The $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
5 Things That Were Hot in Tucson
Senior Editor Brecken Branstrator talks about the stones and colors most prominent at the gem shows.

The annual Tucson gem shows in February are a blessing for a number of reasons.
The first is that it gives all of us in much colder climates the opportunity to head out West to the warm (at least during the daytime) desert and get some Vitamin C.
It’s also a fabulous time to catch up with industry friends and be able to totally geek out over gems with the exact crowd that appreciates the enthusiasm.
This year, with the entire National Jeweler team finally making the trek to Tucson with me, I walked the many show floors and talked to many exhibitors at AGTA’s GemFair, the GJX show and then had some of my own fun out in the tents and hotel shows.
Overall, the buying activity seemed to be decent and everyone, at the very least, was more than happy to be back in the desert and seemed optimistic about the direction in which the gem market is heading.
Here’s a round-up of some of the trends prevalent out West, both from my own observations and from the feedback I got after talking to a number of exhibitors.
1. Sapphires. This one didn’t surprise me, as it’s been a consistent topic in the gemstone market for a while now, but I always feel the need to include it since sapphires are doing so well right now.
Not only did I see sapphires everywhere in Tucson, but for so many of the exhibitors that I talked to both during the shows and afterward, this was one of the first answers they gave me when I asked what was selling.
And not just blue, which has stayed hot as it leverages the colored bridal trends and blue stones ride a popularity wave right now, but the fancy-colored sapphires and the warm options they bring as well.
2. Pastels. Consumers are craving them, designers are putting them in many of their designs and dealers are happy to provide them; pastel-colored gems are definitely having a moment.
My first point about sapphires has a lot to do with this trend, as people have told me time and again that the peachy and pink fancy-colored sapphires have helped keep interest in the classic stones, and the conversation around this color set continued in the desert.
Also doing well right now are aquamarine, amethyst, morganite and the blush shades of garnet, all
3. Spinel. This gemstone seems to have taken its new status as an August birthstone and run with it.
It seemed like spinels were everywhere in Tucson, and they weren’t just being displayed by many exhibitors but also purchased by many attendees.
Reds and pinks might be among the most sought-after, but the uptick in demand for the stone has trickled through to its other colors, like lilac, gray and steely blue.
One exhibitor in a post-Tucson conversation told me that demand was high for all of the gem’s colors she offered at GemFair--red, coral, light pink and the gray/platinum hues.
4. Rubies, especially from Mozambique. While Burmese rubies may have stolen the spotlight in the fall as the news broke that they could be imported again, it was their African counterparts that brought so much of the love for the red corundum to Tucson.
There were so many fine Mozambican rubies at the shows, which is fitting since it seems to be the direction in which that market is really heading.
I had one exhibitor tell me that their fine Mozambique material garnered a lot of attention, with their Burmese ruby-like characteristics and coloring and their much more affordable pricing.
He added that the company, and several other dealers he has talked to, believe that interest in this particular stone will continue to grow as consumers realize just how great the material is.
Another dealer said that more and more people have been asking him directly for their Mozambican goods, which hadn’t been the norm for them in the United States as, he said, origin tends to matter less to the buyers here than in Asian markets.
Interestingly, he told me that be believes the increased awareness is due in large part to the marketing efforts done by Gemfields to promote their rubies.
5. Special stones. Tucson is always great for a hands-on learning experience, but this year there seemed to be even more interesting and rare stones than I remember in years past.
I was introduced to sphene a few times and had a long conversation with a dealer about trapiche gems--and not just of the emerald variety--and where he thought that market was going for these stones (more to come on that topic in a blog post next month).
Another dealer told me that while he did sell a lot of emeralds and sapphires, he noticed that people were getting to be a bit more adventurous with their buying during this year’s Tucson shows.
Special stones also includes stones with quality and interesting cuts, because that was a prediction from many dealers before the show and it certainly seemed to hold true.
The Latest

With gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.

Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.

With the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.

In a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.


In a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.

The “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

The jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.

This is what the nine recipients plan to do with the funds.

The Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.

The discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.

The jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.

A matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.

Sponsored by A Diamond Is Forever

The next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.

It was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.

Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.

While the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.

Jack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.

Reena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.

The price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.

Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.

The 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.

From Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.

The partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.

The owners of Staats Jewelers are heading into retirement.
























