Each person has his or her own reason for wanting to buy, own, or wear a colored gemstone. Gemstones are primarily beautiful. Every stone is a natural work of art, each one having a distinct and separate personality possessing unique and distinguishing beauty marks. Gemstones are durable. The Treasures of King Tut prove that gemstones endure through many lifetimes.
Gemstones are rare.
Therefore, since the demand for gemstones is greater than ever, the supply is, in fact, limited in its ability to meet this demand. Gemstones retain value. Rubies, sapphires, emeralds and diamonds were treasured as portable wealth in times of war. In recent years, there has been such a widespread interest in all gemstones, and so many fine new specimens have been discovered, that the prices of all gemstones have risen dramatically. Gemstones are a way to store value while enjoying beautiful jewelry.