Oh, Heavenly Rubies!

Among the red gems the [ruby] holds first place and is most esteemed," wrote Pliny the Elder almost 2,000 years ago. The International Colored Gemstone Association agrees. During 1996, it chose ruby as the first colored gem ever promoted in a systematic and organized fashion. Now the high-profile campaign is culminating with a bang as sexy ads in national consumer publications and in-store promotions round out the year's work As you face the countdown to Christmas and the mad scramble toward the end of the year, be aware the "ruby stage" has been set for you and thousands of other jewelry store owners around the United States.It's all compliments of the International Colored Gemstone Association and its year-long promotional campaign for ruby, the so-called "King of Gems." Realizing the last three months of the year are prime time for jewelry sales, ICA is spending half a million dol
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