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Considered the premier wholesale show in the global fine gemstone industry, the American Gem Trade Association (AGTA) GemFair Tucson offers a one-stop-shopping/learning/networking experience that pays off in many ways.
Now in its 43rd year, the AGTA GemFair, at the Tucson Convention Center, Feb. 3-9, 2025, presents in its GemHall a wide selection of the finest loose natural gemstones and natural and cultured pearls, as well as the latest in tools, technology, and supplies.
Also among these vendors are the Smithsonian and Somewhere In The Rainbow, a display of Spectrum and Cutting Edge Awards winners, and a full-service Custom Design Studio – featuring GM Casting House, Master Casting and CAD, and Star Gems – that can transform loose gems purchased into bespoke designs.
In addition to the magnificent gemstones sure to get jewelers’ adrenaline pumping, Krainz Creations is sponsoring a race car simulator that offers showgoers the thrill of high-performance racing from the safety of the gem floor.
Upstairs from the GemHall jewelers will find finished contemporary and estate jewelry exhibitors in the Grand Ballroom. And, lining the expansive hallway of the Galleria are trusted industry professional services, four world-renowned laboratories, and leading trade organizations, with Jewelers for Children, a new AGTA GemFair Tucson partnership, a new addition.
In the convention center’s recently remodeled event and meeting space, AGTA presents its Inspired Seminar Series, sponsored by the American Gem Society. Included in the offerings is an explanation of the new RapNet Gemstone Trading Network, a platform for buying and selling loose gemstones from AGTA members, with AGTA CEO John W. Ford, Sr.; a look at the changing field of gemology with James E. Shigley, distinguished research fellow, GIA; and the popular “Colored Stone Price and Market Trends” with Stuart Robertson, president, and Brecken Branstrator, editor of Gemworld International.
Live gem cutting demonstrations continue in this space, sponsored by Tucson Todd’s Gems, with Nadine Marshall of @ilovegreenrocks on Instagram and Tumbled Upon Faceting, and acclaimed lapidary Larry Woods. Other workshops are available courtesy of MJSA Journal Live Jewelers Bench, sponsored by A & A Jewelry Supply, with Rémy Rotenier and Melissa Muir.
Show Prep
When preparing for GemFair Tucson, Ford advises jewelers to take a serious look at their inventory of finished colored stone jewelry.
“Identify what gems you need to restock, that are missing, and areas to expand like engagement and men’s bridal, where colored gemstones are hot,” says Ford. “Make a list, if not by gem variety, then by predominant color, size and dimensions, and set a budget for each. Having a basic list will help you shop the show.”
Kimberly Collins, AGTA board president and owner of Kimberly Collins Colored Gems concurs, adding that jewelers should leave time to explore new gems and colors. “Try something new that your clients have not seen before. Take some risks with your color case!”
With that in mind, Ford advises jewelers dedicate a portion of their budget to what “wows” them while shopping. “A wow gem could be anything from A to Z in color, but if you love it, buy it, you’ll sell it!”
Natural color, in general, is selling very well, Ford underscores, noting that the growth of sales in multi color tourmalines and garnets in jewelry, from rings to earrings is “astounding.”
In fact, trends in the latest AGTA Spectrum & Cutting Edge Awards show many entries featured these gem varieties, particularly Paraiba and rubellite tourmalines and tsavorite and Malaya garnets.
The contest also saw more finished jewelry with fancy cuts, particularly ovals, cites Ford, as well as fantasy-cuts and carved gems as the focal points, trends consistent with the prior year.
This year’s Awards unveiled a new Engagement Ring category, which Ford said received 21 entries, all top quality. “Winners represent some of the finest, rarest colored gemstones from which a consumer can choose, such as the First-Place winner, a 10.08 carat tsavorite garnet set in a platinum ring with tsavorite garnet melee and diamonds. Tsavorites are rare in this large size.”
Bridal Boost
A standout for Collins in Spectrum was the versatility in designs, with lots of convertible styles. “There’s a new awareness that your jewelry doesn’t have to look like everyone else’s. It’s cool to be unique, especially in bridal!” She describes “juicy bright hues for bridal earrings, lots of multi color rings, and Toi et Moi styles.”
Undoubtedly, the colored gemstone industry has benefitted from the rise and fall of lab-grown diamonds, which hurt the value of natural diamonds and hurt the end consumer, says Collins. “Where consumer confidence has waned around diamonds, many consumers are requesting more color for bridal and their high fashion jewelry.” She describes sales of the precious gem trio “as hot as can be,” with emerald “insane.”
While Collins’ most requested gem for bridal has been sapphire, she says it’s not just traditional blues that are selling. “I’m seeing a wide range of sapphire colors requested for bridal, teals, slate blues, icy purples, brighter pinks, even oranges. Many diamond-only designers are jumping on the color bandwagon. Retailers who’ve always pushed color are reaping the benefits!”
When established markets see segmentation you often see expansion or contraction of products like the growth of natural color gemstones in a traditional market dominated by natural white diamonds, says Ford, who concurs that the sales of natural colored gemstones increased with the general instability of the diamond market. “The gem market is stable, prices are steadily rising, and consumer demand is outpacing the supply.”
Top Takeaways
In addition to finding exceptional gems and gem-set jewelry at GemFair Tucson, jewelers can nab key takeaways to help them build their gemstone business, says Ford.
First is knowledge. “AGTA has an extremely informative seminar series, curated by Somewhere In The Rainbow’s Shelly Sergent, that is designed to inspire,” Ford says. “I encourage everyone to review the seminars, gain knowledge, and have some fun.”
Second is relationships. “When walking the show just don’t think of what’s on your list,” says Ford, “think of ways to position your business for success. Whether it’s meeting a supplier for a gem you may need in the future or discovering how hosting gemstone roundtable events with AGTA suppliers could add to your bottom line. Engage with your AGTA suppliers, ask questions, build a rapport with the exhibitors. Relationships are like a garden, they need a little water. Build relationships that are meaningful, both personally and professionally, and your business will prosper.”
Tucson inspires excitement, creativity and opportunity to share with clients, cheers Collins. “Tucson gives jewelers reasons to call customers and say, ‘You won’t believe the gem I picked up in Tucson. I’m showing you first because I know how much you love these rare stones!’ That’s a sale in the making, that’s the gift AGTA GemFair Tucson gives.”
To learn more about the exhibitors and products on display at AGTA’s 2025 GemFair Tucson, inspiring seminars, and networking opportunities and events, visit www.agta.org/agta-gem-fair-tucson.
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