diamonds offering very slightly included clarity and HSi diamonds providing slightly included clarity with a near-colourless appearance, ensuring brilliance and beauty in every piece.
Launch and Future Outlook
The highly anticipated new collection and its accompanying ‘Real Women, Real Jewellery’ campaign are officially set to launch on Friday, June 29. This date marks the beginning of a new chapter for Domino, solidifying its position as a leader in innovative design, manufacturing excellence, and customer-centric service within the fine jewellery market. Retailers and consumers alike are encouraged to explore this magnificent collection and experience the blend of craftsmanship, flexibility, and authentic storytelling that defines Domino’s latest offering.
With its expanded product range, strategic marketing campaign, and unwavering commitment to retailer support, Domino is poised to make a significant impact on the diamond ring market in 2018 and beyond. The ‘Real Women, Real Jewellery’ campaign is more than just an advertising slogan; it’s a philosophy that celebrates the wearer, empowering them to choose jewellery that truly reflects who they are.
News Source: professionaljeweller.com