As Lee Jofa enters its third century, vice president and creative director Stephen Elrod is helping to guide the company into a new era and introduce the brand to a new generation of designers and clients. Elrod sets the design and color direction for both Lee Jofa and Groundworks collections. He oversees the design and development of each fabric collection and directs all of Lee Jofa’s advertising, printed materials and other marketing efforts.
When it comes to color trends, Elrod often quotes the advice of Atlanta decorator Dan Carithers: “Any color is always in style as long as it is used well.” Regarding color trends in 2011, Elrod predicts more teal, grey (from light to dark), citrine, orange (a color which is a personal favorite of Elrod’s but often maligned in the decorating world), and pink in new product introductions.
Historically, Lee Jofa’s color palette was inspired by the beautiful colors found in antique Asian rugs, which are often the foundation from which designers build a decorating scheme for their clients. Lee Jofa will always offer its core range of classic colors: traditional Indian reds, warm roses, mossy greens, mid-range blues, soft golds and rich neutrals. Elrod’s favorite pattern in the Lee Jofa archive is the Hollyhock Hand Block, a top seller for decades. The print, he says, “has a unique elegance and strength missing from most floral patterns and is stunning in either chintz or linen.”
Looking ahead, in 2011 Lee Jofa will launch its first fabric and trimmings collection for Lilly Pulitzer as well as for Atlanta-based designer Suzanne Kastler. Second collections from both LA designers Kelly Wearstler and Suzanne Rheinstein will also be introduced this year.
Elrod is passionate about the heritage of Lee Jofa and committed to the future of the brand. For more about Lee Jofa, visit www.leejofa.com.