I don’t know if this idea is financially viable for you, but I thought it might be nice to have a percentage of gem sales during the holiday season go toward a charity benefiting people in developing nations (i.e. Heifer International, etc.). Not only would this keep in the holiday spirit of giving in a very real sense, but it would also likely result in a boost in gem sales that would more than compensate for the amount that you gave to charity. Moreover, your image as a company would get a good publicity boost. It’s worth considering.
Happy holidays, folks.
edit: just realized this topic should probably go in the BLTP category; sorry, feel free to move it.