Use Pantone’s Color of the Year News to Your Advantage

Posted on December 6, 2013

The word is out … orchid is in.

 

Pantone Orchid is the Color of the year

Pantone Orchid is the Color of the year

 

Pantone, the international color authority, has declared Pantone’s color No. 18-3224 “blooms with confidence and warmth” and is “a captivating, magical, enigmatic purple,” according to the company.

In the past 24 hours I’ve seen it mentioned on social media no less than a dozen times. This happens every time there’s a “Color of the Year” or “Color of the Season” announcement by Pantone.

We can debate the value of designing around this color — I don’t know if you should jump on the bandwagon for all your new Spring designs — but I do know that you can have a marketing moment now if you can promote an image of one of your existing jewels using this color.

We’re  always looking for relevant social media chatter, right?  Well, here’s a good one.

Find a jpg of one of your designs using any pink-purple gem and get it up on your Facebook/Instagram/Twitter page showing that you’re right in line with the trends.

Here’s a screen capture from gemselect.com I found that shows you the right stone shades to give you the idea of what to promote. Go for it! Call yourself a trendsetter. Get in on the buzz – it will only last this week.

 

Find anything in your stock in this range to go along with the new Pantone Orchid trend.

Find anything in your stock in this range to go along with the new Pantone Orchid trend.

purplegemstones

 

From the Pantone press release:

While the 2013 color of the year, PANTONE 17-5641 Emerald, served as a symbol of growth, renewal and prosperity, Radiant Orchid reaches across the color wheel to intrigue the eye and spark the imagination,” said Leatrice Eiseman, executive director of the Pantone Color Institute®. “An invitation to innovation, Radiant Orchid encourages expanded creativity and originality, which is increasingly valued in today’s society.”

“An enchanting harmony of fuchsia, purple and pink undertones, Radiant Orchid inspires confidence and emanates great joy, love and health. It is a captivating purple, one that draws you in with its beguiling charm.”

Radiant Orchid for Fashion
Radiant Orchid’s rosy undertones radiate on the skin, producing a healthy glow when worn by both men and women. A dazzling attention-getter, Radiant Orchid permeated the runways during the spring 2014 fashion shows and is already making its way onto the red carpet. Fashion designers featured in the PANTONE Fashion Color Report Spring 2014, including Emerson by Jackie Fraser-Swan, Juicy Couture and Yoana Baraschi, are incorporating Radiant Orchid into their spring collections and variations of this hue will carry into men’s and women’s clothing and accessories throughout next year.

 

As you can see, the Jewelry Information Center is already on it — their job is to promote fine jewelry (and it’s trends and makers) to the consumer press so here’s their blog post (and subsequent Facebook post)  from yesterday: 

 

Screen shot 2013-12-06 at 2.31.46 PM

 

Screen shot 2013-12-06 at 2.32.03 PM

 

And here’s a Facebook trail of very quick orchid promotion. Max’s (a fantastic store in MN) promoted that this weekend’s  trunk show designer, Vicente Agor, is right on point with the color. And the  Contemporary Jewelry Design Group (Vicente is the current president) jumped in on the news and spread it even wider. Now followers of Max’s, Vicente and CJDG got to see this facebook post.

 

Screen shot 2013-12-06 at 2.38.12 PM

 

And later today I saw this on Facebook:

 

Screen shot 2013-12-06 at 5.34.58 PM

 

And here’s how a retailer can get in on the promotion; Studio 2015 made this clip and had it on Facebook within a few days.

 studio2015pantonepost

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