The Art Of Faceting Colored Gems

Jewelers' profit potential hides in the most remarkable places. An obvious one some jewelers overlook: colored gemstone faceting. For independent jewelers, exquisite cut provides a competitive edge that eludes mass merchandisers, who can't concentrate as much on this aspect of gems because of the volume they handle. In addition, well-cut gems sell faster than others for the simple reason that they're prettier. Cut, or "make," has long been an important sales factor in the diamond market. Retailers increasingly use it to show why one diamond is better than a competitor's. Even consumers have grown sophisticated enough to understand the importance of cut on how a diamond looks. Will the significance of cut roll over to colored stones? "Jewelers are used to selling precision cuts in diamond; I can only expect the same to happen in color," says master gem cutter Richard Homer of LFA

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