How to incorporate the gem-based wellness trend into your retail jewelry business Gemstones, crystals, and other minerals are—no pun intended—a bedrock of the jewelry business. And now that crystals are firmly in the zeitgeist, they have the potential to become a powerful sales tool for independent jewelers. Surging interest in crystals and complementary therapies such as yoga, aromatherapy, and sound baths gives jewelry retailers the chance to bring in new shoppers, expand their merchandise mix, and grow their value proposition for customers. “It’s definitely a hot-ticket item right now,” says Jen Cullen Williams, managing director of the public relations firm Luxury Brand Group. “I don’t really see any barriers for the gem industry,” agrees Colleen McCann, owner of the energy-work company Style Rituals and author of Crystal Rx. “What I do see is an opportunity to