What happened last week while you were staying in Vegas? For one, JA and AGTA announced that spinel has joined the official list of birthstones, pairing up with peridot for the month of August.

Las Vegas-- Here are the top five stories published on NationalJeweler.com for the week of May 29 to June 4, according to Google Analytics.

1. Selling to a Generation Not Interested in Possessions
Just having a regular retail space is not going to cut it today, retailer Jim Alperin wrote in his latest column. Jewelers need to figure out how to turn their store into an experience.

2. The Real Reason People Buy Jewelry
In this blog entry posted in the midst of Vegas madness, Editor-in-Chief Michelle Graff reminded jewelers what they’re really selling when they sell jewelry.

3. Forevermark Bringing ‘Ever Us’ Into Holiday Ad Campaign
De Beers announced during Las Vegas market week that its holiday marketing campaign will aim to drive consumers into stores through product-specific advertising featuring two-stone jewelry.

4. JA, AGTA Add Spinel as August Birthstone
The two organizations will introduce the addition to consumers next month via a public relations and marketing campaign led by Jewelers of America.

5. ‘Aurora Green’ Diamond Sells for $16.8M at Christie’s
Chow Tai Fook bought the 5.03-carat fancy vivid green diamond, and it is now the most expensive green diamond ever sold at auction.

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Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.