Companies also launching platinum training days for retailers.

Domino has launched a new 32-piece platinum bridal jewellery collection in collaboration with the Platinum Guild International (PGI).

The Birmingham-based company invited guests from 25 UK retailers to the collection launch, with presentations from Domino’s chairman Patrick Fuller and the company’s head of product development Naomi Newton-Sherlock.


The platinum collection includes six suites of jewellery, including matching engagement and wedding rings as well as pendants and earrings. The collections have also been made at varying weights to offer retailers more competitive price points.

The collections – Lotus, Sway, Entwine, Laurel , Chateau and Olympia – were explained by Domino’s sales and marketing manager Andrew Sollitt, who revealed the concepts behind each collection, while Newton-Sherlock described her inspiration: "[It] is in their names and you can see the influences coming through strongly in the designs. We believe that these stories provide retailers with an additional sales tool for their staff and give bridal couples the opportunity to identify strongly with the design they choose."

Domino has also created POS and marketing kits to aid sell-through of the collections. Those stocking five or more pieces from the collection will receive a Platinum Profits kit – an educational guide on platinum for staff – as well as a display stand for use in store, an illustrated buyer’s guide for consumers and a precious metals comparison chart that can be used by sales associates to demonstrate to customers the benefits of platinum jewellery.

Stockists will also be offered the chance to send their staff on one of two platinum training days which will take place at Domino on 15th May and 18th October this year. 

Attendees at the collection launch received a taster training session in the art of selling platinum from professional sales trainer Christine Knott and a tour of Domino’s state-of-the-art manufacturing facility where the collection is made.

The feedback from guests was positive, with Mark Hussey of Hallmark Jewellers of Titchfield near Portsmouth saying he would definitely send some of his staff on the training courses, while Juliette Bluhm of Rococo Jewellers, a retailer considering adding platinum to its offer, said the collections offered something a bit different: "I thought the Entwine collection which also works as stacking rings was particularly stunning."