Domino’s Anthology Collection Well Received at IJL

Domino’s new fine jewellery collection comprising diamond and gemstone-set designs in 18ct gold, provided strong sales for the company at this year’s International Jewellery London with retailers buying into all ten of the very different ‘stories’ within the Anthology range.

As its name suggests, Anthology offers stockists a number of separate collections each based on a fashionable design concept. Each ‘story’ comprises four to seven products inspired by the same theme. Pieces include statement necklaces, stylish pendants, chandelier, drop and stud earrings and various styles of dress ring.

Each collection has a very different aesthetic, from grouping together deep blue sapphires and accent diamonds, creating a look which is sophisticated, luxurious and opulent, to designs that tap into the trend for geometric styles with a distinctly retro vibe. All are named – for example Barleycorn, Gatsby, Eternal – and have a compelling back story for use at the point of sale.

Elegant red hair girl with curls in green mermaid gress sitting on table in luxury interior and looking away. Fashion style portrait

All pieces have been designed and developed in-house by the company’s prize-winning team and are unique to Domino. Each story comprises pieces covering a range of different price points which means that if a consumer falls in love with a particular story there will hopefully be a piece incorporating it which falls within their budget. Depending on the collection, pieces are offered in a varied selection of 18ct white, yellow or rose gold, set with HSi diamonds and precious gemstones.

“We were truly delighted with our retailers’ response to Anthology and anticipate further sales as we move towards the Christmas season,” says Domino’s Sales and Marketing Director, Andrew Sollitt. “This collection has everything, from stunning hero pieces, ideal for a festive window, through to affordable gifts. The groups of products also provide a much wider choice and greater opportunities for personalisation than more traditional suites. We are thus confident that Anthology will allow retailers to up-sell across the various collections and will also engender add on sales.”

Anthology is backed by an on-line brochure and images of all the pieces in the collection are available to retailers for their own promotional purposes.

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