Should you stock tanzanite?

Calif.--The Tanzanite Foundation is teaming up with the Jewelry Consumer Opinion Council (JCOC) to gauge consumer desire for the gemstone.

Together, the foundation and the JCOC, a division of MVI Marketing Ltd., hope to measure tanzanite's desirability, its preferred look in jewelry and which retail outlets are best for carrying the stone.

Through doing this, the foundation hopes to help manufacturer members develop more U.S. retail business.

"Every retailer is interested in consumer research about their store(s) based on their customers," MVI Marketing President Liz Chatelain said in a media release. "Armed with current consumer research, the manufacturer members will be able to share the results with retailers across the U.S. and help them to build their colored-stone jewelry sales driven by tanzanite."

In addition to sharing the consumer information, MVI will work with the foundation's manufacturer members to develop the jewelry styles deemed in demand by consumers.

The foundation has eight manufacturer members, all with U.S. offices: A.G. Color Inc., Color Jewels, Intercolor, K.L. Tambi and Co., Paul Wild, Rare MultiColor Gems, STS Jewels and Tanzanite International.