FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
Events & AwardsFeb 08, 2016
From AGTA GemFair: How to Sell Color
In an education session held Friday, AGTA CEO Doug Hucker told jewelers how they can talk about colored stones in a way that will make consumers comfortable with buying them.
Tucson, Ariz.--Since colored stones present a opportunity for growth in sales and profits, it’s important for jewelers to have a plan for selling color, AGTA CEO Doug Hucker said Friday during an education seminar at GemFair in Tucson.
Selling color is different from selling diamonds, which have a very specific set of values--the four Cs--that help validate their price, he said. Colored stones tend to be a bit more emotional and personal for a customer and also is an area where consumers have gained knowledge in recent years.
“Color in itself is something that’s driving our business, but that’s not just about gemstones,” he said, noting that consumer products in general are all about color and fashion magazines also are giving consumers color clues.
And when it comes to actually purchasing gemstone jewelry, “Consumers will buy from a person that can answer their questions most effectively,” he said.
In his session, Hucker separated the big three--emeralds, sapphires and rubies--from the rest of the colored stones on the market, as those three need to be approached in a different manner. They are classic stones that are held in a high respect, have their place in history and, therefore, have a very different pricing structure.
Because they will cost more than other stones of the same colors--for example, consider the price difference between blue sapphire, tanzanite and iolite--retailers likely will have to explain why the prices are higher.
Hucker suggested doing so by using the same four Cs that are used to sell diamonds. This will make consumers more confident in their purchasing decision because they are familiar with that system.
Clarity will help clarify if it’s a natural stone, Hucker said. Cut will take into account a consumer’s style preference and carat weight will help to explain the price, making the consumer comfortable with what they are paying and also helping them to understand the pricing structure.
But, the most important C for the big three is color. This is the overall determinate, Hucker said. Any overtones or modifying colors will affect the price, as will the color’s purity and saturation.
Outside of the big three, it really just comes down to what the client likes.
When consumers might know less about the gemstones, it is important for the retailer to help them understand what’s available and to generate the excitement that will create a connection and lead them to buy.
Hucker suggests having a 15- to 20-second
story about each stone for customers to understand and feel more comfortable with them. This shouldn’t just be just a story full of facts though; it should use emotion and exciting words to pique their interest.
This also, of course, means that retailers need to make sure that education is a part of their plan.
If a store employee can’t comfortably talk about a colored gemstone, then the consumer won’t feel comfortable buying it, Hucker said.
This also, of course, means that retailers need to make sure that education is a part of their plan.
If a store employee can’t comfortably talk about a colored gemstone, then the consumer won’t feel comfortable buying it, Hucker said.
More on Events & Awards
The Latest
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
