Don’t Forget Color
The diamond industry is going through a restructuring that is creating a surplus of diamonds in the marketplace. Normally this would mean lower prices, but those in the diamond chain are refusing to cut prices at this point.
In addition, there are changes in consumer behavior when it comes to jewelry purchases. First, women are no longer waiting for a man to buy their jewelry for them. They are earning their own money and buying their own jewelry. This has led to a greater emphasis on jewelry that expresses a woman’s individuality. eCommerce is also affecting the jewelry industry. It’s not only changing the way people buy jewelry, but it’s changing attitudes towards fine jewelry as well. This is particularly the case with the newest generation of consumers; “millennials,” whose buying decisions are shaped by digital and social media and the ability to buy online immediately. Finally, and most importantly, the explosion in the use of technology to design and create jewelry, including CAD/CAM and 3D printing, has had a tremendous impact on the jewelry trade.
With the troubles of the diamond industry, the changes in attitude toward jewelry and the technological advances in making and selling jewels, it appears that it is now the perfect time to use colored gems.
Color is a way to distinguish one’s product and even one’s brand. There is an endless variety in the way that colored gems can be used in design. The same goes for consumers. The choice of certain gems and colors relates to how a woman chooses to express herself.
The learning curve with colored gems is more difficult. With more diversity comes decision making. The variety of tourmalines alone is vast. Gems are mined all over the world and are valued differently. The structure of each gem is also different and complex so working with each stone may require different techniques. Then there’s the treatment of gems (heat and otherwise) and what’s accepted for each gem and what constitutes fraudulent practices.
But with the extra work comes the rewards. While rubies, emeralds and sapphires command high prices, there are many other beautiful gems that are far less expensive and provide value. Convincing people to take in the beauty of a less familiar gem at a lower price should be a strong selling proposition.
Finally, as individuality and personal expression are becoming more important, the practice of buying traditional diamond jewelry is losing its appeal.
With the world of jewelry changing so quickly it seems that now is the time for colored gems to shine.
Filigree Pendant With Three Colored Gemstones
Heart Engagment Ring with Green Opal Halo
Mixed Tourmaline Gemstone Earrings
