Capitalizing on the growing popularity of natural, organic, and eco-friendly lifestyles, the “earthy” look has become all the rage. Whereas in years past, fine jewelry customers might have turned up their noses at natural color diamonds and rough cuts, both the red carpet and the runway have made these styles ultra glamorous.

“I think what has happened is that there has been an education process—not only for the retailer but also for the consumer,” explains the Jewelry Information Center’s director of media and special events, Helena Krodel. “Instead of wondering, ‘How many carats would be if it were cut?’ jewelry aficionados are thinking, ‘This is a beautiful stone and this is how it should be.’”

Of course, their desirability is only enhanced by their rarity. “Uncut diamonds are hard to come by because a cutter may buy a diamond at $1,000 per carat and facet it to sell it at $4,000 per carat. Even though he will lose 20% to 40% on the weight, it is still great business math,” says Manos Phoundoulakis of My Jewelry Guru. “As people in the know learn how rare these are, it makes them want them even more.”

“It makes perfect sense when you look at what’s happened in the economy and environment,” says Krodel. “You want something that’s going to last for generations to come and will have value, but doesn’t look too flashy.”

Phoundoulakis agrees, “People on the forefront of fashion trends have lost interest in the same look and are now looking for unusual, different fine jewelry. The defining point is that it still needs to be ‘fine’ jewelry.”

Natural color diamonds are a perfect fit for 2010’s fashion trends. Fashion, color, and trend forecaster David Wolfe of Doneger Creative Services insists on the importance of “using color with color” and Pantone’s Laurie Pressman agrees. “Colors will need to complement apparel by using subtle color differences and see-through color effects,” she says.

The “softened brown” and “warm grey” of Spring ‘10, as predicted by Lilly Berelovich of Fashion Snoops, will be a perfect complement to the tawny tans and smoky slate of these unusual stones. So, get ready to start spotting:

• Unevenly faceted faces;
• Oval and rounded silhouettes;
• Cocktail rings in big, unusual shapes;
• Multicolored and “mismatched” earrings and pendants;
• Burnished metals and blackened settings; as well as
• White pavé surrounding natural color diamonds.  JQ