Creative Connecting: How to Sell Colored Gemstones to Gen Z

Sales of colored gemstone jewelry are on the rise, up 18 percent over 2025, according to The Edge Retail Academy, generating great opportunities for fine jewelry retailers.

Selling color to Gen Z, however, might require some out-of-the-box thinking, including creative communication and clear understanding of their priorities.

We spoke to three Gen Z experts to get their perspective and best tips for selling colored gemstone jewelry to this pragmatic, digital-first generation.

Focus on Individuality
According to Audrey Willis, operating partner of Willis Fine Jewelry in Rockwall, Texas, “Gen Z customers want something that is uniquely theirs and specific to their personality, and they aren’t connecting with diamond pieces like generations that preceded them.”

Colored gemstones help her Gen Z customers differentiate themselves from others. Because Mother Nature never creates two gemstones exactly alike, the color category offers many ways for jewelry lovers to express their individuality.

Julia Chafé, jewelry designer and content creator, agreed with Willis. 

“Gen Z wants to be different from one another,” she said. “There’s a community of people rejecting white gemstones (like diamonds) because they don’t want their pieces to be misconstrued as lab grown.”

When presenting gemstone jewelry, remember to speak to the individuality of the gem, its saturation or intensity of color, its specific cut or shape, and any natural inclusions or lack thereof. 

Willis said, “When you’re working with a Gen Z client, don’t talk about clarity or carat; rather, lead with [questions like], ‘What color speaks to you?’”  

Help the customer understand how the gem they are buying will help them stand out from the crowd.

 
Connect to Personal Values
Keep in mind that Gen Z is known for making purchase decisions that align with their personal values.

“When it comes to connection, my goal is always to connect the stone to the customer because Gen Z’s personal jewelry pieces are a direct reflection of their energy, vibe, and personality,” Willis said.

History and folklore are full of stories about the special meaning and powers associated with certain gemstones since ancient times.

Talk about the tranquility long associated with aquamarine or the royalty of amethyst throughout history as part of your presentation when the customer is trying on the piece in the store or is shopping your social media feeds.

This generation also prioritizes transparency and may ask questions about sourcing of the stones.

Sharing your gemstone supply chain is one way to connect your store or brand with their personal values, and honesty is always the best policy.

According to Brady Collins, director of operations at Kimberly Collins Gems: “If you cannot trace a stone to a specific mine, say that. Then, tell them what you do know—the region, who cut it, why it looks the way it does.

“An honest [answer] beats a claim you cannot back up. Gen Z customers can smell the difference.”

Offer a Broad Spectrum of Gems
Many retailers offer the classic precious gemstones—rubies, emeralds, and sapphires—but the experts we spoke to suggested offering a broader spectrum of gemstones for the younger generation. 

Chafé pointed out that Gen Z is “eager to learn about new stones.”

“They are not confined to sapphires, rubies, and emeralds as their colored stones of choice.”

Collins concurred. 

“Don’t skip the accessible stuff chasing the ‘Big Three.’ Consider offering spinel, garnet, tourmaline … Put real color in a 26-year-old’s hand at a price they can actually say yes to. A sale at $1,200 beats a compliment on a stone they cannot afford.”

Collins, who is personally a gemstone expert and lover of rare gems, suggested offering unusual gems because they give Gen Z a great story to tell.

“Paraiba, padparadscha, alexandrite, parti sapphires … these come out of the case for a reason—they change, they glow, or they are rare enough to be a story.

“If a stone gives somebody something to explain to a friend, you don’t have to sell it; it sells itself.”

Collins also advised merchandising in color stories, not by variety of stone.

“A case laid out by stone type is laid out for the jeweler,” he said. “A case laid out by color is laid out for the customer, and that’s the one that stops young people walking by.”

Embrace Originality and Unique Designs
Given Gen Z’s focus on individuality, be sure to offer unique designs in color. 

Colored gemstones often inspire jewelry designers to create distinctive styles, so the market is full of beautiful designs beyond stud earrings or basic pendants.  

Chafé pointed out that, “Gen Z loves mixed shapes, mixed colors, anything that feels different.”

Collins explained the rationale this way. 

“Color isn’t a trend with this generation; it’s the baseline. They were never told that a diamond was the only serious stone, so they don’t walk into the store carrying that bias,” he said.  

“And nobody this age wants a matched set. They prefer mismatched earrings, stacked bands, colors that traditionally had no business next to each other. They’re building something that looks like them, not something that matches. Let them.”

Consider offering custom designs options in color as well. 

As an example, Willis recently worked with a Gen-Z bridal couple, a composer and a musician. 

The store facilitated the creation of a custom ring for the proposal featuring a Montana sapphire center with natural chocolate diamond side stones, a truly distinctive ring that is as unique as their relationship.

Emphasize Education
Access to information online has created a culture of highly informed shoppers. Education is critical, not only for the sales staff but also as part of the selling experience. 

According to Chafé, “These shoppers love educational content and learning about what they’re buying.” 

Use your website and social media channels to convey information, answer questions, and offer guidance to help them with purchase selection. 

When clients are in the store, share as much knowledge as you can to build trust and position yourself as the expert.

Here again, Collins advised transparency. 

“Be honest because they will fact-check you on their phone before they’re out the door. And remember that they show up educated. From a Pinterest rabbit hole to a dozen questions asked to AI, they walk into your store wanting something specific: a Brazilian Paraiba or a mandarin garnet. 

“Ten years ago, most salespeople in this country couldn’t have told you what padparadscha sapphire was. Now the mid-20s buyer already knows, and they’re asking if your stones are from Sri Lanka, Madagascar, or Vietnam. If they know more about gemstones than your staff, the sale was over before the customer got to the case.”

Make it Fun
Gen Z also enjoys the hunt.

If you make the shopping experience fun and memorable, this loyal generation will refer their friends to you and come back for future fun shopping experiences.

The gemstone category is a particularly relevant place for a lively, educational, and exploratory presentation.

“Colored gemstones convey connection, personality and individuality,” Willis said. “The seriousness around fine jewelry is melting away. Gen Z wants to have fun with their pieces and use them as a form of self-expression.”

The variety of hues, shapes, and qualities of stones creates an enjoyable voyage of discovery for your gemstone shoppers. Be sure to show off your more exotic or fiery stones.

“Small and vivid beats big and sleepy every single time,” Collins said. “My Gen Z clients would take 2 carats of electric over 5 carats of boring, and honestly, so would I.”

Final Thoughts
Here is how each Gen Z expert replied when asked for their final takeaways.  

Willis: “Stop leading with ‘investment value’ for this demographic and emphasize joy, meaning, and unique characteristics of the gemstone.”

Chafé: “Storytelling doesn’t need to feel stuffy to sell high-end jewels.”

Collins: “You don’t have to understand why a 25 year old wants a bi-color sapphire. You just need to have one when she asks.”