The company enjoyed healthy sales to European retailers, drawn not simply from France and the Netherlands, where the company employs sales representatives and has an established customer base, but also elsewhere on the continent. However, it also picked up interest from retailers as far afield as Japan.
“This was a very good show for Domino. Retailers seemed to love the comprehensive nature of our Bridal Package and the very wide choice of options and opportunities for personalisation that it offers them,” says the company’s sales and marketing director, Andrew Sollitt.
The flexibility of Domino’s Diamond Ring Mounts (DRM) range of engagement and lifestyle rings was much welcomed by visitors to the stand who liked the fact that rings can be supplied either set or unset and that designs are available in a range of carat weights to enable customers to get the same look across a range of price points.
Another hit with retailers was Domino’s new Wedding Ring Collection which is supported by a comprehensive marketing package, including point-of-sale material, bespoke bridal brochures as well as staff training. “Our continental customers were impressed by the sheer diversity of this collection and the fact that it offers so many choices in terms of alloy, profiles and diamond content. Our marketing concepts were also very well received, with particular interest in our contemporary wedding ring sample box,” Sollitt explains.
Interestingly European retailers’ taste differs slightly from their British counterparts’. Buyers at Basel opted for smaller head sizes when buying engagement rings, usually up to 0.50ct. On the wedding ring front the Europeans tend to opt for lower diamond content in stone-set wedding bands than the British market. However, both markets tend to prefer solitaire-style designs, with both plain and diamond-detailed shanks being popular.
“It is, I think, a great tribute to our in-house design team that our ranges have such wide-spread appeal and offer retailers, wherever in the world they are based, the opportunity to create collections which reflect the tastes and the spending power of their own particular clientele,” says Sollitt.
Images show a selection of rings from Domino which sold well at Baselworld.