Editor’s Note
This article explores the growing consumer demand for personalised jewellery, highlighting how unique gemstones like emeralds, rubies, and sapphires are enabling greater self-expression.
Today’s consumers are searching for jewellery that is personalised, unique, and meaningful and they’re finding it with exceptional emeralds, radiant rubies, and spectacular sapphires.
We all want something no one else has – it’s human nature. With younger consumers increasingly prioritising individuality and personalisation when purchasing jewellery products, it should be no surprise that colour gemstone jewellery sits firmly in the spotlight.
Humans have always desired unique possessions. From an evolutionary perspective, rare and scarce resources mean power and a survival advantage. From a social vantage point, exclusivity reaffirms identity and meets the deep-seated desire to stand out in a crowded world.
Proudly owning a piece of jewellery that no one has, or at least is uncommon and unique, ticks all the right boxes. Younger consumers are finding what they’re searching for in the increasing variety of colour gemstone jewellery available today.
Diamonds hold a powerful position in jewellery as universally recognised symbols of enduring love and commitment, cemented by iconic marketing campaigns.
With that said, as industry analyst Edahn Golan recently explained in an interview with the Wall Street Journal, “Today’s millennials did not grow up with strong diamond marketing. The industry is now paying the price.”
“Diamonds are a girl’s best friend—or at least, they used to be. Today, hopeful fiancés are pinning on being proposed to with a tourmaline, an emerald, or a sapphire instead,” writes Orianna Rosa Royle for CNBC.“Despite Gen Zers and Millennials claiming to be the most conscientious generations yet, none of the jewellers CNBC spoke to mentioned climate change as a factor behind their shifting preference from clear diamonds to colourful gemstones.
“Instead, they cited a movement towards individuality and a more personalised approach, with birthstones becoming an increasingly popular choice to propose.”
A recent report from Harper’s Bazaar explained that Millennials prioritise housing, travel, and other experience-related expenses over traditional engagement rings.
With that in mind, these young newlyweds are turning to affordable colour gemstone jewellery.
Australian jewellery industry veteran Terry Coldham once explained to Jeweller that while beauty, rarity, and durability are typically described as the key purchasing motivations for colour gemstones, significant change has been identified in recent years.
The perception of the ‘story’ behind the gemstone and what it means to the consumer on a personal level has become critical. This sentiment was reflected in a recent interview with jeweller Rachel Boston.
“Coloured stones give people space to tell their own story. They can offer our couples a personal and expressive alternative to traditional diamonds.”
Indeed, it’s remarkable to consider the various ways colour gemstones can be used to memorialise key moments and milestones.
Significant points in time can be highlighted with birthstones and anniversary stones, and it’s not uncommon for astrological associations to be represented with specific gemstones.
Chrysolite is linked to Libra, symbolising beauty, balance, and harmony. Beryl is associated with Scorpio, which represents passion, transformation, and intuition. Citrine is a popular choice for Sagittarius, symbolising optimism, enthusiasm, and luck.
Many colour gemstones have cultural and religious significance. While opinions may vary considerably, many attribute specific beliefs and sentiments to certain colour gemstones.
It doesn’t have to be spiritual – these gemstones represent idealised traits for some people. Sapphires are said to represent nobility, sincerity, truth, faithfulness, and royalty.
Rubies represent a variety of powerful concepts, including love, passion, courage, and protection. Emeralds symbolise many positive attributes, including love, growth, renewal, wisdom, healing, and wealth.
