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Domino Jewellery campaign
Domino Jewellery campaign

Domino Jewellery’s Australian expansion

UK-based Domino Jewellery has relocated a senior manager to Australia to work alongside local supplier Peekays Findings as part of a long-term growth strategy between the two companies. 

Business development manager for Australia Ben Williams will be responsible for helping Peekays to refine its Domino Jewellery service and product offering, which includes ring mounts, findings and finished jewellery. 

Anita Kornmehl, Peekays managing director
Anita Kornmehl, Peekays managing director
Peekays secured the distribution rights for the range in 2011. Its managing director Anita Kornmehl told Jeweller that Domino had shown steady growth since first being introduced to the local market.

“The addition of Ben to the team is a sign of the opportunity we believe there is in Australia and we hope to continue this growth with his support,” Kornmehl explained.

She said that while both companies had a close working relationship, it was decided that Domino could enhance market share by relocating a UK manager to Sydney.

Domino is one of three companies that fall under the umbrella of WB The Creative Jewellery Group, which employs 180 people across three different sites in London, Birmingham and Essex.  

“We have had great support from Domino in the UK but this should enable us to develop further and make the next step.” 

Williams’ first job will be to review and expand the range of stock held by the local jewellery supplier. 

Ben Williams, business development manager
Ben Williams, business development manager
According to Williams: “Speedy delivery has always been at the heart of Domino’s ethos and this is something we intend to provide to our Australian stockists in the same way as our British and European customers. I really can’t wait to get started.

“This is a tremendously exciting opportunity for me. Our extensive market research over the past couple of years has identified real opportunities for Domino in Australia – particularly, our platinum collection of ring mounts, all of which are designed by our prize-winning, in-house design team and made at our production facility in Birmingham,” he said.

Kornmehl added that Williams – who has extensive knowledge of the international jewellery trade – would help the company improve all areas of its business, including product knowledge and marketing.

Adjusting to the Australian market
Williams told Jeweller that although a number of cultural similarities existed between the UK and Australian jewellery industry there were also many differences. 

“I think in many ways the Australian jewellery consumer is more flamboyant, they are willing to experiment, use coloured stones etc. Our new product development team are key to the business and I will be feeding back regularly to ensure we adapt to the Australian market," he said.

“The two big differences I have noticed in the ring mount market is the minimal use of platinum, a metal that has become incredibly important in the UK and the industry does not have independent hallmarking.”  

Finished rings from Domino Jewellery
Finished rings from Domino Jewellery
While the new staff member will be based in Peekay’s Sydney office, Williams will also spend his time visiting other Australian cities and attending various industry events and exhibitions. 

“It is important for Ben to fully understand our jewellery market and there is no better way than talking to those involved in it day-to-day,” Kornmehl said. 

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Wednesday, 19 September, 2018 07:26pm
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