Joss & Main has put its spin on three of Pinterest’s summer trends.
BOSTON — Joss & Main, the trend-forward brand under the Wayfair umbrella, has teamed with Pinterest to bring some of the visual discovery platform’s summer trends to life with shoppable content.
While Pinterest leveraged a wealth of data to put together the 2025 Pinterest Summer Report, which captures trends for “digital detox summer,” Joss & Main weighed in with its own view on these ditch-the-screens trends and identified three it wanted to focus on: literary escapes; books clubs and garden parties; and dill green and boho.
Johnice Bristol, chief marketing officer at Wayfair Specialty Brands, said the two brands have been working together for a couple of years now, noting that there is a natural overlap between the Joss & Main customer and those interested in home and lifestyle trends on Pinterest.
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Pinterest has come to Joss & Main photo shoots and they co-hosted a dinner party in Chicago two years ago, she explained. “We feel strongly about the synergy of the customer bases,” she said. Joss & Main also promotes Pinterest trends through its custom emails.
Three Pinterest creators — Isabelle Heikens, Jessica Bui and Akilah Releford-Gould — will be putting on dinner parties for which Pinterest will do custom videos, which will lead to special landing pages on Joss & Main’s website. “We will also be building custom landing pages with each creator,” Bristol added.
“Each creator is focused on a trend that aligns with their style,” said Kerry Ricciato, head of brand marketing for Joss & Main. Heikens is presenting the book club hosting trend, Bui is exploring dill green summer style and Releford-Gould is creating a summer garden party.
Joss & Main’s partnership with Pinterest on the Summer Trends Report is focused online, noted Bristol, adding the physical stores in Burlington, Mass., and Oakbrook, Ill., don’t have the breadth of space the e-commerce site provides.
Products from Joss & Main being highlighted in the trend presentations range from terra cotta vases and wall art tied to the literary escapes theme to colorful glass vases and candleholders associated with the book club trend.
“Our summer edit is about pulling in colors from nature,” explained Bristol. Dill green is showing up in everything from faux florals to dinnerware to upholstery accents. Ricciato added that green will be pulled forward beyond summer in larger items such as headboards.
Along with the trends Joss & Main is highlighting, the Pinterest Summer Report spotlighted some home décor styles specific to Gen Z: thrifted home, rustic retreats and farmhouse interiors, all of which align with “the rising popularity of rustic aesthetics and farmhouse cottage interiors. Gen Z is embracing … a preference for unique pieces and earthy, natural tones and textures found in secondhand items,” the report noted.
The farmhouse vibe, according to Pinterest’s report, “resonates with those seeking the charm of rural living, incorporating a balance of natural elements like brick, wood and vintage finds to create a garden-esque escape.”
Not limited to Gen Z, the report noted as well a rise in searches for the “Martha Stewart aesthetic,” which covers everything from harvest recipes and urban farming to sustainable cooking and flower gardens.
