Color Rush

Color gemstones have captured the consumer’s imagination and are more popular than ever. Some varieties have had an estimated value increase of over 1000% in the past decade! In an imaginative and creative conversation between a fictitious jewelry retailer and a gemstone miner, Sushil Choksey and Jaimeen Shah take the listener through the color gemstone category’s steady growth, industry help and support for transparency and information, the consumer mindset when buying color gems and how to make showcases in this category stand out. Sushil Choksey and Jaimeen Shah hold key positions with Sandeep Diamond Corporation, founded in 1986 with expertise in diamond bridal products, diamond fashion, natural gemstones (semi-precious, precious and exotic) and lab-created diamonds.