Ruby jewelry, with its deep red color and dazzling highlights, has been an object of desire for centuries. In fact, fine ruby gemstones can out-price diamonds on a weight basis. If you’re looking to source wholesale ruby rings, ruby necklace designs or other genuine ruby jewelry for your store, you’ll find you can readily buy online ruby jewelry or make contact with wholesale diamond and ruby dealers at jewelry trade shows. But first, here are some important points to know if you’re new to the ruby jewelry trade:

1. The redder and the clearer the ruby the more valuable the stone. Rubies can range in color from blood red to pale pink.
2. Ruby gemstones are routinely heat-treated to clarify the stones and enhance the color. That’s accepted even for fine, genuine ruby jewelry. But internal flaws in rubies may also be covered with glass or plastic fillers.
3. Synthetic rubies are grown in a laboratory and sell for less than natural ruby gem stones. Ruby jewelry dealers should disclose if they are offering synthetics for sale.
4. The best ruby gems come from Myanmar, governed by a notoriously oppressive government, and human rights groups have campaigned for a boycott of Myanmar rubies. Your customers may ask about the country of origin of ruby jewelry.

Action Steps
The best contacts and resources to help you get it done

Buy online ruby jewelry

The web is a handy place to comparison shop among wholesale ruby jewelry dealers.

I recommend: For a sense of the variety of makers of ruby rings, ruby earrings or ruby jewelry set designs, see Akiva Gil for elegant designs or Esslinger and Company for an emphasis on customer service or Variety Gem Co. Inc., a specialist in ruby engagement rings and diamond and ruby jewelry sets for weddings and anniversaries. Alamode Inc. is a large-scale jewelry manufacturer based in China. Find more dealers on the membership list of the Manufacturing Jewelers and Suppliers of America (MJSA).

Meet ruby jewelry wholesalers at trade shows

Small companies dominate the gem business and it can be hard to zero in on the right ruby jewelry supplier. Use jewelry trade shows to meet and get an impression of many ruby jewelry dealers.

I recommend: Look for wholesalers of ruby gemstones and ruby jewelry at these leading shows: GemFair, JA New York Shows, MJSA Expo New York and JCK Las Vegas.

Buy vintage ruby jewelry

Antique ruby rings or ruby earrings can be unique pieces with a special appeal to some buyers. Buy vintage ruby jewelry at auctions or through antique jewelry dealers.

I recommend: The Skinner auction house in Boston is renowned for its vintage jewelry sales. Lang Antiques in San Francisco carries an inventory of thousands of antique pieces, including ruby bracelet styles and ruby rings from all periods.

Don't get taken in by lower grade ruby jewelry

There's nothing wrong with dealing in synthetic ruby jewelry, as long as it's not presented as genuine ruby jewelry. A skilled jeweler can spot the differences. For natural stones, gem organizations can provide certificates of grading and authenticity, but you'll most likely find that only for the most expensive ruby gems.

I recommend: Geolite grows synthetic rubies in its lab. For an authenticity certificate stating that the stones in a high-end ruby jewelry set are not synthetic, see the American Gem Trade Association or the Gemological Institute of America.

Avoid 'conflict ruby' jewelry

With the press coverage of the Myanmar dictatorship after the devastating cyclone of 2008, ruby gemstones could become an international cause, following the lead of 'conflict diamonds'. Stay ahead of consumer concerns by insisting that ruby jewelry wholesalers guarantee the origin of their stones - Africa and North America are alternative ruby producers.

I recommend: Jewelry manufacturer Trigem Designs says it uses “fair trade gems”. Join the Jewelers Vigilance Committee to stay up on ethics trends in the industry.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Ruby birthstone jewelry makes an appealing store promotion -- July is the month for rubies.