Business Report

Beyond the Big Three The typical female jewelry consumer is aware of at least 10 different colored gems, but she’ll seriously consider buying only three or four. That’s the conclusion of a survey recently conducted for Jewelers of America and the American Gem Trade Association (AGTA) by Professor Sandeep Krishnamurthy of the University of Washington. The survey was conducted among 460 women in the Puget Sound region of Washington state who’d purchased jewelry during the last two years and had household incomes of more than $50,000. They were quizzed about 18 gems and whether they’d be interested in purchasing them. The short list of most- desired stones predictably includes ruby, emerald, and sapphire, which about half of the respondents said they’d consider buying. Another quarter to a third said they’d consider buying opal, jade, or amethyst. Fewer were inclined to bu

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