PLATINUM LINE introduction

Hi! I am Pasquale Semeraro and, unlike I have done until now, I have decided to talk about and to tell you some of my products.

My purpose is not to sell you something, but to show you something I am really proud of: a collection of decorative paints that makes the unique and beautiful houses, “PLATINUM LINE”.

PLATINUM LINE is the decorative line I created to enrich and to make unique any room of the house, molding three of the existing precious metals like gold, silver and copper.

To these, I have added other special pigments in order to make unique each effect.

Indeed, PLATINUM LINE is composed of twelve decorative products, which are different from each other, but with the same final captivating, elegant and refined effect.

Since there are twelve types of decorations, I will devote as many chapters to know all details of each product. I won’t write an article, because it would seem a book, but I will publish periodically an article.

So I inform you now that it will be a long and difficult path. I’m joking of course! I will try to explain as best as possible, making easy every concept, even and especially for non-experts.

But, first of all, we start with a question.

Why is born PLATINUM LINE?

In the beginning, I was a little skeptical in creating this new line, both because I knew that the investment to produce it was remarkable, both because I was afraid to be really involved.

All you need for a presentation worthy of any effect is to create color charts, image, design; this would cost me a lot not only in terms of time, but also in economic and emotional terms.

But endless researches of our customers and our agents pushed and convinced me to create PLATINUM LINE.

Going around, I began to look more carefully at what competing companies were doing, what kind of products they created and how they were presented.

I don’t deny that I had peeped at my competitors; I’d be a liar. But I needed to know what I could create that was different from the others, and that could make “PLATINUM LINE” unique.

At first, talking with my father, I was also tempted to buy from some company which produced this kind of effect, but then I could not make it unique and exclusive as I wanted.

So, one morning, I took a plane and I went to visit a leading company in the decoration industry.

It was a unique experience.

The owner, a really nice and friendly person, was at my disposal; I visited his company and he gave me all the possible explanations.

When I came back, I decided I could create these products, avoiding buying them. So I called one of our chemists and I explained to him what I saw and I wanted to create; when he told me that there were no problems for the construction, but it needed only patience and a lot of improvement tests to achieve my goal, we rolled up our sleeves and we started with the project.

The first question I asked myself was from what decoration we start, or rather what I would like to make first.

The first idea was given to me by my children Alice and Michele

One Sunday while we were at sea my kids have asked me to play with them to build sand castles.

The sand, its glitter, its softness and its ease in being molded made me to imagine a painting that, by applying it, could model as the sand and could give a final effect similar to his.

The next day, I consulted Edoardo, one of my chemists, and I explained what I had imagined: we started to work.

We asked all our suppliers, who sent all the samples of raw materials and we started to work.

We tried and tried, we selected a multitude of raw materials, we tested and tested until we achieved our goal.

The first decorative magical effect was ready.

It only needs to look for its image and to give it a name.

I called Domenico, our graphic designer, to whom I had already asked to start working on this project, and I showed him what we had achieved.

We gave together a name to this product, we gave an image and, after choosing the best colors, we created the first color chart of “PLATINUM LINE”.

I never asked why people would have to buy our product rather than a rival one, simply because I had a very clear idea and an equally clear audience in mind.

First, I didn’t want an economic line, but a line which had only and exclusively the highest quality products, enriched with gold, silver and copper that would make it extraordinary.

Second, I thought to simplify the color, studying a system with only twelve toner (coloring pastes), and formulating forty-eight indicative colors that can become infinite only by increasing or decreasing the amount within each decorative effect.

It is a saving of time and money for all those customers who have decided or will decide to buy the full range or just a product of PLATINUM LINE.

I wanted to make the color the center of each decoration, I wanted anyone who had approached PLATINUM LINE had a chance to choose their own color, without encountering a “no you can’t do” or similar things, or feeling economically ruined by the possibility to do it.

We can say that my goal was a TAILOR of decoration, but disguised as industry.

Today it is beautiful to say I succeeded.

But as they say: “appetite comes with eating” and then, from that first effect, we created three more and we printed and enlarged the color chart.

The first impression was very positive, but, as we started the sale, we realized that a single color chart to represent three effects created a lot of confusion.

Furthermore, the range began to widen because over time we formulated and defined well nine more decorative effects, and now there are twelve effects.

So I decided that each of these products had to have its own color chart; every one of them had to have the greatest representation and presentation that was worth.

At this point, I wanted to do something new in my industry and so, for three of these products, instead of the classic color chart in A4 format, I decided to make it in a different form.

After all, you can’t show a Pearl in a trinket tray; no one would appreciate its true value.

All effects of PLATINUM LINE are born from the beauty inspirations so, looking at everything around us, such as the effect of colors of a pearl exposed to light, or the effect to the touch of a dress in silk, or yet the clarity of a marble, and so on…

As I thought and realized these effects, I am totally in love, so much so that today I am here to write about them.