By Ramit Kapur, Managing Director, GSI India
For decades, fine jewellery meant diamonds, white and brilliant, or time-honored yellow gold. Occasionally, rubies and emeralds appeared, mostly for astrological reasons, backed by the science of planetary alignment. But beyond tradition, there’s a deeper truth: every gemstone is forged deep within the Earth over millions of years, believed to hold energies and healing potential that resonate universally.
Today, consumers are embracing gemstones not just for what they signify, but for how they make them feel; choosing pieces that speak to emotion, identity, and aspiration. Across age groups, regions, and cultures, colored gemstones are driving a renewed expression of individuality. They’ve moved beyond the confines of spiritual significance or heirloom settings to occupy the center stage of fashion, personal style, and cultural relevance.
At GSI, we’re witnessing a significant rise in the submission of colored gemstones and jewellery, not only for standard gem identification but also for geographic origin services. This growing awareness and appreciation signal a profound shift in how consumers perceive beauty and value.
Color Beyond Generational PreferenceWhat’s fascinating is how this gemstone wave transcends generational preferences. Mostly Millennials and also Gen Z are gravitating toward colors in their jewellery, may it be modern ring designs , stackable multi colored sapphire bracelets or multi-gem ear studs, often custom-made and tailored to a specific vibe or memory. For mid age groups , the attraction may lie in flaunting cocktail rings with an exotic gem as the centre stone accentuated with diamonds, combination of gemstones such as tanzanites and rubies and emeralds or even discovering lesser-known gems like padparadscha sapphires or alexandrites, prized for their color-change magic and scarcity.
Even in men’s jewellery such as brooches or bracelets, we’re seeing rubies, sapphires, turquoise, amethyst and garnets make powerful, stylish appearances.
Birthstone jewellery too is witnessing a revival, reimagined with cleaner, minimal aesthetics suited for everyday wear.
While diamonds are rare, many gemstones are rarer still, often sourced from a handful of iconic mines. Whether it is the single-sourced Tanzanite, Rubies from Mozambique or Emeralds from Zambia , all tap into a growing consumer appetite for authenticity, provenance, and storytelling.
At GSI, we’ve seen increased interest in origin reports for colored stones, particularly the big three, emeralds, sapphires, and rubies, as provenance adds not just value but a sense of appreciation of its origin and journey.
Expanding Palettes, Expanding Prices
The true strength of colored gemstones lies in their versatility. Today’s consumer can express boldness or subtlety, timelessness or trend-forward taste, all through a curated selection of stones. Designers are moving away from rigid formulas and embracing a freer, more intuitive use of color, placing sapphires in contemporary stud earrings, tourmalines in asymmetric rings, and using a mix of stones to tell individual stories across brooches, bracelets, chokers, and custom bridal sets.
Pinks and peaches, in particular, are having a moment, whether it’s the romantic softness of morganite, the dreamy tone of kunzite, or the rare glow of a padparadscha sapphire. These shades are striking a chord across age groups, and retailers are seeing a 30% surge in demand.
What’s equally compelling is the evolving value proposition of colored stones. Beyond their emotional and aesthetic appeal, many of these gems have demonstrated remarkable appreciation in price over the last two decades. For example, prices of fine-quality Paraiba tourmalines have increased over 3x since the mid 2000s, while unheated Burmese rubies and Kashmir sapphires continue to fetch record prices at international auctions. Spinels, once overlooked, are now commanding prices that rival traditional precious gems, especially in vivid pinks, reds, and blues.
This surge is not speculative; it is driven by limited supply, increased collector interest, and a market-wide shift towards rarity and narrative. Colored gemstones are no longer an alternative, they are a category of value in their own right.
We’re also observing a renewed openness to exploring stones beyond the industry’s usual suspects. Spinels in electric pinks and violets, tourmalines in all their candy-hued glory, and even affordable but striking zircons are enjoying their moment. This widening of the gemstone vocabulary reflects a broader shift: consumers are now curating pieces for meaning, emotion, and novelty, not just for tradition.
From a gemological standpoint, this evolution in consumer behavior is exciting. It challenges labs like ours to innovate, offer deeper analysis, and consistently high standards across an ever-growing range of materials. And in a world brimming with possibilities, color is the most personal, powerful form of expression.
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