Color is everywhere in fashion this summer: from bold color blocking to bright floral prints. Your customers are going to desire jewelry that will pair well with their fun summer fashion. Prepare your staff on the basics of colored gemstone sales using JA's "Colored Gemstone" sales articles in the Educational Resource Library. The contain useful information, like this excerpt from "Selling Colored Gemstone Jewelry":

EXPLAINING COLOR
In almost every gemstone variety, color is the value factor that has the strongest impact on price. Here are some general guidelines to follow when discussing color with jewelry customers:

Darker doesn't usually mean better.
Many people are under the impression that the darker the color, the more valuable the gem. This is not necessarily true. If a gem is too dark its value actually decreases, because the true color is hidden. For example, there are lots of blue sapphires on the market that look more black than blue.

The most valuable gemstone colors are pure and vivid with a medium to medium-dark tone. The value of a gemstone will usually begin to decrease as the color moves toward a very light or very dark shade. Value will also drop in many gem varieties as the color moves from pure hue (red, blue, green, etc.) to something in between (such as orangey-red or yellowish-green).   (Members Only)