Domino reports strong shaped wedding bands sell-in

Tiara inspired shaped wedding ring

Domino’s recently-launched collection of shaped wedding bands is proving popular with retailers, with high praise and positive feedback being received by the Birmingham manufacture on the flexibility and scope for personalisation within the range.

The shaped wedding band range was created in response to the fact that personalisation and provenance continue to drive consumer buying choices.

The collection provides retailers with a less prescriptive range, whilst offering consumers with more choice. As well as a selection of alloys and diamond qualities, the range features an array of setting styles including; pavé and fishtail, as well as your more traditional claw and channel set options.

Marketing co-ordinator, Chantelle Serrell-Cooke, shares: “Stackable jewellery allows the wearer to create their own distinct look – the ultimate in terms of personalisation. We’re encouraging retailers to demonstrate the full flexibility and options available, as well as triggering incremental sales at point of sale, there is scope for sales in the future, perhaps for anniversaries, birthdays, birth of child etc.

“This collection has the breadth to support a wide range of pockets and personal preferences. That was a key factor for our design team when creating the range. We wanted to provide our customers with a range that was beautifully flexible. The feedback we are receiving suggests that we did just that.”

The shaped range also responds to key 2018 trends featuring shaped wedding bands with patterns, twists, silhouettes and diamond detailing. The range features designs inspired by unity and infinity symbolism, as well as edgy geometrics, and floral motifs – all designed to complement existing engagement rings. Bands can also be further personalised with laser inscriptions through the Domino’s in-house Assay Office.

“The key selling point for this range is that these rings provide a more imaginative, personalised shopping experience and product purchase for the consumer. These rings can be worn on their own or stacked in a variety of combinations,” adds Serrell-Cooke.

“We’ve heard of some consumers purchasing a variety and using the additional stacks to dress up their overall look, which we love. It’s fantastic to hear that the range is helping people to create their own unique stories and looks. It’s also great to hear that these additional stacks are providing retailers with opportunities to increase incremental and future sales.”

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