Domino Celebrates ‘Real Consumer’ with New Collection

Behind the scenes at Domino Jewellery’s model shoot
Behind the scenes at Domino Jewellery’s model shoot

Domino will launch its major Diamond Ring Mounts (DRM) product range for 2018 with a campaign designed to celebrate its diverse female audiences, on Friday 29th June. The campaign, named ‘Real Women, Real Jewellery.’ features model and product images captured in and around the manufacturer’s home town of Birmingham.

The new range has almost doubled customer choice through product choice and will be presented in a new brochure format, which is tabulated and more user-friendly.

Part of the Created & Crafted series, the new DRM range 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.

Stunning emerald cluster from Domino’s new Diamond Ring Mount Collection
Stunning emerald cluster from Domino’s new Diamond Ring Mount Collection

Commenting on the range, Creative Director Naomi Newton-Sherlock, said, “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, that 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.”

Custard Factory, Digbeth
Custard Factory, Digbeth

Marketing Co-Ordinator 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.

The Canal House, Birmingham
The Canal House, Birmingham

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.”

The new DRM range will be available online and to view with Domino’s sales team from Friday 29th June.

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