AGTA Tucson 2026: What Resonated and What's Next
Tucson has always been where the industry comes together to take stock of what’s happening now and what’s coming next. This year, the conversations were more focused. Less about reacting to what’s trending and more about making decisions that would hold up over time.
This year, the focus shifted from people asking us “what's trending” to designers coming to the booth already having made deliberate choices about what theyre looking for.
What Resonated This Year
Designer’s Corner stood out as a place for meaningful sourcing conversations! Designers were asking how to get from idea to execution, how to refine a vision without overcomplicating it, and how to feel supported without being boxed in. That desire for flexibility paired with guidance showed up again and again.
Our curated corner answered many of those questions by offering custom cutting, which sparked a lot of interest, along with a fair amount of hesitation. Many clients were excited to learn that custom cuts were an option, but cautious because it felt unfamiliar. What helped bridge that gap was our ability to show consistency. Being the only ones with a sample box that directly mirrors our factory made the process tangible. Clients could see, choose, and communicate with confidence, knowing what they picked could be reproduced reliably.
American mined stones, especially through The American Vault, continued to draw interest. Clients were looking for material that carried a clear story and dependable supply. The appeal wasn’t just origin, it was confidence. Knowing where stones come from, how they’re sourced, and how they can be integrated consistently into collections mattered, and knowing that they’re tariff-free was a big deal. Montana sapphires confirmed what we anticipated. The blues are working. Clients responded immediately to the display, gravitating toward the range of tones and the balance between classic and more expressive cuts. It wasn’t just the color, but how accessible and usable it felt.
Montana Sapphire Rounds 6mm
(See More Photos of our Montana Sapphire Display Here)
Color continued to tell a clear story this year. Spessartite performed exceptionally well, particularly in mandarin and Fanta orange tones. There was strong demand for stones that felt saturated, joyful, and bold. Pink Sapphire, as well as Pink Spinel, also stood out as a clear favorite, reinforcing how much designers are leaning into expression through color right now.
Spessartite Display at Booth 822
Pink - Orange Sapphires Mixed MM
Finally, another interesting insight came from conversations around the upcoming Chinese New Year. Red remains culturally significant and highly desired, but rising prices are shifting buying behavior. Purple garnets emerged as a compelling alternative, offering strong symbolism at a more approachable price point. Clients specifically noted a preference for fuller, squarer silhouettes, with large square cushions drawing particular attention.
What Tucson Confirmed
Zooming out, Tucson reinforced a few core truths about the market.
Designers want freedom, but they don’t want to figure everything out alone. They value guidance that respects their vision.
Manufacturers want confidence. Confidence in color, in supply, and in the ability to repeat results without surprises.
Retailers want stones that are easy to work with and easy to explain. Clear stories, consistent offerings, and palettes that translate smoothly from sourcing to sales floor.
Across all groups, there was a shared desire for tools and systems that reduce friction and make collaboration feel simpler, not more complex.
What We’re Building Next
These conversations are actively shaping how we move forward at Prima.
We’re continuing to expand Designer’s Corner with deeper curation and clearer sourcing pathways that meet clients where they are, whether they’re developing a single custom piece or planning production at scale.
Our mining programs will continue to grow with a focus on consistency, transparency, and long-term usability.
We’re refining how we present color palettes and calibrated offerings so designers and manufacturers can make decisions with confidence and clarity.
And we’re investing in better tools and resources that support our clients beyond the show floor, ensuring that what starts in Tucson carries through to execution.