There’s a sense of well-being when working with a jeweler who has gained your confidence when making an investment in a beautiful piece of jewelry, whether it’s for yourself or a gift for a loved one.

Every business — whether it’s through the use of words, imagery, or a combination of the two — seeks to create dramatic effect (i.e., grab or divert attention from one thing to another) when positioning itself in the marketplace of goods and services.

Among the most colorful of the birthstones, amethyst features a wintery purple complexion that befits its inclusion as February’s sparkling designation. Because this month is often cold and dark in many parts of the United States, this is the perfect stone for those seeking some warmth and color.