MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingDec 01, 2016
Gemfields Commissions Study on US Colored Stone Market
It is trying to get a better sense of U.S. consumers’ buying habits and attitudes toward jewelry set with rubies, sapphires and emeralds.
A recent survey on ruby, sapphire and emerald jewelry purchases found that U.S. consumers care more about the stone’s color than carat weight and generally spend about $1,400 on pieces set with these stones.
London--Gemfields just released the results of a study it commissioned in the United States on consumers’ buying habits and attitudes toward jewelry set with rubies, sapphires and emeralds.
Conducted by a third party company, the study was designed to gauge the overall size and potential of the market and to better understand consumers’ beliefs and perceptions about the value, price and use of “precious” gemstone jewelry, meaning jewelry set with sapphires, rubies or emeralds.
The study surveyed a nationally representative sample of about 12,900 consumers between the ages of 21 and 64.
Of those, the survey found that about 31 percent had acquired jewelry featuring a ruby, emerald or sapphire within the past 24 months. That figure jumps to 41 percent for millennials, who also are almost twice as likely to use social media and mobile devices to research jewelry as non-millennials.
Precious colored gemstone jewelry also gets worn a lot, the study found.
Forty-three percent of women who own the gemstones wear their rubies, emeralds or sapphires every day, while 24 percent said they wear them at least once a week. Only 7 percent indicated that they only wear them on special occasions.
The study also found that 38 percent of U.S. consumers who purchased or acquired ruby, emerald or sapphire jewelry in the past two years actually got two pieces.
A total of 15 percent gained three pieces, and 10 percent acquired four or more pieces.
When it came to the most important attributes of a stone leading to purchase, color and clarity were tops--even more important than carat weight--while the stone’s country of origin was a significantly less influential factor.
The average price paid for a piece of jewelry with precious colored stones is $1,386, the study found.
When it’s a man making the purchase, that increases to $2,048, and for those who identify as affluent (household income of more than $100,000), it is $2,499.
In addition, half of U.S. consumers who have purchased in the last two years, and two-thirds of affluent consumers, indicated they are likely to buy another piece of ruby, sapphire or emerald jewelry within the next year.
More on Sourcing
The Latest
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
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.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
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.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
