Dodo brand profile Featured

Youthful jewellery with universal appeal

by 05 March 2012

Brand highlights
DoDo is a brand that was created by Pomellato in 1994, following the Italian maison's declaration of its "commitment to the protection of the natural heritage." The decision was based on the idea of launching a new line of jewellery different to the Pomellato image, instead of trying to extend the existing brand into a new product sector. DoDo jewelry is characteristic for its whimsical, light-hearted appeal. It can be worn by anyone, regardless of age or gender. Above all, it is jewellery that tells a story. Its principal products are animal motifs, each of which has acquired a meaning within the realm of love and friendship.

The name of the brand comes from a bird that was rapidly driven into extinction by Dutch and Portuguese colonists on the island of Mauritius. The classic animal pendants are made in yellow or pink gold on a black-waxed cotton cord, with some pieces, such as the Fortunello and Uno Su Mille charms, in white gold and diamonds. DoDo went from strength to strength and in 2002, 47% of Pomellato's total sales was made up by the DoDo brand, performing particularly well in countries outside Italy. The best market was in fact Japan, where boutiques were opened in 2002. New charms are added every year.

DoDo's communications are superbly tailored to their target audience. The Fortunello charm is advertised by black and white silhouette-type images accompanied by a rhyme, such as "What fate awaits I need not fear, And I'll make the reason clear, Touching wood works well you see, And black cats are no threat to me, But keeping me from any harm, Is my Fortunello charm". DoDo is also highly active on web 2.0, with Facebook applications ("On Valentine's day send a Dodo surprise") and other social network tools. The Dodo website ( is a perfect example of communications targeted to a precisely-defined group of consumers.

The "Monetina" collection (spring-summer 2009) is a good example of how the Dodo brand utilises forms of communication that appeal to the young at heart. Monetina is a pink gold and silver pendant in the form of a coin with the words "1 kiss" on one side, and "A kiss for your thoughts" on the other.
Though the DoDo concept and the image of the pieces are refreshingly youthful and "new generation," the prices of these jewels are still at a luxury products level, reflecting the valuable materials used.

The DoDo Dictionary
Each animal featured on Dodo jewels has a meaning. Here they are:

aeroplane - get me flying
angel fish - I can work miracles
ape - I enjoy life with you
boat - take me out to sea
bull - you're a conqueror
butterfly - I need freedom
camel - real friend
cat - spoil me
chick - hug me
cockerel 1 - I'm ready to fight
cockerel 2 - I'd smother you with kisses
crab - so shy
crane - lean on me
die - good luck
dodo - I'm your dodo
dog - always by your side
dolphin - take me with you
dove - let's make up
duck - it's just gossip
eagle - unreachable
elephant - trust me
elk - follow me
falcon - aim for the stars
frog - kiss me, I'm your prince
gecko - give me a little warmth
giraffe - ready for anything
goat - you're always in my thoughts
hen 1 - hold me tight
hen 2 - I'm enchanted by your song
hippo - I'm just so fond of you
horse - let's run away together
kangaroo - I feel safe with you
lamb - innocent? Not always
little fish - can you keep a secret?
lion - courage
mouse - don't run away from me
octopus - hold me tight
ostrich - don't pretend nothing's up
owl - I love the night
panther - I'm proud of you
parrot - tell the truth
peacock - you always amaze me
pelican - you give me everything
penguin - totally in love
piglet - don't be sly
rabbit - tender heart
rainbow -
rhino - I'll protect you
rocking horse - let's play together
sea-horse - don't hold back
seal - help me!
seastar - I'm fragile
shark - I can defend myself
sheep - I'll keep you warm
snail - don't hurry
snake - you tempt me
sparrow - please don't go
swan - you take my breath away
squirrel - everything, right away
tortoise - you're able to wait
toucan - there's no-one like you
turtle - together we'll go a long way
whale - you're a tower of strength
wolf - Big and bad? Only in fairy tales

LUXOS online resources for DoDo
2011 DoDo collection
2011 DoDo products carousel
DoDo's new boutique in Dusseldorf, Germany
The 100% amore range
DoDo 2010 collection
Pomellato and DoDo brand history