Engagement rings with colored stone centers have been discussed in bridal off and on for years, and Ross-Simons’ latest move aims to drive to home the idea among its price-conscious jewelry shoppers. The Cranston, R.I.–based jeweler—which boasts 14 stores, an e-commerce site, and a catalog business—debuted its Gemstone Engagement Ring Collection this week.

Ross-Simons acknowledged that while “diamond engagement rings are traditional, precious gems such as sapphires, rubies, emeralds, amethysts, aquamarines, morganite, and black diamonds are emerging as fashionable choices,” according to a press release.

Continued president and CEO Darrell Ross: “A gemstone engagement ring reflects one of the most exciting and dramatic new trends in jewelry today. It’s a very modern approach to bridal jewelry, with tremendous color, size, and design options. Best of all, gemstone engagement rings are truly affordable.”

The colors the jeweler is promoting include blue sapphires, purple amethysts, pale blue aquamarines, pink morganite, rubies, emeralds, black diamonds, and even cubic zirconia.

JCK