JB Insights
Trust, Transparency, and Trade: A Retailer’s Guide to Selling Gemstones
By Ramit Kapur: MD, Gemological Science International (GSI) India

A gemstone sale is more than just a transaction; it’s a promise. Customers seek not just beauty but the confidence that what they’re buying holds real value. In an era where gemstones are treated, enhanced, and sometimes even created in laboratories, having the right knowledge isn’t just an advantage; it’s a retailer’s greatest asset.
A well-informed retail team is an empowered one. Understanding gemstone treatments, origins, and certifications isn’t about being burdened with extra responsibility; it’s about enhancing your expertise, making confident sales, and strengthening customer trust. Because at the heart of this business is one simple truth: when retailers lead with knowledge, they lead the industry.
The Truth About Gemstone Treatments
Not all gemstones reach the market in their natural state. Many undergo treatments to improve their color, clarity, or durability, and any treatments and enhancements done, must be disclosed.
Some treatments, like lead-glass filling in rubies, fundamentally alter the gemstone’s structure and require clear disclosure. Others, such as the traditional heat treatment of sapphires, are widely accepted in the industry but still demand transparency. Understanding these nuances enables retailers to sell with confidence, ensuring customers make informed purchases built on trust.
For example, emeralds are naturally filled with inclusions, making fracture-filling with oil or resin a common practice. While this enhances clarity, knowing the type and extent of filling ensures that customers understand how their gemstone will age over time. While an oil-filled emerald may gradually lose its enhancement over time, a resin-filled one may require extra care to avoid exposure to heat or chemicals. Communicating these details not only adds credibility but also ensures customers can enjoy their gemstones for years to come.

Heat treatment in corundum, particularly rubies and sapphires, is a widely accepted enhancement, but its impact varies. A simple heated label doesn’t reveal the full extent of modification. Residues left in healed fractures or surface-reaching cavities can indicate the intensity of treatment, ranging from minor enhancements with little visible impact to significant alterations affecting transparency and overall appearance.
To assess this, the Thermal Enhancement (TE) scale categorizes heat treatment levels, while surface-reaching cavities are further classified based on residue presence, from minimal traces to substantial filling that influences value. Understanding these factors allows retailers to provide clarity and confidence in their sales, ensuring customers appreciate both the beauty and integrity of their gemstones.
This level of classification is not just for high-value stones; modern testing methods now apply to even melee-sized and mounted gemstones. With precise analysis, retailers can confidently present each gemstone’s journey; from its formation to the enhancements it has undergone, ensuring customers feel well-informed and assured in their purchase.
The Power of Origin and Storytelling
Geographic origin is one of the most significant differentiators and selling point when it comes to gemstones.
Sapphires from Kashmir, Myanmar, Sri Lanka, and Madagascar are among the world’s finest, prized for their rich color and saturation. Their rarity, history, and distinct hues shape customer preference. Kashmir sapphires, known for their scarcity, have adorned royal collections, while Sri Lankan sapphires, like the famed Blue Belle of Asia, boast a legacy of luxury. Similarly, Burmese rubies are revered for their deep “pigeon blood” red, and Colombian emeralds for their unmatched green intensity; each origin adding value and prestige.
A gemstone’s origin adds depth, character, and history, making it more than a purchase; it’s a story. Retailers who weave these narratives into their sales approach don’t just sell gemstones; they offer a legacy that resonates with the buyer.
Lab-Grown, Natural, or Imitation? A Retailer’s Advantage
Lab-grown gemstones are often misunderstood, but they are not “fake.” They are created in a controlled environment, and they possess similar physical, chemical and optical properties as their natural counterparts with differences in growth structure. Imitations, however, simply look like real gemstones without possessing their intrinsic properties; like a red glass stone mimicking a ruby.
By understanding these distinctions, retailers can offer customers choices rather than confusion. A customer who seeks affordability and sustainability might be drawn to a lab-grown gemstone, while another looking for rarity will appreciate a natural, untreated gem. Knowledge empowers retailers to guide buyers toward the best fit for their needs, ensuring a sale that feels both personal and professional.
Precision in Terminology: A Game-Changer for Retailers
The way a gemstone is described can shape both perception and value, making precise terminology essential in building credibility and avoiding misunderstandings.
For instance, a natural gemstone forms without human intervention and remains untreated, whereas a genuine gemstone is real but may have undergone enhancements.
Similarly, while heated and treated are often used interchangeably, not all treated gemstones have been heated; some may be clarity-enhanced, fracture-filled, or color-altered through other processes.
Even terms like synthetic and lab-grown need careful distinction, as both refer to man-made stones but carry different consumer perceptions.
A retailer fluent in these nuances isn’t just selling a product; they’re building confidence in their expertise. In an industry where trust drives sales, choosing the right words can be just as impactful as choosing the right gemstones. This expertise not only reassures buyers but also strengthens customer relationships, ensuring repeat business and long-term credibility.

Choosing the Right Certification: One Size Does Not Fit All
Certification is no longer just about verifying authenticity; it’s about making a retailer’s life easier and enhancing the buying experience. Different types of jewelry demand different types of reports, and offering the right format ensures convenience for both retailers and customers.
A comprehensive fusion report is ideal for fusion jewelry, where a single document covering both Polki and gemstones simplifies transactions rather than managing multiple certificates.
For prized gemstones, origin reports add value, helping customers appreciate the significance of a Kashmir sapphire or a Burmese ruby by officially documenting its provenance.
Some buyers prefer pocket-sized reports, offering quick and accessible verification, while others may benefit from digital reports with QR tags, allowing instant access to certification anytime, anywhere; streamlining inventory management and boosting customer confidence.
The key is flexibility; certification should not only authenticate and disclose treatments and enhancements, if any but also support sales, making it easier for retailers to educate, assure, and elevate the overall shopping experience.
In today’s fast-moving gemstone industry, access to information is no longer a challenge, but expertise remains the true differentiator. Treatments will advance. Lab-grown diamonds will become more refined. Consumer expectations will rise. But one thing will remain constant: retailers who embrace knowledge and transparency will always lead. Because at the end of the day, this business isn’t just about gemstones. It’s about trust.

JB Insights
Sparkle in Tradition, Shine in Style This Diwali

Celebrate the Festival of Lights with Kolkata’s finest jewellers – timeless creations in gold and diamonds that honour heritage, radiate elegance, and become cherished legacies for generations.
This Diwali, Kolkata’s leading jewellers invite you to embrace the spirit of light, prosperity, and togetherness with timeless jewellery creations. From dazzling statement pieces that complete your festive look to evergreen classics that shine long after the celebrations, each jewel is crafted to capture the brilliance of the festival of lights and the promise of new beginnings. Celebrate this Diwali with a treasure that sparkles from the heart – a keepsake in gold that becomes a legacy for generations to come.
AVAMA JEWELLERS BY ABHISHEK KAJARIA



From Dhanteras to Diwali: Celebrate in Radiant Elegance with ‘Diwali Dazzle 2025’ by Avama Jewellers
Embrace the Spirit of Diwali with ‘Diwali Dazzle 2025’: A Collection of Timeless Jewels. As the golden glow of Dhanteras ushers in the season of lights, and Diwali approaches with all its splendor, Avama Jewellers by Abhishek Kajaria invites you to celebrate the most anticipated time of the year with ‘Diwali Dazzle 2025’—a resplendent collection of fine jewellery that captures the very essence of timeless tradition and contemporary sophistication. Rooted in the richness of India’s festive heritage and inspired by the purity and auspiciousness of the season, ‘Diwali Dazzle 2025’ is an exquisite symphony of diamonds and polki. Each piece is a testament to Avama’s enduring design philosophy—where elegance meets innovation, and heritage harmonizes with modernity. Whether it’s an intimate Diya Puja at home or a glamorous evening soirée, this collection has been meticulously curated to elevate every festive ensemble. The collection offers a wide array of stunning designs, from intricately crafted jhumkas with a contemporary edge, statement rings that blend opulence with wearability, sleek, minimalist bracelets ideal for layering or standalone wear and Chokers that radiate regal charm with a modern twist- every jewel in this collection is designed to transcend fleeting trends, offering heirloom-worthy allure with versatile styling. Enjoy a host of exclusive festive privileges at Avama Jewellers- including zero making charges on gold coins, the opportunity to exchange your old gold jewellery for new BIS hallmarked pieces, and up to 50% off on select gold, diamond, and polki jewellery. Discover additional delights with up to 15% off on gemstones, and receive assured gifts on purchases above Rs.50,000. This festive season, Avama Jewellers brings not just jewellery, but a celebration of light, legacy, and luxury. With exclusive festive offers and a commitment to craftsmanship, ‘Diwali Dazzle 2025’ ensures that you step into every celebration adorned with grace, confidence, and unmistakable brilliance. Let your moments shine brighter…Let your traditions be adorned in elegance…Let Avama Jewellers be your companion from Dhanteras to Diwali and beyond.
MADANJI MEGHRAJ JEWELLERS



Illuminate Your Diwali with Madanji Meghraj Jeweller’s ‘Diwali Treasures 2025’ A Celebration of Light, Legacy, and Luxury….
As Diwali approaches, homes are adorned with the warm glow of diyas, the fragrance of festive indulgence fills the air, and hearts come alive with the joy of togetherness. It is a time where tradition embraces the present, and every detail — from decor to ensemble — is curated with meaning. This festive season, Madanji Meghraj Jewellers invite you to celebrate with an exquisite collection designed to mirror the radiance of the festival: ‘Diwali Treasures 2025’ Inspired by the ethereal glow of Diwali nights and the enduring symbolism of prosperity and new beginnings, ‘Diwali Treasures 2025’ is a luminous tribute to timeless elegance and contemporary artistry. This thoughtfully curated collection features a magnificent array of diamond, polki, and gemstone jewellery, each piece crafted to elevate your festive ensemble with sophistication and soul. From opulent statement necklaces to delicate earrings, charming bracelets, and artfully designed rings, every creation echoes the spirit of Diwali—celebratory, graceful, and radiant. The pieces are a seamless blend of traditional craftsmanship and modern design sensibilities, honouring the heritage of Indian jewellery while appealing to today’s refined aesthetic. Whether you are attending a sacred puja, a festive soirée, or an intimate gathering with loved ones, ‘Diwali Treasures 2025’ offers jewels that complement every moment of celebration. Imagine polki earrings that glisten under soft candlelight, or a diamond choker that catches every flicker of the flame — each piece designed not just to adorn, but to enchant. Known for its legacy of exceptional craftsmanship and design excellence, Madanji Meghraj Jewellers once again delivers artistry that transcends trends. This collection embodies not just the beauty of the festival, but the enduring charm of jewels that will be treasured for generations to come. This Diwali, let your celebration be adorned with brilliance that lingers long after the festivities fade. Discover the magic of ‘Diwali Treasures 2025’ — where every piece is a celebration in itself.
Punamchand Jewellers Unveils ‘The Radiance Edit’ for a Sparkling Diwali



Kolkata: Diwali is a festival that celebrates light, joy, and prosperity, making it the perfect occasion to indulge in timeless jewels that radiate brilliance. With a legacy spanning over six decades, Punamchand Jewellers presents “The Radiance Edit”, a festive curation that captures the spirit of togetherness while honouring the brand’s unmatched heritage of trust, craftsmanship, and innovation.
The collection is an opulent mix of sparkling EF colour diamonds, regal polki and jadau sets, and gemstone-encrusted creations featuring emeralds, rubies, and sapphires. Each piece is designed to reflect every facet of Diwali dressing—whether it’s dazzling diamond earrings for an elegant taash party look, bold Rajwada-inspired necklaces for the main Diwali day celebrations, or
statement gemstone rings that complete a cocktail evening ensemble. The Radiance Edit ensures there is a jewel for every moment, every gathering, and every expression of style this festive season.
Speaking about the collection, Yogesh Soni, Director of Punamchand Jewellers, shares, “At Punamchand, we believe jewellery is not just an adornment but a legacy—an heirloom of love and celebration. With ‘The Radiance Edit,’ we wanted to bring together creations that resonate with both tradition and today’s evolving style sensibilities. Every jewel has been crafted to not only complement festive looks but also to become a cherished part of Diwali memories for generations to come.”
✨Festive Offer: Celebrate Diwali with sparkle and savings! Enjoy 50% off on making charges from 9th to 19th October across all stores.
MAHABIR DANWAR JEWELLERS



Mahabir Danwar Jewellers Unveils ‘The Padmavati’ Collection This Diwali
This Diwali, as homes glow with lights and families come together to celebrate prosperity, joy, and new beginnings, Mahabir Danwar Jewellers introduces The Padmavati Collection—a tribute to timeless legacy, strength, and elegance. Inspired by the legendary Rani Padmavati, this luxurious line blends traditional Indian artistry with contemporary refinement, curated for women who carry their heritage with pride while embracing modern sophistication.
The Padmavati Collection is a dazzling symphony of diamonds, polki, kundan, and antique gold craftsmanship, designed to mirror the grandeur of India’s heritage while suiting modern festive lifestyles. The collection features opulent chokers, regal layered haars, statement earrings, cocktail rings, maang tikkas, and bangles, each intricately handcrafted to capture the sparkle of Diwali. Rich emeralds and rubies lend vibrant pops of colour, while polki and jadau sets exude an old-world charm. From glamorous diamond danglers for taash parties to traditional polki masterpieces for Diwali day poojas and gemstone-studded cocktail pieces for evening soirees, every jewel is thoughtfully designed to complement the many moods of the festive season.

Speaking about the collection, Vijay Soni, Director, Mahabir Danwar Jewellers, shares, “Diwali is about celebrating prosperity, heritage, and togetherness, and jewellery has always been at the heart of these traditions. With ‘The Padmavati Collection,’ we wanted to bring creations that resonate with our culture yet complement today’s festive lifestyles. Each piece is crafted to be more than adornment—it’s a legacy to treasure, an emotion to cherish, and a sparkle that completes every celebration.”
To add to the festive spirit, Mahabir Danwar Jewellers is offering up to 100% discount on the making of diamond jewellery, up to 50% discount on the making of gold jewellery, up to 50% discount on the making of diamond polki jewellery, up to 35% discount on the making of jadau and antique gold jewellery, and up to 20% discount on Italian design chains. In addition, every purchase comes with a lucky draw coupon for every ₹10,000 spent, making each purchase even more special and rewarding this festive season.
Shine Bright This Diwali with ‘Diwali Luxe 2025’ by Indian Gem & JewelleryCreation
Bring out the brilliance this festive season…
As the joyous spirit of Diwali fills the air, it brings with it a sense of renewal, celebration, and luminous beginnings. Known as the Festival of Lights, Diwali is a time to embrace the triumph of good over evil and to welcome the promise of a radiant year ahead. And what better way to mark this auspicious occasion than with jewellery that reflects the sparkle in your heart and the grandeur of the season? In celebration of this cherished time, Indian Gem & Jewellery Creation is proud to unveil its newest festive collection — ‘Diwali Luxe 2025’ — a thoughtfully curated array of timeless pieces designed to elevate your celebrations with grace, glamour, and meaning. Renowned for their exceptional craftsmanship and inspired design, Indian Gem & Jewellery Creation continues to capture the essence of heritage with a modern flair. The ‘Diwali Luxe 2025’ collection is no exception — a luminous showcase of diamond jewellery enhanced with vibrant gemstones, offering the perfect balance between tradition and contemporary elegance. From sleek diamond-studded earrings that echo minimalist sophistication, to intricately detailed necklaces, majestic bangles, and statement rings, each piece is created to complement the grandeur of the festive season. The collection speaks to women who appreciate jewellery that reflects their cultural roots while effortlessly blending into modern celebrations — whether it’s a traditional Diya Puja or a glamorous Taash party. Notably, this season’s favourites include vibrant gemstone accents, a celebration of colour and symbolism, as well as versatile statement earrings and refined bracelets—ideal for the style-conscious, modern woman. Whether you’re seeking to indulge in timeless heirlooms this Dhanteras, or looking to make a bold impression throughout your Diwali gatherings, ‘Diwali Luxe 2025’ offers a range of treasures to match every mood and moment. Join us in celebrating the essence of Diwali through jewels that dazzle, designs that endure, and craftsmanship that tells a story of light, legacy, and luxury. Indian Gem & Jewellery Creation invites you to discover a collection where each piece is more than an accessory—it’s an expression of celebration.
BHARTI BANGUR FINE JEWELS



DIAMONDS, POLKI & PRECIOUS STONES TAKE CENTERSTAGE IN THE DIWALI EDIT BY
BHARTI BANGUR- FINE JEWELS
Diwali, the festival of lights, is not just about lamps, sweets, and celebrations—it is about the women who make every home shine brighter. The unsung heroes who put their children, husbands, and parents first, and themselves last. They are the true Laxmis, bringing warmth, love, and light into the world around them. This Diwali, Bharti Bangur Fine Jewels pays tribute to these women with “The Diwali Edit”, a collection that celebrates their grace, resilience, and brilliance.
From the sparkle of natural diamonds to the rich hues of emeralds and rubies, and the regal charm of polki and jadau, The Diwali Edit is crafted for every moment of the season. Think dazzling diamond danglers to add glamour to taash parties, intricate jadau necklaces for the main Diwali day celebration, or elegant ruby and emerald cocktail rings that light up festive evenings. Designed to balance tradition with modern elegance, each piece is made to remind women that they too deserve to celebrate themselves.

Speaking about the collection, Bharti Bangur shares, “Women are the heart of every household and the true Laxmis of our lives. They give selflessly, putting their families first and themselves last. With ‘The Diwali Edit,’ I wanted to create jewellery that acknowledges their strength, honours their role as nurturers, and inspires them to embrace their own beauty and individuality. This Diwali, we invite women to pamper themselves—to shine as brightly as the lights they kindle in their homes.”
Adding to the celebrations, Bharti Bangur Fine Jewels is offering a flat 15% off on all jewellery pieces in store —Fine and Fashion—from 8th to 10th October 2025. A special three-day window to acknowledge and celebrate the women who make every Diwali truly Shubh, beautiful, and love-filled.
This Diwali, celebrate yourself—the goddess within—with jewels as radiant and timeless as your spirit.
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