Domino to Relaunch Refreshed Anthology Collection

Domino Jewellery will launch a refreshed, extended Anthology collection at IJL 2018, including four new stories and covering a breadth of contemporary and traditional design styles. Offering an innovative approach to selling fine jewellery and in response to current consumer appetite and jewellery trends, the range now comprises a total of 12 ‘curated collections’, each inspired by its own story- varying from floral motifs to art deco inspired designs.

Commenting on the 2018 Anthology collection, Creative Director, Naomi Newton-Sherlock, said, “Anthology is driven by consumer demand for beautiful, design-led, fine jewellery. We know, from our retailers, that this collection is particularly popular for occasion-based purchases, with particularly strong sales in the pre-Christmas run-up. We’ve also witnessed peaks around key seasonal dates including Valentine’s Day and Mother’s Day, especially where retailers have chosen to take an entire capsule collection. From our data and customer feedback, displaying an entire capsule collection appears to be a critical factor for returning customers and repeat purchases.”

The updated Anthology range includes four entirely new stories, as well as many fresh designs across the existing collections. Each story covers a range of price points and jewellery styles with all but one collection now including bracelets, as well as rings, earrings and neckwear. Many of the pieces feature diamonds with an increasing number also incorporating coloured gemstones.

Naomi added: “My favourite new collection is Jazz. I wanted to introduce more art deco-inspired designs to Anthology especially given the popularity of our existing Gatsby pieces. Jazz is just so striking, providing eye-catching diamond-set statement jewellery perfect for both bridal and evening wear.”

“The versatility of Anthology is what drives its popularity, so we have built on this. The breadth of price points and styles within this collection makes it ideal for self-gifting, special occasions or everyday wear for a wide range of customers.”

The refreshed Anthology range includes 12 stories, including 4 new design-led collections across traditional and contemporary silhouettes. Pieces are available in 18ct Gold alloys, set with HSI diamonds and a variety of precious gemstones.

The supporting e-brochure has been improved, with simpler more streamlined referencing.

The new Anthology range will be available to view at Domino Jewellery stand D60 at International Jewellery London, from 2nd – 4th September 2018, at Olympia London.

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