By now everyone has heard Pantone’s big announcement: the color of the year is actually two colors—rose quartz (a pretty pale pink) and Serenity (a light blue). It’s the merging of warm and cool tones, the blending of genders, and a nod to health and peace of mind in these challenging times, says the country’s leading color forecaster. Though lots of industries build the color palette of their merchandise on Pantone’s annual pick, can it boost jewelry sales? That’s the question we asked Amanda Gizzi (shown left), Director of Public Relations & Special Events of Jeweler’s of America. And what she has to say is of vital importance to any jeweler who wants to look beyond the holiday boom time for jewelry buying, and plan ways to boost their sales for spring. For inventory inspiration, check out the pieces above by jewelry designers known for the innovative ways they are incorporating these pastel gemstones into their designs. Shown from left to right: Lagos Maya Beaded Bracelets in rose quartz and blue agate,  Omi Prive Kunzite Sapphire and diamond Ring, Meredith Marks Earrings, Zaiken Jewelry Chalcedony Purple and Blue Sapphire Earrings, Lagos Maya Collection Sterling Necklace with Rhendochrosite Accents, and Syna Blue Chalcedony Mogul Pendant.

DPA: How much do Pantone’s annual color predictions historically influence jewelry design, popularity, and sales.
Amanda Gizzi: It kind of goes both ways. We’ve been seeing the Pantone color of year taking inspiration from gemstone hues such as 2010’s turquoise, 2013’s emerald green and 2015’s marsala, a garnetlike red. And the announcement brings so much additional awareness to consumers, and more importantly, influences fashion and what stores are marketing.

DPA: Does this include jewelry design and marketing?
AG: Yes. As an industry we’re naturally promoting these gemstones, and the Pantone colors can be an additional marketing tool for jewelers.

DPA: How can jewelers make the best use of the Pantone colors in their marketing?
AG: Now, more than ever, it’s important to have message points to start the conversation, especially with younger consumers. The Pantone-hued pink and blue gemstones are perfect price points for reaching millennials and getting them into the store. There’s such a wide range of choices. In addition to rose quartz, morganite is a beautiful light pink shade. Amethyst stones range from pink to purple. Sapphires come in every color of the rainbow, and tourmaline is a pretty light blue. These gems also lend themselves to bigger stones.

DPA: Does this mean stocking more pink and blue jewelry?
AG: Yes. My recommendation would be to stock fresh fashion-forward designs as well as classic pieces in these two colors of the year.

DPA: Can you give us a marketing game plan?
AG: Here are my recommendations:

° Think spring! Start your promotions after the holidays. It takes time for the color of the year to hit the market in retail merchandise. It will be fun to see if the trend shows up on the Red Carpet during awards season. So spring is the perfect time to start your promotions.

° Go digital! It all starts online. Your storefront needs to extend to your web presence. Use email marketing and showcase examples of pink and blue gemstone pieces together; promote on Facebook and other social media as well.

° Boost your visual merchandising! Use in-store displays to tell the story of how to wear pink and blue jewelry and tie it into fashion. You can do this with signage showcasing the Pantone colors of the year or video screen graphics, and even using mannequins to display fashion- forward designs to promote lower price points.

Bottom line: This is an opportunity to freshen up your merchandise, promote a big, industry-wide fashion trend, and get people into your store for the sake of something new—and away from the mindset of occasional or seasonal buying.

Jewelry shown above is from the David Yurman collection