3 Ways to Capitalize on America’s Newfound Love of Colored Gems

Those who look to the jewelry world’s editorial and social media landscape as indicators of trends may recognize that both have gotten a lot more colorful. Colored gemstones have been a niche fan favorite in the U.S.’s longstanding diamond-loving landscape, but their prominence, influence, and reach are now snowballing. 

Recent changes in the diamond market have made many shoppers aware of more colorful options—Big Three and beyond—for their jewelry. Research from the most recent Jewelry & Engagement Study from The Knot reveal that gemstones are growing in popularity as center stone choices. Plus, anecdotal research from industry sources over the past year confirm this growing momentum for color. To learn how you can capitalize on this burgeoning love of colored gemstones, heed this trio of tips.

Suggest Color in Engagement Rings. If you’ve been reticent to suggest anything but a diamond in an engagement ring, this is your sign to do an about-face now in sales—suggest color! Die-hard fans and proponents of colored gems have been a small but vocal segment, lobbying for years for a higher profile for the colored gemstone category. It’s taken some recent instability in the diamond market to fuel the popularity of colored gemstones in engagement rings, but it’s an idea whose time has finally arrived. Dealers reveal that Montana-origin and teal-color sapphires are among the most desirable alternatives to diamonds as center stones, followed by a literal rainbow of other pretty gems—from ruby to emerald to spinel and rare tourmalines.

Promote Color on Social Media. Jewelry experts and influencers alike have weighed in with many a post promoting colored stones, and the likes are multiplying. Color excites, fascinates, is deeply personal, and is a powerful driver of emotions that captivates viewers on social media. Colored gemstones are often compared to candy with good reason—their colors are joyful, playful, and look good enough to nosh on! This appeal is instant and perhaps the best sales tool because the images do the talking and market themselves. No need for hard sales tactics when it comes to color.

Source Color at the 2025 AGTA GemFair Tucson Show. If you’re ready to take the plunge into the deep and varied pool of colored gemstones, your timing couldn’t be better. Industry is on the eve of the most important colored gemstone show in the world—the 2025 AGTA GemFair Tucson, taking place at the Tucson Convention Center Feb. 3–9, 2025. This year marks the 43rd fair organized by the American Gem Trade Association or AGTA, the jewelry industry’s premier sourcing event where hundreds of gem dealers, designers, and other AGTA members exhibit and display the highest quality loose gemstones and finished jewelry. These goods are sourced and manufactured by firms that adhere to the most stringent Code of Ethics of any industry organization, where every gem is sourced by way of transparent and ethical business practices and every person in the pipeline has been vetted and fairly compensated.

Never been to the AGTA GemFair Tucson? Then this is the year you should not miss! Colored gemstones are taking market share away from diamonds and you need to have a stock of loose gems to offer shoppers in the market for colorful engagement ring options. AGTA GemFair Tucson is the best place to source any cut, size, and color of gem, with the peace of mind provided by suppliers who uphold AGTA’s rigorous standards for transparency and ethics.