Domino champions diversity with new collection and campaign

Pear halo from Dominos Diamond Ring Mount Offering

Domino will launch its major Diamond Ring Mounts (DRM) product range for 2018 with a campaign designed to celebrate its diverse female audiences.

Part of the Created & Crafted series, the new offering almost doubles the customer’s choice, and will be presented in a new brochure format and accompanied with a campaign named ‘Real Women, Real Jewellery’.

The latest DRM launch features more than 230 products, including 12 product families of plain, grain-set, channel-set and castle-set mounts. The new range continues to provide retailers with a breadth of design, from traditional to more contemporary styles. The collection is also designed to work with Domino’s current ‘Identity’ Textured Bands, Multi-stone and Wedding Band ranges, allowing consumers to truly personalise jewellery to work across multiple looks and occasions.

Domino’s creative director, Naomi Newton-Sherlock, shares: “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. We have taken some of our most popular designs and made them available in as many difference head shapes as possible. We’ve also introduced new families, which utilise our high-tech manufacturing capabilities, including our new micro-setting cell.

“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.”

The ‘Real Women, Real Jewellery’ campaign features model and product images captured in and around the manufacturer’s home town of Birmingham.

It has been designed to reflect the diverse range of women who wear the company’s products, and celebrate individual style.

An image from the campaign has been used for the Professional Jeweller June cover.

Marketing co-ordinator at Domino, Chantelle Serrell-Cooke, explains: “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. It’s a great location and we think our customers will agree when they see the images. 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.

“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. We’re always thinking about how we can give our retailers visual tools for them to use with their customers. So, we’ve also redesigned the DRM brochure, it’s tabulated and much easier to use with clear product sections. We also post our designers’ favourites via social. We’ll be featuring the inspiration behind the combinations chosen for some of the shots via social media too.”

Domino aims to provide their retailers with the highest levels of customer service, and so this year they are quadrupling their stock-holding, making their lead times even more competitive. Stock items are delivered in just 48 hours, with special orders being available in 10 working days for unset mounts and 15 working days for set mounts.

Most of the collection is available as two-part mounts allowing retailers further flexibility with alloy colours. All rings are available in a wide range of head shapes including round, princess, oval, emerald, pear, marquis, heart and asscher, while creations can be crafted in platinum, 18ct white, yellow, and rose gold.

All pieces can be ordered unset, semi-set or fully set with the retailer’s choice of either GVS or HSi diamonds.

The new collection and campaign will launch on Friday, June 29.

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