As a jewelry business owner avoid using technical terms to customers. Here I am not talking to gemstone sellers.
When a customer comes to your jewelry store for the purpose of buying jewelry, the best you can do is asking what exactly the customer wants. Then provide with jewelry that has a gem that can stand sunlight and chemical such as toilet soap.
If the jewelry you are selling is fade easily, you don’t have to explain about “tone, hue or saturation”. Just say this gem has not been treated or treated. Remember you are selling jewelry, all you need to do is use a “word picture” for a customer to understand.
If you are selling a jewelry with “phenomenal stone, the best you can do is to show the customer the drama of the gem. No need to give details of the gem composition, or why the sapphire changes color. If you are selling a blue sapphire you don’t have to say that this stone has iron and titanium. Be reminded you are selling jewelry no need to give “gemological terminologies” , just say blue color is one of the attractive colors and is a business color.
Sometime you may come across a customer who knows what he is looking for. “ I need a ring with pink gemstone, which I will be wearing more often” your answer should be “we have ‘fancy sapphire’ or ‘fancy diamond’
You can use the name of a country or a city to explain the durability of the gemstone, for instance;
Precaution, do not give details of a city or country if you are not sure where the gemstone comes from (origin). Remember in gemstone and jewelry business integrity is very important for sustain customers.