Long before gems were worn merely for adornment, they were revered for their mystical attributes. Certain gems and colors are known for inspiring everything from passion and lust to faithfulness and commitment. (See: www.agta.org )

Take ruby, this hearty red gem was thought to attract and maintain love. Also a sign of passion and virility, ruby arouses sexual desire. Pearls are considered an aphrodisiac, too. Cleopatra was said to have dissolved a pearl in wine to seduce Mark Antony. Other symbolic gems like sapphire inspire sincerity, faithfulness and truth; emerald protects relationships; garnet reinforces true devotion; and aquamarine reawakens love in long-married couples. St. Valentine was even believed to have worn a ring set with an amethyst, February's birthstone, carved with an image of Cupid.

But instead of just wearing your gemstone as a talisman, today's gem savvy jewelers offer myriad ways of saying "I love you" in creative jewelry designs. Several AGTA-member jewelers offer a glimpse of some of the many gem-encrusted baubles expected to win hearts this Valentine's.

Fortunoff's, based in Westbury, NY, is featuring a heart-shaped multi- gemstone bracelet in 14k white gold, multi-gemstone flower necklace with diamond accents, a flex-bracelet encrusted with small gems, and a variety of ruby and amethyst jewelry including heart-shaped stud earrings.

"People are looking to add more color to their lives, God knows we need it," says Arlene Putterman, vice president of public relations for the five- store jeweler. "When you look to trends in fashion for the spring/summer season, it's all about bright colors and interesting combinations and now is the time to buy the jewelry that will go with it!"

Gem-set jewelry is also a great choose for the man in your life, notes Putterman, in the way of cuff links and tie tacks that add a splash of color and personality to any suit.

Eve Alfille of Eve Alfille Designs in Evanston, IL, created a variety of beautiful gem bead necklaces, ear drops and bracelets for the occasion in delectable designs and colors. Gem beads were very popular for Alfille this Christmas and she expects the trend will continue.

Similarly, Becky Thatcher of Becky Thatcher Designs in Glen Arbor, MI expects her coral and pearl necklaces to be a hit. She uses a range of freshwater pearls in them -- some combined with aquamarine.

"It feels fresh to have a lighter romantic palette to offer this time of year," says the owner of the three-store jeweler. For customers looking for something more traditional, Thatcher will also have designs using one of her favorite gems -- bright red to red-orange spinel.

With the range of gems available, you don't have to break the bank to find the perfect piece to wow your sweetheart. From below $100 to $1,500 and more, the price range is as vast as the options. To find an AGTA-member jeweler or information about gems and AGTA, check out www.agta.org .