Domino Weston Beamor will never be accused of resting on its laurels. Following the success of its creative suite launch in 2010, the UK’s leading jewellery manufacturer now feels that it is not enough to just offer its customers high quality platinum jewellery.
It has gone three better, and launched a new retailer solution, the ‘Platinum Profits Kit’ which provides marketing, merchandising and training support for platinum jewellery retailers, the first of its kind from a UK manufacturer.
‘Exclusively Platinum’ – Domino’s latest wedding jewellery solution was launched to invited customers at the company’s Birmingham facility on 13th April 2011, with the specific aim to assist jewellers to increase their platinum bridal sales, and so profitability.
“We want to develop business partnerships with our customers” explained Andrew Sollitt – Sales and Marketing Director for Domino.
“Selling platinum is the end point. Our clients need to be able to promote it on a variety of communications channels, display it to reflect the value, and explain why it is the best white metal for bridal to their customers. We want to help secure the transaction.”
Inspiring and commercially minded, the collection is available in a range of carat sizes and two qualities of diamond, (HSi or GVS) to span a range of price points, as well as being supplied unset to those retailers who wish to use their own stones, meaning an unset ring will start from £250. Matching wedding bands and other jewellery is also included. The opportunity is simple.
On purchase of five pieces from the collection, customers receive the specially produced Domino ‘Platinum Profits Kit’. Developed in collaboration with Platinum Guild International it contains practical tools and information under the strap line ‘When Forever Means Forever’.
Included is an in-store platinum film, buyer’s guides, a merchandising display and metal comparison matrix.
As part of the kit, Domino will also be hosting PGI’s new ‘Platinum Principles’ training sessions at their facility, Customers who attended the launch day viewed the full collection, heard the inspiration behind it; learned about the kit, saw a preview of the platinum training programme and enjoyed a tour of the facility where they learned how cutting edge technology sits comfortably with traditional craftsmanship at Domino. Early retailer response to the concept is enthusiastic.
“We’ve found that while people will pay for fancy decorations for the chairs, or for glass menus for the top table that they will often compromise on their wedding bands.
I’ve been trying to find the right words to sell more platinum and what we’ve seen and heard today will really help me make platinum jewellery more desirable,” commented Angie Whitmore of the Birmingham retailer Neweys, who attended the launch event.
Steve Quance of Stone Jewellers Ltd was another retailer who was impressed. “In the current climate consumers are all looking for cheaper quotes and retailers are nervous about losing a sale because of cost.
The ideas we heard today will definitely help us to justify the cost of platinum,” he said. For further information on ‘Platinum Principles’ please contact Ben Grainger at the Platinum Guild International.