It was probably because it sparkled.
So I found this soft, new skein of Red Heart Shimmer yarn, all nice in a lovely tomato red (I'm thinking Christmas). It has just a tad of bling to it from all those little spots of embedded "shimmer."
I've started a hat with it, alternating two rows of double-crochet with one row of slip-stitch. I'm liking the effect I see. I also like how soft this hat is going to be too. I'm hopeful that I may end up with enough left-over yarn to make a small neck scarf to match, but that remains to be seen.
