Shanu Singh Guliani

"Semi-Precious"
January 28, 2007

I was reading some resumes for employment at our new store and I happened to come across the word “semi-precious” several times. I stopped for a moment and realized I’ve caught our sales veterans still using the word “semi-precious.”

My personal take on the term “semi-precious”….I’ve realized the use of the word “semi-precious” devalues colored stones that can sell for as much as some ruby, emerald, sapphire, and even diamond rings…so why use it? Can you imagine showing a customer a “precious stone,” possibly a sapphire ring for $3000 and then him or her selecting a “semi-precious stone,” possibly an alexandrite ring tagged at $6000? If you want to make the sale the customer should be made aware that some of the more unusual gemstones command a higher price than better-known gemstones because of their beauty and rarity; therefore also entitled to command the name “precious stone.”

Currently, other than the word slipping from one of the mouths of a veteran, our staff avoids the word like the plague and instead is asked to use the term precious for all colored stone gems. Again, Why not?…When a citrine and 18k yellow gold ring sells for as much as $1500 at Tiffany & Co. In addition, lately many companies have added colored stone collections (ones that are non-branded) to their current lines of jewelry where a simple large oval amethyst ring with a few round diamonds set in pave sells for $2000 and up.

I’ll leave you with this: Diamonds are expensive because they are rare and beautiful; blue topaz are cheaper because they are plentiful and don’t appeal to as many…yet when it comes to monetary value “semi-precious” jewelry can compete in price. I believe there is little that is inherent in the nature of some “precious stones” to acclaim superiority over lowly blue topaz and other “semi-precious” stones.

Posted by Shanu Singh Guliani on January 28, 2007 | Comments (0)