Domino Jewellery unveils major modernisation drive

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Company investments in technology, branding and customer service.

Domino Jewellery has expanded its Birmingham Jewellery Quarter facility to include a luxurious Creative Suite for demonstrating and discussing its product range and services to customers.

The 800 square feet showroom is located within the secure premises of the jewellery manufacturer, allowing jewellers to discuss their requirements in safe, 5-star, surroundings.

“We believe that presenting small parts of our range out of the traditional black suitcases isn’t working anymore,” said Andrew Morton, managing director for Domino Jewellery.

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“Before the Creative Suite was opened, our UK customers had just two chances a year to see our whole range. Now they can view it whenever they wish, in a secure and private environment at a time to suit themselves,” explained the company’s chairman, Patrick Fuller.

In addition to the Creative Suite, Domino also announced that Birmingham Assay Office has agreed to open a dedicated hallmarking facility within the manufacturer’s building. This will cut the turnaround time from order to delivery for a UK jeweller by a full day, according to the company.

Domino also intends to improve the ease with which it does business with its jeweller customers with a complete overhaul of its online presence. Marketing manager Ben Williams told Professional Jeweller that a full e-commerce site for its trade customers would be ready before the summer.

Marking the leap forward from Domino Jewellery, and its sister CAD/CAM design company Weston Beamor, is a rebranding for both companies designed to bring their corporate image into the 21st century.

“The overriding response from our customers when research was carried out almost a year ago was that although both companies are well-liked and well-trusted, they were not perceived to be delivering the cutting edge products the market demands.

“It was a case of perception having not caught up with reality. Since that time we have, under the leadership of new managing director Andrew Morton, launched a number of exciting new product lines, invested heavily in cutting-edge technologies and expanded the capacity of our in-house design team.

“The new logos are the outward sign of a huge internal restructuring which leaves both business stronger and reinvigorated,” explained marketing director Andrew Sollitt.

 

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