Tuesday, May 28, 2024

Domino Customers get set to ‘Profit from Platinum’

Customers at the launch listening to Domino’s Chairman Patrick Fuller welcoming them to the company.

Domino was delighted to welcome over 40 guests from 25 different retail outlets throughout the UK to the launch of its latest, stunning 32-piece platinum bridal collection, created in conjunction with Platinum Guild International (PGI), which took place in Birmingham on 27th March 2012.

Guests heard presentations from Domino’s Chairman Patrick Fuller, from Head of Product Development & National Accounts Naomi Newton-Sherlock and from Sales and Marketing Manager Andrew Sollitt who between them explained the design concepts behind the new collection and the marketing support available to assist those who stock it to sell it through.

Attendees also received a ‘taster’ training session in the art of selling platinum from professional sales trainer Christine Knott and a tour of Domino’s state-of-the-art manufacturing facility where the collection is made.

Retailers stocking five or more pieces from Domino’s Platinum Collection also receive a ‘Platinum Profits’ kit. This includes an educational guide on platinum for staff; an eye-catching display stand for use in store; an attractively illustrated ‘Buyer’s Guide’ for consumers and a ‘Precious Metals Comparison Chart’ for use by sales associates when demonstrating to customers why platinum should be their first choice.

Stockists will also be offered the chance to send their staff on one of two ‘Platinum Training Days’ which will take place at Domino on 15th May and 18th October, 2012.

Branded point-of-sale material to support the collection

Mark Hussey a partner in Hallmark Jewellers of Titchfield near Portsmouth was one of those who attended. “It was very good. Most enjoyable,” he said. “I shall definitely be sending some of my staff to do the sales course. At £50.00 a head, you cannot go wrong. You only need one sale and you’re in profit.”

Juliette Bluhm of Rococo Jewellers, which has two shops in Wokingham and Marlow, was also impressed. She and her twin sister have recently taken over the business from their parents and are thinking of adding some platinum bridal jewellery to their primarily contemporary silver stock.

“We’re looking for things that are a bit different. I thought the Entwine Collection, which also works as stacking rings, was particularly stunning. I shall definitely do the training myself,” she said.


Domino’s Platinum bridal collection comprises six individual suites of jewellery, each with its own particular romantic story to tell.

All the suites have matching engagement and wedding rings but some also offer pendants and earrings. Designs vary in weight from 2.5 – 5.0g of platinum, allowing entry at a wide range of price points.

The collections are entitled ‘Lotus’, ‘Sway’, ‘Entwine’, ‘Laurel’ , ‘Chateau’ and ‘Olympia’.

“The inspiration for the pieces is in their names and you can see the influences coming through strongly in the designs.

We believe that these stories provide retailers with an additional sales tool for their staff and give bridal couples the opportunity to identify strongly with the design they choose,” Naomi Newton-Sherlock told her audience.

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