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Domino reacts to growing stackable bridal rings trend


Domino has responded to a growing trend for stackable engagement and wedding ring set with the introductions of a collection titled ‘Identity’.

In the annual Etsy Wedding Trend Guide, the online market place revealed the term ‘stacking rings’ currently yields over 131,000 search results, and view for these pieces are up 68% on last year.

Continuing to deliver on-trend occasion-led fine jewellery, Domino will launch its new Identity collection tomorrow (April 20). The range comprises a mixture of textured bands; ten occasion bands and ten diamond solitaire ring mounts.

‘Identity’ is part of Domino’s Created & Crafted series, as the entire collection was designed and will be manufactured in the Birmingham production facility. The versatile range features Platinum and18ct Gold pieces, available unset or set with the retailer’s choice of GVS or HSi diamonds, in head sizes 4mm, 4.5mm and 5mm. Pieces can be ordered and delivered within 10 days for unset items and 15 days for set items.

Domino creative director, Naomi Newton-Sherlock, shares: “The Identity collection provides the ultimate in flexible, fine fashion. The mix of metals and textures, with the addition of solitaire pieces, means that we are providing retailers with a collection that answers key 2018 trends, as well as more timeless, traditional tastes. The rings in this collection could be selected as a stackable engagement ring and wedding ring set. The textures range from subtle to strong, so provide both brides and grooms, and perhaps others within the wedding party, with unique personalised shopping experiences and options.”

Despite reacting to a bridal trend, the price points are weighted towards encouraging multiple purchases, so fashion-forward consumers can consider buying Identity rings to create unique looks.

Consumers will also be able to further tailor their look through choice of metal combinations, for example, alternating between a classic all-white metal look to a more contemporary colour mix of all three available metals – white, yellow and rose gold.

“The stacking trend looks set to continue for the foreseeable future, as we see all consumers, not just millennials, seek more personalised experiences, services and products,” continues Newton-Sherlock. “‘Identity’ was also designed to complement other Domino collections, for example our new Shaped Wedding Bands range, giving our retailers functional and flexible on-trend designs to present to their customers.

“The stackable trend is a great opportunity for retailers to upsell at point of sale and to signpost purchases for possible future occasions; it’s also a great opportunity for more lasting relationships, through more engaged interactions with customers. “

The new ‘Identity’ collection will be featured in a supporting social media campaign, with the Domino design team showing their favourite stacks on Instagram and on Twitter @dominojewellery.

The new range will be available online and to view with Domino’s sales team from Friday April 20.


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