When Liz Kantner, marketing manager and Instagram expert for Todd Reed in Boulder, Colo., sent me a little bottle of gray nail polish as a gift, I thought, How clever, it’s the same color as the diamonds that Todd uses. Well, yes, that was exactly Kantner’s point—a signature color polish.
The idea was born when Kantner, wearing her favorite gray polish, noticed how good it looked with Todd’s jewels. Then when Reed rebranded and chose a light gray color for his logo that was an almost exact match to Kantner’s fave shade, the coincidence was just too much to overlook. To wit, Essie’s Take It Outside became the brand’s go-to gift for editors and clients.
“I think nail polish and jewelry go really well together,” Kantner observes. “Especially because ring stack photos are all over the Internet. When selling jewels, having a nice manicure is part of the process.”
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