March 2004 Gemstones/New Products Men in Color Cuff links and rings lead the way “This is a viable category of jewelry,” says David Hoenig, president of Lindsay & Co., New York City. “For every man who comes into a jewelry store to buy a piece of jewelry for a woman, there’s a woman who will buy a piece of jewelry for her man.” The most popular styles featuring colored gems are cuff links, signet rings, shirt studs, tie tacs and bracelets – usually in yellow or white gold or sterling silver with blue sapphire, rubies, opal, black onyx, mother-of-pearl or black pearls. Green gems such as peridot and tourmaline are more fashion-forward choices. Small diamond accents often add a touch of style for men who don’t want to be too flamboyant. Cuff links, shirt studs and tie wear are decorative and show taste and status, but men also buy them because they’re functional. “Yellow gold is 75% to 80% of our business, and cuff links alone represent 90% of our sales,” says Hoenig. – by Lorraine M. O’Donnell, A.J.P. Cuff links feature princess-cut rubies or sapphires with round diamonds. Matching studs are available. Lindsay & Co., New York City; (800) 321-9711. 14k gold ring has opal inlay and 0.14 carat of diamonds. Suggested retail, $1,667. Idaho Opal & Gem Corp., Pocatello, ID; (800) 635-9800 or (208) 233-4059, fax (208) 233-0120. 18k gold ring features an emerald-cut green tourmaline and a high polish. Suggested retail, $2,600. JFA Designs, Irvine, CA; (949) 263-9909, fax (949) 263-9910. A 6.50-ct. emerald-cut peridot tops the 14k gold ring at left ($425 suggested retail). The 14k ring at right holds a 10.45-ct. buff-top blue topaz ($625). Nancy B & Co., Culver City, CA; (800) 421-0464, fax (310) 836-2409. Sterling silver cuff links, money clip and key loop are designed with black onyx and mother-of-pearl mosaic stones. Keystone, $90-$106. B.A. Ballou, East Providence, RI; (800) 755-7099.