It’s easy to understand why people love emeralds, rubies and sapphires. These are gems with mostly primary colors, and they are colors of passion. They also have a deeply rooted history and name recognition the world over. What’s not to love in the smoldering red of the ruby, the calming deep blue of a sapphire, the lushness of a tropical emerald? All true, and yet… Many jewelers feel timid about treading into gemstone territory that goes a few steps beyond these gemstone giants. After all, it’s been a comfortable world with the proven sales record of the Big Three and diamonds. But the jeweler’s world is changing. Several factors are forcing retailers to look at gems the world had scarcely heard of 10 years ago. Iolite. Tanzanite. Rubellite. Tsavorite. Indicolite. These names were unknown not all that long ago. Then came television shopping networks, which have helped

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