The Color Advantage

Increasingly, consumers today are looking for individualization and personalization. And while both diamonds and colored gemstones each serve various customer preferences, colored gemstones give the retailer an opportunity to expand conversations past simply the diamond category and into areas that allow jewelry to become an extension of a customer’s personality.  Adam Bassalali of Lali Jewels points out how colored gemstones allow a customer to express their unique identity and preferences, even in the same piece! Additionally, he speaks about the emotional connection that consumers feel toward certain gems, as well as the symbolism that they provide, showcasing engaging story-telling tools at retail. He illustrates how colored gemstones allow retailers to diversify, expand assortment, add value and tell richer, deeper stories that create relevance with customers.