In the midst of stay at home mandates for the country, Royal Chain, a New York based wholesaler, has released a new rainbow themed collection, to inspire smiles and send positive vibes to everyone near and far.While working remotely, Royal Chain team members began to notice a movement making waves on TV and especially in social media. Referred to as the Rainbow Trail, (see #rainbowtrail hashtag on Instagram) the movement has children across the globe creating rainbows and displaying them in the windows of their homes, hoping to spread positivity and reassure passersby that everything is going to be ok. Children are reported to have been most affected by current events, in part because many of them are experiencing feelings of fear and uncertainty for the first time in their lives. This movement has allowed them to cope better and let them know they aren’t alone.
Inspired by what they saw, Royal Chain worked remotely to pull together a collection that would allow them to join the movement in our own way and help thousands of retailers across the country to do so as well, resulting in this 20-piece capsule collection. The entire collection is made from Sterling Silver with colorful cubic zirconia stones at price points that start at $60 retail.
In an effort to give back during this crisis, 10% of profits from the collection will be donated to Bethenny Frankel’s bstrong disaster relief initiative, which provides real time emergency assistance to individuals and their families. In relation to COVID-19, the organization has already donated millions of n95 masks and other protective gear to various cities and hospitals.
The company released an email Monday, April 13th previewing the collection to their customers. Although styles are currently listed on the website and available for preordering, they anticipate all orders will ship once their office & fulfillment capabilities start up again.
Phillip Gabriel Maroof, creative director of Royal Chain says “People may think we are crazy, but the hope is this new collection will give our retail partners, who truly are trusted pillars of their communities and are so deeply connected to the towns and cities they live in, something fun and inspiring to offer their customers and feel good doing it as well.”
About Royal Chain Group
Royal Chain is the industry’s premium supplier of gold jewelry. Founded in 1978, the company has 40 years of excellence and the continued success of being a third-generation family-owned and operated conglomerate. The company’s portfolio includes karat gold, silver, chain, finished jewelry, alternative metal jewelry, and the nationally recognized brand Phillip Gavriel®. The company is and always has been located in the heart of New York City’s Diamond District. Royal Chain is a member of the Responsible Jewellery Council. For more information, please visit www.royalchain.com.
