AMES Tools – Five minutes with David Domoney, AMES Tools Brand Ambassador

Company: AMES UK

When launching a new tool brand, one that is full of industry firsts and game-changing design innovations, the marketplace sits up and notices. But when you add in a famous face, one that has adorned our screens for over 20 years and inspired a generation of gardeners, as the brand’s ambassador, it suddenly becomes an even more exciting proposition for retailers and consumers alike. Introducing David Domoney as the AMES Tools’ Brand Ambassador.

David Domoney, Chartered Horticulturist, TV regular, writer and campaigner, has come on board to help demystify gardening and allow shoppers to understand the AMES Tools difference. Recognising that the offering provides something unique whilst arming gardeners with all the know-how they need to triumph with tools in the garden, David will be creating content to educate and inspire shoppers. Here, he tells us more about the ambassador role.


Demystifying tools

Having been immersed in gardening for much of his life, David has used more garden tools than most. He recognises quality, understands why their design and materials play such an important part, and he appreciates that the variety of tools on offer can also be a confusing proposition to many. “I want to use my AMES Tools ambassador role to help gardeners gain new confidence in the tools they are purchasing. By outlining each tool’s particular use, highlighting why the unique design features matter and the difference they will make in the garden, and explaining how these differences make one tool unique against another, I hope that shoppers will have the confidence to build a tool collection that will best suit their needs both now and long into the future, and will get a better overall experience. This isn’t about having a shed full of rarely used tools. Instead, I want gardeners, no matter their experience, to carefully curate a collection that will cater for every task in the garden.”

Making gardening pleasurable 

“With 40 years of experience as a professional horticulturalist, it’s easy for me to talk about the joys of gardening, but I recognise that for many new gardeners, the task at hand can be confusing at first. I firmly believe that much of this confusion can be alleviated with the proper knowledge and the right garden tool for each garden task at your fingertips.

“Regarding tools, the two biggest issues that impact pleasure are using the wrong tools for the job and ensuring the ones you are using are comfortable. Through the educational content I‘ve created for the AMES Companies, shoppers will be armed with the right info, but it is the AMES Tool team that has tackled the comfort aspect. Throughout the range, you will see solutions to common issues that are designed to increase usability, comfort, and ergonomics. Longer shanks, double rivets, improved head-to-handle ratio, and no weld points are some of the basic design principles that have been implemented to make using the tools an easier, lighter and more enjoyable experience. Then you have innovation exclusive to AMES Tools, including the Comfort Step™ or the Extra-Wide Leaf Rake, which has gone above and beyond to provide new solutions to common problems.”


Education is important

David’s ambassador role will also see him offer monthly gardening tips, including showcasing the perfect tool to get the job done. Featuring short- and long-content videos plus regular blog content, David and AMES Tools is set to become a vital resource for gardeners wanting to make 2024 their best gardening year yet.

“With the right information and the best tools at hand, we hope to help many more gardeners to have great success in the garden throughout 2024, and that we can give a new generation of gardeners the confidence to get there and start their gardening journey with ease.”

AMES Tools – the journey begins

Launched at Glee 2023, AMES Tools has already garnered a strong response from all corners of the garden retail sector. Stock is already finding its home in UK garden centres, supported by a brand-new state-of-the-art warehouse and logistics system to ensure optimum stock availability throughout the season.


Find out more

To stay updated with all things AMES Tools, including accessing the dedicated trade portal where you will find a comprehensive image library, POS guide and Product Database alongside the 2024 catalogue, please visit Further details about the AMES Companies by visiting

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