Domino has just published a brand new 86 page, full-colour, catalogue to accompany its latest ‘Diamond Ring Mount’ (DRM) Collection.
To underline the fact that this collection is both designed and manufactured at Domino’s production facility in Birmingham, the catalogue takes as its theme the slogan ‘Created & Crafted in Britain’ and photographs of the jewellery are supported by a range of attractive lifestyle images many of which incorporate iconic items of British design and/or British architecture.
For example the front cover features a model with a Mini car, another model wears tartan and a third is draped in a Union Jack.
Selected rings from the DRM Collection were previewed earlier this year at Jewellery & Watch Birmingham and the entire range made its debut at Baselworld in April where it was hugely well received.
Following feedback from customers the Collection has now been tweaked and finalised and 100 ring designs, 44 of which are entirely new for 2015, are included in the catalogue. All rings are available in a choice of platinum and in white, yellow and pink 18ct gold.
They can be supplied semi-finished for customers to set with their own stones or fully finished using a choice of GVS or HSi diamonds, or can be set by the company’s expert setters using the customer’s own stones.
Diamond content ranges from delicate 10pt stones through to statement 7.00ct pieces. Particular trends include textured and highly detailed shanks, multi-stone designs and more contemporary-looking pieces.
“Whilst the new DRM catalogue is intended for our stockists’ own use as a reference tool, and thus includes all the technical information they require about the various designs, we have also created something which is attractive enough for use at the point-of-sale and which gives real provenance to the collection.
We sincerely believe that a growing number of consumers are now positively looking to buy British and we hope that retailers will also find this catalogue useful when clinching a sale,” says Domino’s sales and marketing director, Andrew Sollitt.
In addition to focussing on ‘Created & Crafted in Britain’ the catalogue also reinforces Domino’s other key marketing messages which were incorporated into the company’s stand at Basel.
These have subsequently been featured in an email marketing campaign and will shortly be the subject of a corporate leaflet for customers. The messages, chosen to reinforce the company’s long history, its family ethos, its commitment to decent business and employment practices and its passion of design and technology are: ‘Honest & Ethical’, ‘Design & Detail’, ‘Knowledge & Innovation’ and ‘Heritage & Quality’.