Rubies are more than beautiful. They are powerful sales drivers. As July’s birthstone and one of the most recognisable coloured gemstones, rubies offer strong margins, high perceived value, and timeless appeal.

But not all rubies are created equal. From sourcing to cut, colour to commercial value, here’s what jewelers should know when working with rubies.

What Makes a Ruby a Ruby

Rubies and sapphires come from the same mineral, corundum. The difference lies in the colour. Only red corundum is classified as ruby. That deep red comes from chromium, which also causes the stone to glow under UV light.

If the stone leans too pink or orange, it is classified as a sapphire instead. This distinction has a direct impact on pricing, demand, and how the stone should be presented to clients.

Trade Tip: Always check gem reports for precise colour classification. Even a subtle hue difference can affect value.

Ruby Origins and Why They Matter

Origin plays a key role in both pricing and storytelling. While Burmese rubies are still considered the most prestigious, rubies from Mozambique have grown in demand due to strong supply and consistent quality.

Common ruby sources include:

• Myanmar (Burmese): Deep, rich red with high prestige
• Mozambique: Excellent colour with better availability
• Thailand and Sri Lanka: Good for smaller sizes and calibrated stones
• Madagascar and Afghanistan: Emerging sources with growing relevance

Tip: Rubies are around 30 times rarer than diamonds. Highlight this to position ruby as an exclusive and investment-worthy stone.

What Sells: Shapes, Sizes, and Trends

Rubies are cut to maximise colour and retain weight. The most commercial shapes include:

• Ovals for timeless, elongated proportions
• Cushions for a balanced, rich face-up look
• Cabochons for star rubies and vintage-style designs

With a hardness of 9 on the Mohs scale, rubies are suitable for daily wear and make excellent choices for engagement rings, signature pieces, and heirloom jewellery.

Sales Angle: Market rubies as both durable and luxurious. They’re beautiful and practical.

Special Features: Fluorescence and Star Rubies

Chromium not only gives rubies their red colour, it also causes many of them to fluoresce under UV light. This glow creates a unique visual effect in-store and can help differentiate genuine stones from synthetics or simulants.

Some rubies also display asterism, a six-rayed star effect visible under direct light. These rare stones are highly collectable and typically cut as cabochons to enhance the optical phenomenon.

Tip: Keep a UV light in your showroom to demonstrate fluorescence. It adds excitement to the sales experience and builds buyer confidence.

Spinel vs Ruby: Know the Difference

For centuries, red spinel was mistaken for ruby, including in royal jewellery. The Black Prince’s “ruby” in the British Imperial State Crown is actually a spinel.

Today, gemologists distinguish the two by hardness, refractive index, and crystal structure. While spinel is beautiful in its own right, rubies command higher prices due to rarity, demand, and reputation.

Tip: Educate clients on the differences. Transparency helps justify price points and builds trust.

Sourcing Rubies with Nivoda

Nivoda makes ruby sourcing simple, scalable, and profitable. Whether you’re after untreated Mozambican stones, calibrated ruby melee, or star rubies for a custom commission, we offer direct access to the global supply.

• Filter by origin, treatment, cut, and price
• View certificates, videos, and real-time stock
• Use memo options to showcase stones before committing
• Let us handle shipping, customs, and logistics

Tip: Stock up for July or browse all year round. Our ruby offering covers a wide range of needs, from boutique retail to high-volume manufacturing.

Final Thought: Why Retailers Should Love Rubies

Rubies are timeless, rare, and incredibly versatile. From birthstone gifts to investment pieces, they offer strong emotional value and commercial potential. Their hardness and vivid colour make them a standout choice for rings, pendants, and one-of-a-kind commissions.

Whether you’re preparing for July or simply building a more dynamic coloured gemstone offering, rubies deserve a key place in your inventory.

Explore Rubies on Nivoda

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