Monday, 7th June 2004 (3895 views)

American jewellers are being encouraged to attract consumers with coloured stones in their designs.

The executive director of the American Gem Trade Association (AGTA), Doug Hucker, explained that customers like to be "part of the fashion experience".

Mr Hucker told JCK: "Your staff should be prepared to talk about gems, but they are more comfortable with fashion."

One key designer already implementing colour in collections is Laura Gibson, where colour is used in jewellery to help accessorise clothes.

The most popular colours are big citrines, topaz and bright pastels, all of which can be mixed and matched.

AGTA is now running with a new slogan "Add more colour to your life" and is embarking on a big advertising campaign to boost awareness and let consumers know which jewellers to go to for the latest accessories.

 

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