Romancing the Stones

Uncover sale treasures with gemstone jewelry
by : 

Margaret Ann Lembo

June 1, 2014
Romancing the Stones

Customers often come into my store, The Crystal Garden, asking for a gemstone or piece of jewelry that will attract wealth, heal their body and emotions, draw in their soul mate, or deflect negativity. Helping your customers adorn themselves with gemstone jewelry to consciously achieve their goals and intentions dovetails perfectly with the popularity of the Law of Attraction, and it makes for a more fun and rewarding shopping experience, too.

Organize by color

Color is almost always the most important factor in selling jewelry, as people naturally gravitate to certain colors. You can make it easy for your customers to find the perfect jewelry piece by arranging your jewelry case in color order: black, brown, metallic, beige, red, orange, yellow, green, pink, light blue, turquoise, dark blue, purple, white, and clear. This order aligns with the colors of the rainbow as well as the chakras, the energy centers of the human energy system used for centuries to bring balance and harmony to body, mind, and spirit.

Organizing your jewelry case by color will streamline the selection process for your customers and make it easier for your staff to guide customers to the right stone for them. If your store also carries tumbled stones or gemstone specimens, group those by color, too. I have used this color system in my store for more than 25 years, and it works! Plus, rearranging your merchandise even a little bit moves energy and often results in more sales.

Optimize eye appeal

Once you have reorganized by color, arrange your gemstone jewelry in a pleasing display, then take a short break and come back with fresh eyes to view your arrangement. Look at your display from a variety of angles and enlist your staff to do the same.

Ask yourself:

  • Does the new display catch the eye?
  • Is it well lit?
  • Are pieces merchandised vertically, too, for visual interest?
  • Are jewelry sets, such as necklace and matching earrings, displayed together for add-on sales?
  • Does each color have a centerpiece item, something that will take my customer’s breath away?
  • Have I used my centerpiece items to build unique, eye-catching displays?

Bejeweled with positive intentions

Begin the process of helping your customers choose gemstone jewelry by understanding what they want to manifest. Ask them: What do you need or want in your life? Do you want to increase love and friendship? Emotional balance or spiritual connection? Money, fame, power?

Once you know what your customers want, guide them based on the color associated with the chakra that reflects their intention:

  • Root Chakra: Brown, black, and red for power, grounding, and focus
  • Sacral Chakra: Orange to birth great ideas into reality
  • Solar Plexus Chakra: Yellow to shine one’s magnificence and “fabulosity”
  • Heart Chakra: Green and pink to be compassionate and kind
  • Throat Chakra: Blues to express one’s authentic self with wisdom and grace
  • Third Eye Chakra: Purple to bring forth inspired living
  • Crown Chakra: White to align with purity and clarity

Increase sales through product knowledge

One of my best sales secrets is providing information that helps educate my customers. I offer handouts, post signage throughout the store, and host events, all designed to educate, inspire, enlighten, and, ultimately, cross-sell gemstones, jewelry, and other products storewide. My primary intention to share information is the key to my success selling gemstone jewelry; the information I provide sells my products naturally.

Years ago, I created a gemstone information sheet that lists the most popular gemstones and their uses. This sheet has been a staple in my store from the beginning. Customers walk around the store with it in hand and refer to it often to help them select (and buy!) all types of gems. Many ultimately end up buying a book on crystals, too, but my information sheet is what first sparks their interest in the power of crystals. Use the information provided here to create your own information sheet or email me at to request a copy of my list, which you can modify for use in your store.

Customers expect gemstone retailers to know which birthstone corresponds to which month, too, so you’ll want to make sure you have that information handy as well. See p. 40 for a birthstone reference list.

In my store, every display of jewelry, every bowl of tumbled stones, every grouping of rock specimens is accompanied by informational signage with the name of the stone, its meaning, my store logo and website, and the price. Whether the customer is purchasing a pendant, bracelet, earrings, or a huge geode, we have an information tag to go with it.

Providing the information for gemstones this way has increased sales in all our gemstone-related departments. The information tags also help customers keep track of what stones they’ve purchased. My staff recommends our customers take a photo with their smart phones of the piece they have selected next to its information tag. This way, when that little information tag is nowhere to be found, a customer can scroll through their photos and find the information about the jewelry or loose stone they purchased.

Display techniques that shine

Once you have helped your customers find a piece of gemstone jewelry aligned with their intentions, assist them in choosing the right accessory chain, earrings, or bracelet. Encourage them to try on the jewelry and have mirrors readily available at the jewelry counter, so they can see how fabulous they look wearing it. If the item is a gift, offer to gift wrap it for free and provide information about the gemstones.

Be sure to dust the inside of your jewelry case regularly. Keep a spray bottle of glass cleaner handy to wipe down the counter often. Store replacement light bulbs nearby to quickly replace any that burn out in the jewelry case. Your goal is to keep those gemstones sparkly and clearly visible, so they are ready to attract and delight shoppers passing by.

Gemstone Bestsellers

Regardless of the setting—ring, pendant, set of earrings, bracelet, tumbled stone, or large specimen—the top-selling gemstones in my store are listed below with a matching affirmation. Consider using these affirmations as in-store signage. My top-seller list, which is arranged by color the way my jewelry cases are organized, may change from year to year, but not by much.

Black tourmaline offers protection from negative people and situations and electromagnetic frequencies emitted by computers, smart phones, and tablets. Customers are always looking for a way to remove negativity from their life. Pendants, bracelets, tumbled stones, natural points, and “logs” all sell well in my store.

I am always divinely protected. I am enveloped in a sphere of goodness and well-being.

Hematite rings are bestsellers for us. We keep bowls of hematite rings on the jewelry case and at the cash register as point-of-sale impulse purchases. Use this stone to calm agitated or noisy children in your store, so their parents can shop in peace. This stone is helpful to those labeled ADD or ADHD, regardless of age. Hematite also deflects negativity, but it is truly powerful in activating grounding, focused, and calming energy. It is helpful for those with high blood pressure or anger, too, but note that using gemstones should not be a substitute for medical care.

I am calm and peaceful. It is easy for me to stay focused. I am grounded.

Ruby is a personal favorite of mine. I like the rubies from India; a number of vendors carry high-quality rings, pendants, and earrings from there. Do your customers need to add a little pizzazz to their lives? Have they been feeling tired lately? This brilliant gemstone is a motivational tool to help them complete tasks and get them fired up when they are feeling blasé about life.

I am strong and healthy. My energy abounds. I’m self-motivated to be productive.

Carnelian is the stone of creativity in action. The key phrase for this stone is “manifesto presto!” A stone of fertility, it is helpful for manifesting ideas or getting pregnant. It is helpful for authors, artists, editors, musicians, and all involved in creative pursuits. Carnelian carries the vibration of creativity to help give birth to new projects. It acts as a catalyst to put things in motion so they can come to fruition.

I am fertile in body, mind, and spirit. I am courageous and bravely bring my ideas into actuality.

Amber helps give you the courage to establish healthy boundaries in your relationships in all areas of your life. This fossilized resin helps clear out unwanted energies from energy-sucking acquaintances, friends, colleagues, and family members. Customers can carry this stone or wear it in jewelry settings with the inner knowledge they are deflecting energy that doesn’t belong to them.

I have the courage to set boundaries with love and grace. It is safe to be powerful in loving ways.

Citrine is the go-to stone for confidence and courage. Citrine can help you out of depression and relieve any feelings of inferiority or unworthiness. It is known as the “merchant’s stone,” so place one in your wallet or wherever you keep your money to allow abundance in your life. Customers can use citrine to increase their courage to accept abundance in their lives.

I am confident and courageous. Prosperity abounds in my life, and goodness multiplies. Whatever I desire, passionately act on, and imagine becomes a reality.

Rose quartz is a good stone for grief, loss of love, loss of friendships, and to make a better connection with babies and children. It also aids in attracting one’s soul mate. The soothing, pink color is perfect for situations when customers need to feel comforted and surrounded by unconditional love. Rose quartz bracelets are bestsellers in my store. We use a spinner rack stocked with hundreds of gemstone bracelets; it has a small footprint but a very large impact.

I am love. All that is attracted to me and all that surrounds me is love.

Jade is the stone of good health, good fortune, great wealth, and abundance. Accounts of this royal gem date back to 3,000 B.C., when it was used in ancient Chinese culture as a symbol of wealth and high rank. Jade helps uncover why the wearer wants to eat when emotionally upset, so it is helpful with weight management and digestive challenges.

I am healthy, happy, and prosperous. I am joyous and life is good. I have gratitude!

Turquoise helps you know your truth, speak your truth, and live your truth. It’s one of the stones that aids communication. It is also a good stone to wear when one needs assistance with the timing of things.

I express myself with ease and grace. I am always at the right place at the right time.

Angelite is a heavenly blue stone good for attracting divine intervention through communication with the angels. Recommend this stone to your customers who are angel fans or who want to develop skills in angel communication. This is a good stone for writers, musicians, and artists to aid in activating inspiration and communication with creative muses.

I communicate eloquently with ease and grace. I feel the entourage of angels orchestrating cosmic coincidence in my life and providing inspiration daily.

Aquamarine is associated with Poseidon, the ancient Greek god of the sea. It is the perfect stone for a lover of sea creatures such as dolphins and whales. It is useful in garnering assistance through inspiration, and it brings emotional balance. It is a good choice for a writer, especially when feeling writer’s block.

I enjoy a wonderful sense of emotional balance. Inspiration flows effortlessly into my consciousness. I travel safely by sea or land.

Lapis lazuli improves concentration and focus. The deep-blue vibration of lapis lazuli calms feelings of frustration, agitation, and anger. With this stone in hand, a customer can find ways to deal with the emotional turmoil resulting from abuse—physical, mental, or emotional—in order to heal and find inner peace.

I am focused. I see, sense, feel, and know the truth. I follow my intuition. It is easy for me to meditate.

Amethyst derives its name from the Greek word “amethystos,” meaning “not drunk” or “not intoxicated.” For this reason, it is known as the sobriety stone. Wear this stone to remind you to avoid harmful distractions and change old habits through conscious intent. Amethyst gives the wearer the strength to make changes. It’s also a great stone to ward off nightmares and bring pleasant dreams.

It’s easy for me to transform and transmute challenging situations. I pay attention to my dreams and interpret their messages easily.

Selenite reminds the wearer that he is spiritually, physically, and mentally aligned. It’s a stone that helps keep emotions in balance, detach from drama, and gain a greater understanding of people and situations. Selenite is an excellent stone for massage therapists, chiropractors, and physical therapists.

I am aligned with higher wisdom and knowledge. My spine, bones, tendons, and muscles are healthy, strong, and aligned.

Clear quartz carries within it the full spectrum of light. It transmits and transduces energy. Use this stone for any and all spiritual pursuits, including meditation, connecting with your guardian angel, higher knowledge and wisdom, and energy work. Clear quartz helps you stay focused on the goal at hand. It’s a perfect companion for students.

All is well in my life. I have great mental clarity, balanced emotions, and financial abundance. All my heart’s desires are realized now and always!

Ready, set, sparkle, and sell!

Whether customers want to amplify a positive intention, accent an outfit, or find a special gift, using these gemstone jewelry display tips and educating your staff about gemstone traits can help you uncover sales treasure and create a more rewarding shopping experience for your customers. Enjoy the transformation!

Margaret Ann Lembo is author of Chakra Awakening; The Essential Guide to Crystals, Minerals, and Stones; Angel Gemstone Oracle Cards, and Color Your Life with Crystals and owner of The Crystal Garden, a book and gift store/spiritual center in southeast Florida celebrating 26 years in business. “Gemstone Bestsellers” photos courtesy of Andy Frame Photography.