What goes behind Tanzanite's popularity, can other color gemstone follow the same suit?

Considering hardness of 6-7 of zoisite gemstone species, Tanzanite's overall criteria is undeniably behind the king and queen of gems, namely Emerald, Ruby and Sapphire whoese hardness is up to 9. Nevertheless, its name is made known to many jewelry lovers acorss the continents. So, is it the stone itself that is outstanding or becasue the powerful New Yor Jewlery, Tiffany &Co.'s decistion in  picking this stone for their stores?

It was only for the last 30 years that Tanzanite has emerged and later created this meteortic surge in popularity and take the gem world by surpirise and becoming Amercia's #1 Selling gem after blue sapphire.

It would be an incomplete to dismiss the reason of its popularity  to the stone characteristics alone. Though it is a known fact that many western nations adore blue and this intense purplish blue Tanzanite easily caught attention among this group. Yet, without the Tanzanite Foundation's numerous campaigns and actitivities, or NY Jeweler Tiffany & Co.'s huge sum, galmourous advertising campaign, it is doubtful that this gemstone would have made it this far in the gemsotne industry.

For instant , managing director of Tanzanite Foundation, Court, stated, " Tanzanite is 1,000 times rarer than diamonds." But guys!, many gemstones dealers are more than aware that there are many color gemstones rarer than diamonds. To find the same 4 Cs quality in huge number is not an easy task if ever possible; unlike diamonds. And the fact that diamond fetch high prices with utmost popularity around the world has to do wtih 80 % of diamonds own by Dee Beers. Also, by looking at its expenditure figure on advertising campaign will also offer a good explanation here as well.

Hence, with so many words, the thought is that: Will the big brand names and orgnizaitons can in fact uplift and brighten some other color gemstones? Can any advertising or educational campagins ever possibly result in country like China turns on towards Ruby the same way as they would towards jade or diamond??..