December Birthstone Guide for Retailers – Tanzanite, Zircon & Turquoise
Share:
Part of the Retailer’s Monthly Birthstone Guide, a monthly feature from RapNet highlighting birthstones, selling insights, and storytelling strategies for jewelry professionals.
In This Guide:
What Makes December’s Birthstones Shine?
Tanzanite – The Gem of Transformation
Zircon – The Natural Gem of Brilliance and Fire
Turquoise – The Gem of Heritage and Protection
Marketing Ideas to Boost December Gemstone Sales
Care & Maintenance to Share with Customers
Why December Gems Sell Year-Round
What Makes December’s Birthstones Shine?
December’s gems, Tanzanite, Zircon, and Turquoise, offer a dynamic mix of rarity, brilliance, and heritage. They combine color variety, flexible pricing, and emotional storytelling to create meaningful customer connections.
Why they sell:
- Seasonal appeal: Cool blues and violets fit the holiday palette
- Gift-ready pricing: From accessible turquoise to collectible tanzanite
- Symbolism: Transformation, protection, and prosperity
These stones capture the sparkle of the season and perform year-round in both fine and fashion jewelry.
Tanzanite – The Gem of Transformation
Quick Facts
- Color Range: Violet-blue to deep indigo
- Hardness: 6–7 on the Mohs scale
- Family: Zoisite
- Source: Exclusively from Tanzania
- Symbolism: Transformation, intuition, calm
What Makes Tanzanite Special
Tanzanite is a single-source gem, found only at the foothills of Mount Kilimanjaro. This exclusivity fuels its prestige and scarcity, qualities that resonate with collectors and luxury buyers. Its deep blue-violet hues rival sapphire’s beauty at a more attainable price point.
Key Features to Showcase:
- Rare, one-location origin enhances collectability
- Large, well-cut stones display vivid color and fire
- Ideal for milestone jewelry: births, anniversaries, personal transformation
- Great alternative to blue sapphire for discerning clients
Celebrity & Style – Tanzanite
Tanzanite has become a Hollywood favorite.
- Céline Dion wore a 170-carat Harry Winston tanzanite necklace at the Oscars.
- Designers such as Tiffany & Co. and Le Vian have featured tanzanite in signature high jewelry lines.
These cultural associations create instant storytelling material for your showcases.
Selling Tips for Tanzanite
- Present as a “once-in-a-lifetime” gemstone due to its single-source rarity.
- Highlight color depth in warm lighting for maximum vibrancy.
- Pair with diamonds or white sapphires to emphasize brilliance.
- Offer gem certification and origin disclosure for high-value pieces.
Zircon – The Natural Gem of Brilliance and Fire
Quick Facts
- Color Range: Blue, white, pink, yellow, orange, green
- Hardness: 7–7.5 on the Mohs scale
- Sources: Cambodia, Myanmar, Sri Lanka, Australia, Brazil, Madagascar
- Symbolism: Clarity, wisdom, protection
What Makes Zircon Special
Often mistaken for synthetic stones due to its brilliance, natural zircon offers fire that rivals diamonds. Available in a wide color palette and price range, zircon is a hidden gem in the retail world, perfect for jewelers looking to surprise customers with affordable luxury.
Key Features to Showcase:
- Exceptional sparkle and double refraction create diamond-like fire
- Blue zircon, the most popular color, is ideal for winter and bridal markets
- Affordable price points encourage impulse purchases and self-gifting
- Historically loved during the Victorian and Art Deco eras, giving it heritage appeal
Celebrity & Style – Zircon
- Zircon’s luminous glow made it a Hollywood staple during the Art Deco era of the 1930s–40s.
- Vintage-style jewelers and collectors continue to seek it today for its antique charm.
Selling Tips for Zircon
- Showcase under bright LED lighting to highlight fire.
- Display alongside diamonds to illustrate brilliance at a lower cost.
- Position as both a modern and vintage-inspired gemstone.
- Suggest statement earrings and pendants, where brilliance shines best.
- Reference the “Matura Diamond” (the old name for colorless zircon) when explaining its brilliance to customers; it immediately raises perceived value.
Turquoise – The Gem of Heritage and Protection
Quick Facts
- Color Range: Sky blue to green-blue, often with matrix patterns
- Hardness: 5–6 on the Mohs scale
- Sources: U.S., Iran, China, Mexico, Egypt, Tibet
- Symbolism: Protection, truth, good fortune
What Makes Turquoise Special
Turquoise’s history stretches back thousands of years from Egyptian pharaohs to Native American artisans. Its timeless, earthy elegance bridges traditional and bohemian aesthetics, appealing to both heritage buyers and contemporary trendsetters.
Key Features to Showcase:
- Iconic, instantly recognizable color associated with peace and protection
- Each stone’s matrix makes it truly one-of-a-kind
- Affordable and lightweight. Ideal for larger designs and bold styling
- Pairs beautifully with sterling silver and yellow gold
Celebrity & Style – Turquoise
Turquoise has made its mark from ancient royalty to modern pop icons:
- Cher and Ralph Lauren helped popularize it as a symbol of free-spirited style.
- Steven Tyler and Zendaya have both worn striking turquoise statement pieces on stage and red carpets.
Selling Tips for Turquoise
- Highlight cultural legacy and natural variation – no two stones are alike.
- Position as a meaningful, symbolic gift during the festive season.
- Offer matching turquoise sets for easy holiday gifting.
- Store and display carefully to prevent discoloration from light or cosmetics.
Marketing Ideas to Boost December Gemstone Sales
- Feature “Winter Blues” Displays:
Showcase Tanzanite, Zircon, and Turquoise together in cool-toned lighting with icy décor to attract holiday shoppers.
- Create a “Three Stones of December” Promotion:
Bundle pendant, earring, and ring sets featuring each stone, packaged perfectly for birthdays or end-of-year gifts.
- Educate Your Sales Team:
Use gemstone stories in conversation: Tanzanite (transformation), Zircon (clarity), Turquoise (protection). Connecting your customers to stories they’re aligned with will help boost sales.
- Leverage Social Media with a “Did You Know” Series:
- “Did you know Tanzanite is 1,000 times rarer than diamond?”
- “Zircon is nature’s original sparkler long before cubic zirconia.”
- “Turquoise has been worn as a protective talisman for over 5,000 years.”
- Offer Customization and Certification:
Promote custom jewelry with verified stones sourced directly via RapNet, ensuring authenticity and quality customers can trust.
Care & Maintenance to Share with Customers
While durable enough for regular wear, December’s gems each need mindful care:
- Tanzanite: Avoid ultrasonic cleaners, heat, or impact; clean gently with warm soapy water.
- Zircon: Sensitive to heat. Store separately and clean with mild soap and water.
- Turquoise: Avoid sunlight, cosmetics, and chemicals; wipe with a soft cloth after wear.
Pro Tip: Provide printed care cards with purchases to reinforce expertise and add post-sale value.
Why December Gems Sell Year-Round
Beyond birthstone sales, Tanzanite, Zircon, and Turquoise perform consistently in both fine jewelry and affordable luxury categories:
- Tanzanite’s rarity attracts collectors and bridal buyers.
- Zircon’s brilliance positions it as a diamond alternative.
- Turquoise appeals to lifestyle-driven customers seeking heritage and color.
Whether for everyday elegance or statement fashion, these stones bring depth and diversity to your showcases.
Empower Your Gemstone Sales with RapNet
As the world’s largest diamond and gemstone trading network, RapNet connects you with thousands of verified listings, spanning Tanzanite, Zircon, Turquoise, and beyond. With trusted suppliers, transparent pricing, and cutting-edge search tools, RapNet gives retailers the confidence to source smarter, price accurately, and sell more effectively.
Ready to expand your gemstone business? Explore RapNet’s membership plans to access exclusive trading opportunities, verified suppliers, and real-time market insights, all designed to help you grow your colored gemstone sales with confidence.
RapNet FAQ’s
Is RapNet’s diamond trading marketplace only for natural diamonds?
Yes, RapNet’s marketplace is exclusively for natural diamonds.
Can anyone become a RapNet member?
No. All members are strictly vetted before joining RapNet. Applicants must provide proof of identity, a valid business license in the industry, trading references and invoices, and pass an OFAC compliance check.
Are there any trading commissions or transaction fees on RapNet?
No. RapNet operates on a commission-free model, meaning there are no hidden commissions or transaction fees when you buy or sell a diamond or gemstone, allowing you to maximize your profits.
Does RapNet offer the best wholesale pricing on diamonds, gems and jewelry?
With thousands of RapNet suppliers worldwide listing their merchandise, buyers can access highly competitive pricing on over 1.6 million diamonds, gems, and jewelry pieces.
The views and opinions expressed in this blog are those of the authors and do not necessarily reflect the official policy or position of Rapaport or any other Rapaport Group entity or service, its officers, directors or employees. Rapaport does not guarantee or warrant the accuracy or validity of any information presented by Rapaport or the views expressed therein.
