Gemstones & Pearls:News
The future of colored gemstones looks bright and profitable for retailers
well into the next millennium
Experts say gemstone jewelry will flourish in tandem with the dawn of
the 21st century as customers continue to discover gemstones' beauty and
jewelers tap into their salability.
Steady supplies and the increased attention of major mining companies
to colored gems as a revenue source will contribute to this growth. This
raises expectations for a gemstone revival not seen since the great jewelry
houses focused on color early in this century.
Here's a quick look at how technology, artistry and uniqueness are making
colored gems an ideal product for independent jewelers. Then turn the page
for a look into the future by some of the industry's top color experts.
Advances in computer technology provide excellently faceted gems on scales
that can stock large markets, so colored gems are more available to more
jewelers than ever.
Technology also enables computer communication and new forms of marketing
to take messages directly to consumers, sparking and increasing their interest
in colored gems.
This century has placed great value on the artistry of gem cutting. The
resulting innovation feeds jewelry designers and manufacturers, whose talents
are combined with those of the cutter. You benefit from this creative revolution
as your customers fall in love with well-cut gems in well-designed jewelry.
Why, then, are so many retailers still timid about colored gems?
Lack of knowledge about colored gems and fear of unstable treatments are
major concerns for jewelers. But you'll find courses, seminars (see "Higher
Education" on page 44 ) and articles in trade magazines that teach
what you need to know to quell your fears.
Your reward: a jewelry category filled with romance that you can pass
on to consumers, a story to tell about the rarity of gems mined across the
U.S. and around the world, and a product with good margins because its uniqueness
makes price-shopping harder than for many other jewelry store categories.
Invest in the Future
By making color significant in your store's product mix, say gem connoisseurs,
you are investing in the future.
You'll find dozens of gemstones with which you can pepper your store's
jewelry inventory. All of them can become profit centers, and you don't
even have to wait for the turn of the century.
by Robert Weldon, G.G.
Copyright © 1999 by Bond Communications.