Last Friday, after JCK’s daily e-newsletter hit inboxes worldwide, the lead story—Pantone Reveals Color of the Year for 2013—stirred both interest and inquiry among readers. Chatter on Facebook, where a link to the story was posted, inevitably ensued. “Will this decision actually make consumers buy more green stones?” asked one user. “I think it’s more of a trend, design, fabric, and fashion accessory thing,” replied another. To address these questions and others, here are five reasons why Pantone’s Color of the Year matters to jewelry store owners.
- More women will be wearing the hue because more clothing designers are making garments in the color, so jewelry needs to complement the couture. When women are wearing more of a particular color—such as Emerald Green in 2013—jewelers should be prepared to merchandise complementary shades of jewelry in store for clients to build attractive color-blocked ensembles.
- The Color of the Year could inspire more purchases of same-colored gems. If a woman starts crushing on a particular color, you can bet she’ll be buying as much of it as she can. So while green will be more prevalent in clothes (according to the multitude of fashion designers interviewed by Pantone), who’s to say that women won’t be inspired to buy green gems as well?
- Knowing the Color of the Year will make you look smarter to your clients. When you impress them with your fashion know-how—“You know what would look great with your Pantone Color of the Year emerald blouse? A yellow gold link choker!”—they’ll remember how you so smartly accessorized them, and will likely return to buy just the right gifts and self-purchases next season.
- A new color for a new season means new purchases. Everybody likes to get something new! Knowing the Color of the Year gives you a talking point to guide customers through the addition of a new bauble to their private collections, and a new reason to pay attention to what you have in store.
- The research behind the color could influence consumers as well. Pantone chose PANTONE 17-5641 Emerald for its “sophisticated, lively, radiant green, that inspires insight and clarity while enhancing our sense of well-being,” according to the group. “Symbolically, Emerald brings a sense of clarity, renewal and rejuvenation, which is so important in today’s complex world,” Leatrice Eiseman, Pantone’s executive director, told the press. For the consumer, this could translate into jewelry designs featuring emerald-accented motifs with a natural, spiritual, or otherwise personally inspiring bent, as a means of self-expression.