MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online StorefrontPlus, parent company Saks Global announces plans to cut ties with up to 600 vendors.
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
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not DeadPeter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque NecklaceThe necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
Weekly QuizMay 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’sA private American collector purchased the 10-carat fancy vivid blue diamond.
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for SummerThe designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With DisabilitiesAround 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course UpdatesThe nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.
MajorsMay 13, 2025
BIJC Launches New Education FundBIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past DecadeAs a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in ZambiaThe miner announced plans to recommence open-pit mining at Kagem.
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
