Colors, like features, follow the changes of the emotions.
– Pablo Picasso
A customer recently asked me what inspired me to create the Colette Jaffe brand. A seemingly easy question until I had to answer. It was like the chicken or the egg. Was I inspired as an entrepreneur doing what I know or did I see something missing in the linen world that I wanted to give my voice to? Undoubtedly, there was an entrepreneur hiding inside me. So what did I think was missing and how was I going to fix it?
In general, people purchase bed linens as a need more than a desire. How do I know this? Linen departments are always in the back of the store or on the top floors. Compare how many times you have stopped in the shoe department caught by the latest styles as opposed to how often you browse the linen department. If necessary, you will find the linen department, but that new pair of shoes is calling your name. (Thank you Martin Patrick 3 for having the vision to put my brand in the front of the store.)
For over 20 years I have observed a similar behavior with a customer purchasing new sheets. They look for sheets that match or parallel the color of their walls and floors. They choose a design that coordinates with the motif in the bedroom. And finally, if the thread count is high enough and the price is right, they purchase.
How did this behavior inspire me and influence the Colette Jaffe brand?
We experience so much of life in our beds. We laugh, we cry, we dream, we cuddle with our spouses, children and pets, and the rest I will leave to your imagination. For a place that evokes so many emotions, why is there so little emotion when we buy sheets? The Colette Jaffe brand was created to inspire emotion through the use of color.
Color is everywhere and everything. You wake to a sunny, clear blue day and want to jump out of bed. You rise to a cloudy, grey sky and want to go back to sleep. I am fairly certain the day you bought a new car your color choice had nothing to do with matching the color and motif of your garage.
Color carries important meaning and can have an impact on people’s mood, cognition and behavior. Color is a universal language and research proves the blind can sense color energies through their fingertips. Color is instinctual and yet, societal constructs of color are constantly evolving.
Given these facts, why am I so inspired by color?
- It’s one of the first things we learn after our ABC’s.
- When we are young, someone asks us what is our favorite color and if we could remember that moment, I believe that is our favorite color for the rest of our life.
- It is socially acceptable to have a favorite color and rarely does someone tell you it’s a wrong choice.
- We never get tired of our favorite color.
- We choose our favorite color in all things – a shirt, a pen, a bicycle, a chair.
- Bed linens in your favorite color will match any décor simply because we feel good wrapped up in them. “FEEL” as in emotion.
I often wonder who was the person that decided we should sleep on white and beige sheets. Was it the same person who first uttered the words “thread count”?
“I love color. It connects me with people. It makes me happy. I am color and color is me.”