Ongolo Proud African

Coloured gemstones knocking diamonds off their perch

10 September 2020

Diamonds may last forever but consumer tastes have noticeably pivoted towards coloured gemstones. This shift was initially driven by the continued high prices of natural diamonds which inspired consumers to look for more affordable, high quality options. Gemstones have opened up a range of possibilities for jewellers and attracted new customers, particularly Millennials who were born in the era of blood diamonds. High quality gemstones are found in Latin America, Asia and Africa, where Zambia’s reputation as a producer of some of the finest gemstones is growing.

The traditional engagement ring | ONGOLO
The traditional engagement ring

The traditional diamond engagement ring favoured by Baby Boomers and Gen Xers is being shunned by Millennials

Coloured gemstones | ONGOLO

Eleora Gems’ main client base is in Zambia and they have clients in the US, UK and Japan who were introduced via word of mouth. Business has boomed as they have a reputation for delivering quality products and have built trust with their clients. The average client spends between $500-2,000 which has made quality jewellery affordable, especially for Millennials.

Eleora Gems makes a wide selection of engagement rings to suit their clients’ tastes. 

Peridot ring
Eleora-designed Peridot ring set in white gold

Eleora Gems is now a well-established business that is changing the perception that products made in Zambia and from Africa are of an inferior quality compared to products made in the developed world. To prove this promise, Muloongo Muchelemba commissioned a special piece to mark her mother's 70th birthday in October 2020 and was not disappointed with the results.

Ulupwa necklace Founder, Muloongo Muchelemba, commissioned this necklace for her mother's 70th birthday. Each stone represents the birthstones for her father, mother and siblings hence the name Ulupwa, which means Family[/caption]



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