Making the decision to use gemstones in your jewellery is a pretty easy one. There are plenty of suppliers out there offering all sorts of gemstones in all categories of quality and price (just please make sure they are genuine – see accompanying article 'That Certain Sparkle').



Customers love the sparkle and colour of gemstones. What they also love, surprisingly, is finding out all they can about the properties associated with these little sparklers. In fact, many customers will decide which piece to buy based on what the gemstone can give in terms of physical and psychic properties. Having this information easily accessible is becoming as important as simply knowing the names of the stones.

Interest in the psychic and reputed health benefits of gemstones used to be the domain of new age customers. The advice always was: “if you put up the psychic properties, the hippies will love it.”  Recently, a retired minister from Texas asked me about the psychic properties of a piece, so I think wanting that information is no longer the exclusive domain of the counter culture.  This fact has resulted in my going nowhere without my notes regarding the legends, myths and health & psychic benefits of gemstones.

If you have a transactional website, try to include this information in your descriptions. I’ve discovered that there is a bit of geologist/gemologist/crystal lover in all of us. Having the information available is becoming more and more crucial to gaining sales. Additionally, not everyone knows their birthstone. Have that information available as well.

Regarding birthstones, here is another little tip that may help boost sales of your gemstone pieces. Beyond the traditional birthstones we all know (January - garnet, February - amethyst, etc.), there are other stones associated with each month. Having this information can be incredibly helpful. Many people have voiced their displeasure over their birthstones, but, by offering alternatives, you may very well turn a look into a sale. Have this information available on both your table and your site along with your other gemstone literature.  

Many gemstones come in myriad colours. Try to offer as many variations as possible. Garnet is no longer limited to the muddy brown-red we all are accustomed to. Rhodalite garnet has a lovely merlot colour, while grossular garnet is a muted pale green and spessartine garnet is a rich golden brown/yellow. Amethysts come in several colours beyond the traditional purple. You can find beautiful and highly sought after examples of amethyst in lilac, pink and green. Fluorite can be green, purple, blue or yellow. Moonstone can be the traditional white with flashes of colour or a dove grey with an inner glow. Opals come in many variations – fire opals of white and orange, black opal, pink opal. Tourmaline comes in a rainbow of colours - from black to palest (and rare) blue. Quartz comes in colours almost too numerous to mention. Even the precious gemstone sapphire can be yellow, pink or green along with the traditional blue.

When it comes to gemstones, having a variety on offer and information to impart about the stones is important to the selling process. Let your customers know that your interest is sharp and your knowledge deep and they will be more likely to purchase from you.

Martha Mawson
Ailleas Designs

Birthstones of the Traditional and Celtic Calendars

Gemstone Properties



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