CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
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
Editors' Picks
Sponsored by
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
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
