SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
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
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
