CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsJun 07, 2017
4 Takeaways from a Colorful Update in Vegas
Senior Editor Brecken Branstrator highlights a few points she took away from a presentation by the AGTA’s Doug Hucker at JCK Las Vegas.
According to a new MVI Marketing study of more than 1,000 American females, when visiting a jewelry store many of them think that the stores doesn’t offer enough color.
This means there’s a big opportunity for retailers to appeal to the consumers through colored gemstones.
Jumping on any chance to learn more about colored stones, I went to American Gem Trade Association CEO Doug Hucker’s education session at the JCK Las Vegas show.
Here are just a few ideas for retailers and updates on the gemstone market from the session that I thought were worth sharing.
1. Be conscious of how you’re adapting fashion and color trends to your store.
Read the consumer magazines as well as (obviously) trade. “Those magazines are talking about what your customer is doing with all the rest of her clothing and fashion, and you better have the ability to mix and match and work with those fashion choices,” Hucker said.
For example, with the color of the year, Greenery, there are a number of gems jewelers can stock to leverage that trend, from peridot and tourmaline to green garnet.
This doesn’t mean you have to buy in to the color 100 percent, but with these trends, consider not only how you can adapt them with gems, but also how you can offer a wide range of prices with those gems.
“When you think about those palettes of color that you see in Pantone, and you start saying, ‘That, to me, looks like pink coral or that looks like this,’ also be thinking, ‘What’s the top end of that color range for price, and what’s low end of color range for price?’”
2. Keep with the classics.
Consumers still want ruby, they still want sapphires, and they still want emeralds.
Along those same lines, though, the popularity of these stones has created an overall desire for their predominant colors, which means consumers might be open to similarly colored alternatives. There could be an opportunity to offer them exciting new stones.
“What is really changing today is that a woman doesn’t really want a ruby; she wants red. And she doesn’t want sapphire, she wants blue,” Hucker said.
3. Here’s what’s going on with the sourcing of the “big three.”
These days, most rubies are coming from Mozambique and Tanzania. Burma and Madagascar also are producing, but in smaller amounts.
Burmese rubies are special because they have a
higher concentration of chromium than anywhere else, and when chromium is combined with certain elements, it becomes fire-engine red, and chromium also fluoresces to sunlight.
Mozambique and Madagascar stones might not be quite as fire-engine red, and may have less of a pink suggestion, while Burmese and Ceylon rubies have a pinkish look.
All of this is to say that it’s important for retailers to understand what makes each gem special, Hucker said, and to be able to share information like this and tell the stories behind particular stones.
“The one thing that will make a customer buy a gem from you, rather than from him, is because when they ask you questions they get answers that they feel comfortable with,” he said.
Sapphire is still the most important gemstone going, Hucker said.
It has elegance, history and cache. Unlike ruby, where price goes up exponentially as the gem increases in size, prices of sapphires don’t increase so rapidly because it’s more common for them to be found in slightly larger sizes.
There has been a development on the sourcing of sapphires. A year and a half ago, there was a rush on an area in Madagascar where logging was taking place and the gems were then uncovered. It’s producing incredible material and the market is seeing larger sizes come from the country, even up to 50 carats, according to Hucker.
There’s not yet a lot of commercial-quality small goods coming from there, but they might enter the market soon.
For emeralds, meanwhile, the major source is Zambia, though Colombia still is a major producer and continues to be the most renowned.
The newest player is Ethiopia, though Hucker said he doesn’t think it’s going to impact the market considerably since other sources--especially Zambia and Colombia--are still so significant. They can be rather heavily included, and so could also be heavily treated, he added.
4. The market for fine quality is still good.
Despite a decline in the Chinese dollar and decreased spending, fine stones, especially when it comes to the big three, still are rare and command top dollar.
To appeal to the millennials, though, it’s important to provide then “inexpensive fun stuff,” Hucker said.
“Inexpensive comes with semi-precious gemstones, and fun comes with out of the ordinary.”
Don’t forget: This generation wants interesting products and products with story, which gemstones have in spades. Find the stones that competitors don’t have and get them in front of this generation of buyers.
Mozambique and Madagascar stones might not be quite as fire-engine red, and may have less of a pink suggestion, while Burmese and Ceylon rubies have a pinkish look.
All of this is to say that it’s important for retailers to understand what makes each gem special, Hucker said, and to be able to share information like this and tell the stories behind particular stones.
“The one thing that will make a customer buy a gem from you, rather than from him, is because when they ask you questions they get answers that they feel comfortable with,” he said.
Sapphire is still the most important gemstone going, Hucker said.
It has elegance, history and cache. Unlike ruby, where price goes up exponentially as the gem increases in size, prices of sapphires don’t increase so rapidly because it’s more common for them to be found in slightly larger sizes.
There has been a development on the sourcing of sapphires. A year and a half ago, there was a rush on an area in Madagascar where logging was taking place and the gems were then uncovered. It’s producing incredible material and the market is seeing larger sizes come from the country, even up to 50 carats, according to Hucker.
There’s not yet a lot of commercial-quality small goods coming from there, but they might enter the market soon.
For emeralds, meanwhile, the major source is Zambia, though Colombia still is a major producer and continues to be the most renowned.
The newest player is Ethiopia, though Hucker said he doesn’t think it’s going to impact the market considerably since other sources--especially Zambia and Colombia--are still so significant. They can be rather heavily included, and so could also be heavily treated, he added.
4. The market for fine quality is still good.
Despite a decline in the Chinese dollar and decreased spending, fine stones, especially when it comes to the big three, still are rare and command top dollar.
To appeal to the millennials, though, it’s important to provide then “inexpensive fun stuff,” Hucker said.
“Inexpensive comes with semi-precious gemstones, and fun comes with out of the ordinary.”
Don’t forget: This generation wants interesting products and products with story, which gemstones have in spades. Find the stones that competitors don’t have and get them in front of this generation of buyers.
More on Editors
The Latest
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
