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Domino refreshes website and online resources to meet client demands


Birmingham-based manufacturer Domino has relaunched its website and online resources as it continues to focus on customer support.

Domino has been working behind the scenes finalising improvements to the online portal, following direct customer feedback on changes required to support its diverse customer audiences.

The new website officially launched this week, although some aesthetic changes had been applied beforehand.

Major changes to the website include:

  • Faster, easier live price checking
  • Improved data table and product presentation
  • Simplified navigation, enhanced filters and improved search functionality
  • Improved design and images across the website

Domino marketing co-ordinator, Chantelle Serrell-Cooke, shares: “We knew that the fundamentals of our website were on the money, however, we also knew that there were elements that we could improve. We asked our customers to feedback and we went back to basics. The new website delivers on the requirements that our customers stated were the priorities. They want quick live pricing, great product images and data tables that are easy to understand and present to their customers.”

“We researched and bench-marked against luxury fashion brand websites; but also looked at companies within the much wider consumer market, such as Apple and Sony. We’re really pleased with the new website and we’re looking forward to hearing the reviews from our customers. Their feedback has driven a lot of the improvements we have made so far, so we want to make sure we’ve delivered against their expectations.”

All current Domino product ranges are available on the new website, including wedding rings, ring mounts, neckwear and wrist wear, as well as earrings and pendants.

The new Diamond Ring Mounts range, which Domino has launched with the strapline and hashtag ‘Real Women. Real Jewellery.’ will also be available on the new online portal.


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