Why Removing the Retail Markup Changes Everything in Gemstones and Jewelry

Quick Summary:

Most retail gemstone prices include a 300–400% markup that never goes into the stone itself. By sourcing gemstones closer to the mine—through Bangkok and New York—buyers can acquire larger, higher-quality, ethically sourced, investment-grade gemstones at true market value while supporting artisanal miners directly.

The Hidden Truth About Retail Gemstone Pricing

Here’s a fact most buyers never hear:

Roughly 75% of the price paid for a gemstone or jewelry piece at retail does not go into the stone itself. It goes directly into the retailer’s pocket.

This is the uncomfortable reality of the traditional gemstone business—an industry largely built on the labor of artisanal miners working in remote regions, while the majority of value is captured at the retail end of the pipeline.

What Happens When You Remove the Retail Markup

Now imagine something simple.

Take that 300-400% retail markup and put it into the gemstone instead. When you purchase a gemstone directly through the dealer who represents the miner, here’s what happens:

• You get a much larger, better-quality gemstone in your jewelry

• More money goes back to the miner and their family

• You avoid the 300–400% retail markup entirely

Nothing complicated is happening.

You’re simply redirecting money from markup to material.

Why Buying Closer to the Source Matters

Geography matters in gemstone sourcing.

I maintain offices in Bangkok and New York because this is where important gemstones trade closest to the source.

• Bangkok is the global hub where most rubies, sapphires, and emeralds are cut, priced, and exchanged between professional dealers.

• New York remains the primary Western center for serious gemstone transactions.

Buying here means purchasing as close as possible to mine-to-market, rather than at the retail end of the supply chain.

A Better Gemstone — And a Fairer Outcome

Eliminating retail markup doesn’t just benefit the buyer.

It creates:

• Better-quality gemstones

• Fairer, transparent pricing

• More income flowing back to miners and local communities

This is what ethical gemstone sourcing looks like in practice—not marketing slogans, but structural change.

Changing the Way Important Gemstones Are Bought

My work is straightforward.

I help clients acquire investment-quality gemstones and jewelry:

• At true market pricing

• With multi-lab certification (GIA, AGL, Gübelin, SSEF)

• Full transparency

• And a 30-day money-back guarantee

No boutique illusion.

No inflated pricing.

Just better gemstones—purchased as close as possible from mine to market.

👉 Explore how this works at  GemstoneSafari.com

Frequently Asked Question

Who actually finds most gemstones?

Most gemstones are discovered by artisanal miners working in remote regions using hand tools and traditional mining methods.

How much of a retail gemstone price is markup?

Typically around 75%, and often more in luxury retail environments.

What happens when that markup is removed?

That money goes directly into the gemstone itself, resulting in larger size, higher quality, and better value.

Does buying closer to the source really make a difference?

Yes. Buying closer to the mine offers better pricing, transparency, and fairer outcomes for miners and buyers alike.

Why are Bangkok and New York important for gemstone buying?

Bangkok is the global hub for cutting and trading colored gemstones, while New York is the primary Western center for serious gemstone transactions.

ABOUT THE AUTHOR

Joseph Schall is a GIA-certified Gemologist with over 32 years of experience in the global gemstone industry. As the founder of Gemstone Safari, he helps collectors and investors acquire investment-quality Rubies, Sapphires, and Emeralds directly from top dealers in Bangkok and New York—eliminating retail markups and ensuring ethical, transparent sourcing.

ABOUT THE BRAND

Gemstone Safari is a private gemstone sourcing and concierge service specializing in mine-to-market acquisition of investment-grade gemstones. Operating in Bangkok and New York, Gemstone Safari provides direct access to connoisseur dealers, multi-lab certification, ethical sourcing, and luxury, personalized guidance—helping clients bypass retail markups and acquire exceptional gemstones at true market value.