The word diamonds usually evokes mental images of glittering, pure pieces of Earth — glistening and twinkling differently at every angle. In the right light, these wonderfully colorless diamonds are picturesque and somewhat miraculous; but natural color diamonds boast a distinguishing intrigue with higher margins than their icy, white counterparts.

Although natural color diamonds are slightly unconventional, they have numerous benefits for retailers and clients alike.

While white diamonds are more common in retail stores, they often deliver low margins because of the rigid pricing structure due to consumers’ familiarity with the product, said Michael Hakimian from Almor Design during a seminar at the Jewelers of America education program at the JA New York show.

Carrying pieces that feature natural color diamonds provides benefits for retailers and consumers including:

One-of-a-kind rarity – since there’s an abundant amount of possible hues in the spectrum of natural color diamonds, each stone feels completely unique.

Allure of luxury – due to the popularity of colored diamonds among celebrities, a majority of consumers equate natural color diamonds with opulence.

Affordability – since natural color diamonds are not as popular as white diamonds, carrying natural color diamond jewelry allows retailers to offer their clients beautifully lavish pieces that won’t break the bank.