Domino Stacks the Odds in Retailers Favour with New Identity Collection

Following hot on the heels of the recently launched Shaped Wedding Bands, Domino continues to deliver on-trend occasion-led fine jewellery with its new ‘Identity’ Bands collection. This new collection features a mixture of textured bands; ten occasion bands and ten diamond solitaire ring mounts.

The collection was created to respond to the growing trend for stackable engagement and wedding ring sets, as highlighted in the annual Etsy Wedding Trend Guide 2018. According to Etsy, the term ‘stacking rings’ has been searched more than 131,000 times so far, this year, with views on stackable pieces up 68% year-on-year.

Commenting on the new collection, Creative Director Naomi Newton-Sherlock, said: “The Identity collection provides the ultimate in flexible, fine fashion. The mix of metals and textures, with the addition of solitaire pieces, means that we are providing retailers with a collection that answers key 2018 trends, as well as more timeless, traditional tastes. The rings in this collection could be selected as a stackable engagement ring and wedding ring set. The textures range from subtle to strong, so provide both brides and grooms, and perhaps others within the wedding party, with unique personalised shopping experiences and options. However, the price points are weighted towards encouraging multiple celebration purchases, so fashion-forward consumers can also consider purchasing more rings as stackable lifestyle rings. The rings can be stacked to create a wide range of looks, with textures varying from feminine sparkle cut designs to more edgy, geometric finishes. Consumers will also be able to further tailor their look through choice of metal combinations, for example, alternating between a classic all-white metal look to a more contemporary colour mix of all three available metals – white, yellow and rose gold.

“The stacking trend looks set to continue for the foreseeable future, as we see all consumers, not just millennials, seek more personalised experiences, services and products. ‘Identity’ was also designed to complement other Domino collections, for example our new Shaped Wedding Bands range, giving our retailers functional and flexible on-trend designs to present to their customers.”

‘Identity’ is part of Domino’s Created & Crafted series, as the entire collection was designed and will be manufactured in the Birmingham production facility. The versatile range features Platinum and18ct Gold pieces, available unset or set with the retailer’s choice of GVS or HSi diamonds, in head sizes 4mm, 4.5mm and 5mm. Pieces can be ordered and delivered within 10 days for unset items and 15 days for set items.

Naomi added: “The stackable trend is a great opportunity for retailers to upsell at point of sale and to signpost purchases for possible future occasions; it’s also a great opportunity for more lasting relationships, through more engaged interactions with customers.“

The new ‘Identity’ collection will be featured in a supporting social media campaign, with the Domino design team showing their favourite stacks on Instagram and on Twitter @dominojewellery.
The new range will be available online and to view with Domino’s sales team from Friday 20th April.

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