HERE’S THE THING about amethyst: it’s the gemstone equivalent of a democratized luxury. Once upon a time, it sat shoulder to shoulder with diamonds, rubies, and sapphires in the “cardinal” or most precious category. Then Brazil happened. Massive deposits discovered in the early 19th century knocked it off its pedestal faster than a dethroned royal.
The name comes from the Greek “amethystos,” meaning “not drunk.” Ancient Greeks genuinely believed wearing it prevented intoxication — they even drank from amethyst goblets. Tracy Gibson of Studio D in Woodstock, Illinois, has tested this theory personally. Her verdict: “It doesn’t cure drunkenness.” Oh well, science marches on.
A popular Renaissance-era legend (written by French poet Rémy Belleau in 1576, not the ancient Greeks) tells of a maiden turned to white quartz by the goddess Diana to escape the wine god Dionysus, who then poured wine over the stone in remorse, turning it purple. Great sales story—just not ancient.
But here’s what amethyst does deliver: range. Light lavender to deep violet. Every size. Every shape. And with a Mohs hardness of 7, it’s durable enough for everyday wear. February babies lucked out — their birthstone is beautiful, affordable, and practically indestructible. It’s also the gem for 6th wedding anniversaries.
Five Ways to Sell Amethyst This February
- 1. Lead with the hangover story. Ancient Greeks thought it prevented drunkenness. They drank from amethyst goblets. The name literally means “not intoxicated.” Customers remember stories long after they forget carat weights.
- 2. Play the “fallen royalty” angle. Once precious, now accessible. Frame it as: “You can own what queens wore—without the queen’s budget.” That’s aspirational and achievable in one sentence.
- 3. Target 6th anniversary couples. Pull your sales records from six years ago. Anyone who bought an engagement ring or wedding band gets a personal note about amethyst as the traditional anniversary stone.
- 4. Show the color spectrum. Most people picture one purple. Display pale lavender next to deep violet next to rare Arizona “Siberian Red” material from the Four Peaks mine. Variety sells.
- 5. Push everyday wearability. February’s cold. People are tired. They want something beautiful that won’t break. Amethyst’s durability (Mohs 7) is a feature, not a footnote. “Wear it Monday through Sunday” is a better pitch than any gemological spec sheet.
Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
