Joy & Jake plumb retro for intros

By Staff -- Home Textiles Today, 4/28/2003 12:00:00 AM

MIAMI —

Joy & Jake have thrown the design gear into neutral in a new line of retro pillows that depart from the company's signature pop hues.

Best known in home textiles for its apple green and cherry pink tufted chenille bed coverings, the company has branched out in a secondary color direction to explore the cooler side of retro.

Recent additions include a neutral palette in its vintage square and retro stripe decorative pillows, as well as the introduction of a neutral-hued quad pillow. The company has also brought out a collection of neutrals in its Mongolian lamb pillow, offering in black, gold, chocolate and white.

"There can be a lot of diversity in retro, and we wanted to show that," said Joy Haizen, chief creative officer.

The firm is also adding layered alternatives to its chenille bedding, introducing at the recent New York Home Textiles Market a printed cotton duck duvet as well as shams, Euro, skirts and dec pillows.

"We're mixing the fabrications," Haizen said. "It allows us to have more depth to what we're showing."

In chenille bedding, Joy & Jake introduced a tufted poodle bed with a coordinate sequin dec pillow that recalls the black and pink poodle skirts of the 1950s. The firm also introduced a coordinate tufted shower curtain. Other bath introductions included printed shower curtains and a chambray shower curtain with a vertical chenille stripe.

The "couch poncho," a 50" x 60" bonded cover with a faux suede fabric on one side and a shearling on the other, is also being offered.

The firm continues to build its branding, said Jake Jacobson, ceo. Later this year, Joy & Jake will unveil an upgraded Web site with interactive features aimed at creating a sense of community for consumers.

"It will give us a much stronger marketing and branding presentation," Jacobson said.