The American Gem Trade Association (AGTA) and Rio Grande Jewelry Supply have launched a joint effort to promote each other’s businesses and activities.

The agreement calls for Rio Grande, part of Warren Buffett’s Berkshire Hathaway, to offer its customers an expanded selection of ethically sourced gemstones, AGTA said Monday. Meanwhile, AGTA will support Rio Grande’s client base by promoting education, disclosures and industry standards.

Rio Grande, based in Albuquerque, New Mexico, will also promote AGTA-branded gemstones, prioritize the association’s vendors, and encourage AGTA membership among its suppliers in the US and Canada. Rio Grande’s retail jeweler clients will receive exclusive membership opportunities.

“We see our new strategic relationship with Rio Grande as an opportunity to expand the knowledge and demand for ethically sourced and properly disclosed gemstones,” said AGTA president Kimberly Collins. “Our goal is to offer Rio Grande customers the finest gemstones and the peace of mind an AGTA-sourced gemstone represents.”

The announcement comes ahead of the AGTA GemFair Tucson, which begins Tuesday at the Tucson Convention Center and runs until Sunday.

Image: A sapphire engagement ring. (Shutterstock)