Amethyst stands proudly among the world’s most precious gems, sharing its noble heritage with diamonds, emeralds, rubies and sapphires in the Cardinal Gems collection. This majestic purple crystal adorned royal crowns and ceremonial pieces until the 19th century, before South American mines revealed their abundant treasures.
Our London studio crafts stunning pieces showcasing amethyst’s remarkable range — from deep royal purple to delicate violet hues.
How to Choose an Amethyst: A Jeweller’s Perspective
In our studio, I often get asked why some amethysts look almost black while others are a pale lavender. As a jeweller, I look for what we call ‘colour zoning’ and ‘saturation.’ For our handcrafted collections, I specifically select stones that have a ‘Velvet’ purple hue. These gems have a depth that catches the light beautifully, often showing tiny flashes of rose-red or indigo.
When you’re choosing an amethyst, remember that ‘darker’ isn’t always ‘better’ — it’s about the vibrancy and how the light travels through the unique facets of the cut.
This February birthstone carries ancient Greek wisdom in its very name — “amethystos,” meaning “not intoxicated.” Greek nobility prized these crystals, believing they granted clarity of mind and protection from wine’s influence. The wine god Bacchus himself cherished this remarkable stone.
Ancient Powers Within Our Purple Gem
Egyptian artisans shaped these royal purple gems into sacred amulets as early as 3000 BCE. Their mastery lives on in treasures like Tutankhamun’s amethyst scarab bracelet, discovered pristine in his tomb.
Greek merchants understood the stone’s subtle influence, carrying amethyst during trade negotiations for peace of mind and diplomatic clarity. Their appreciation ran so deep, they fashioned drinking vessels from pure amethyst crystal, trusting its protective qualities.
Medieval knights brought fresh meaning to our beloved gem. These warriors chose amethyst amulets as companions in battle, believing the stone’s clarity would guide their decisions. The purple crystal’s noble standing peaked when Charles II crowned his jewels with amethyst in 1660.
Saint Valentine’s own ring tells perhaps the most enchanting tale in our gem’s history. Legend speaks of his amethyst ring bearing Cupid’s image, perfectly capturing Medieval romance’s pursuit of pure love.
Contemporary Amethyst Collections
The purple depths of amethyst shine brilliantly across our modern collections. Each handcrafted piece celebrates this noble gem’s versatility, from delicate sterling silver earrings to bold statement necklaces. Nature’s artistry reveals itself through amethyst’s spectrum — gentle mauve to deep reddish purple hues grace each piece.
Caring for Your Amethyst: An Insider Tip
Because I want your jewellery to last a lifetime, there is one insider secret you should know about amethyst: it is a bit of a sun-seeker, but too much can be a bad thing. While it’s a hardy 7 on the Mohs scale, prolonged exposure to very intense, direct sunlight can cause the purple to fade over many years.
My advice? When you aren’t wearing your amethyst rings or necklaces, keep them in their Nude Jewellery box. To clean them, skip the harsh chemicals — a gentle soak in warm, soapy water and a very soft brush will keep that royal purple sparkling perfectly.
Amethyst in 2026: How to Wear It Now
This year, we’re seeing a move away from traditional, heavy settings. The trend is all about unusual, sculptural designs that let the stone breathe. Our customers are currently loving the contrast of deep purple amethyst set against our organic silver and gold collections — giving this ancient Cardinal Gem a contemporary, edgy feel that works just as well with a casual outfit as it does for a February wedding.
February Birthstone: A Royal Legacy
February’s birthstone carries royal heritage, spiritual wisdom, and contemporary elegance through expert craftsmanship. The purple depths of these precious stones offer remarkable qualities — crystal-clear thinking, spiritual protection, natural harmony — recognised by master jewellers through the ages and confirmed by modern gem science.