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Domino signet ring sales surpass expectations

Birmingham based jewellery manufacturer Domino Jewellery have witnessed an increase in demand for their extended signet ring range, released as part of the Wedding Ring collection in January.

The Birmingham manufacturer made a conscious decision to increase the number of signet rings available, driven by acknowledged increased consumer demand from both men and women. Even with the confidence of consumer trends intelligence guiding the design team’s decisions, Sales Director Andrew Sollitt and his team have been pleasantly surprised with the appetite from retailers for the new signet ring range.

Commenting on the increase in demand, Andrew said: “Signet rings have always been a popular, classic, piece of jewellery but we have seen an increase in consumer interest as the trend has grown over recent years. It’s particularly encouraging to see retailers and consumers embrace both a variety of styles, as well as appetite from both male and female consumers.

“We have seen an uplift of more than 40% in the first two months since launching our new, improved range. Another area that has been very positively received by our retailers is our engraving service; with a choice of laser, hand and seal engraving available to further personalise our pieces.”

According to the manufacturer, Signet rings have been rising in popularity over the last 3 years, with increased appetite initially driven by female self-purchasers. Male self-purchasing is also on the increase, with demand for unique styles and designs fuelling the appetite for a jewellery item, previously resigned to 80s and 90s fashion trends. It is not only self-purchases driving sales though, with signet rings once again becoming popular within the gifting and wedding ring markets.

Creative Director Naomi Newton-Sherlock commented: “You only have to search Signet on Instagram or Pinterest to be presented with not only a wealth of contemporary designs, but also wearers positively celebrating this formerly traditional style of adornment. We worked hard to provide a range of signets to our retailers that covered the traditional and also presented more modern styling including slimmer designs and geometrical shapes.

“We have also increased choice with all signets now available in platinum, as well as 9ct and 18ct white, yellow and rose gold. People may not be using signet rings to seal envelopes any more, but they are definitely using them to stamp their own mark on their individual look.”

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