Along with making toys, Santa’s elves are busy cutting diamonds.

Christmas is diamond season, and this weekend is the busiest time for sales.

“Right now, it’s crunch time,” said Amanda Bistodeau, a manager at Target in Winona. “Men come in and point and say ‘I want that.’”

At jewelry and department stores, male customers browsed Saturday, and most of them ended up making a purchase. At Morgan’s Jewelers, one man paced the jewelry case until he finally said, “I’ll have to go get her.”

Customers down the street at Holtan’s Jewelry & Gifts didn’t want to discuss their purchases, so as to not spoil the surprise. One man and his son bought a necklace while another man examined diamond rings with a magnifying glass, eyeing each stone’s facets.

Winona jewelers say business has been good this year. Jim Anderson, owner of Morgan’s, expects Christmas sales to be stronger than last year, despite his concern with the stock market and fuel prices. Holtan’s sales are comparable to other years, said owner Quinn Holtan.

At Target, Bistodeau has noticed her customers getting younger. “Tweenys” n or preteens — are buying jewelry for their girlfriends, she said.

Though a diamond is a classic gift, there’s something new each season.

This year, the diamond industry is pushing a pendant called The Journey. The S-shaped string of diamonds represents “love growing with time.”

The cut of the stone also changes each year in popularity.

Anderson said the traditional “round brilliant” cut is the most popular, with the square “princess cut” coming in a close second.

Picking the perfect diamond can be overwhelming. Like snowflakes, each stone is unique. And they come in all styles, cuts, sizes, weights and qualities. Some may have clouded areas, called inclusion, which takes away from the diamond’s quality, while some diamond seekers just go for size.

To help last-minute shoppers, Anderson said he begins by asking questions about “her” — her birthstone, favorite color, whether she prefers white gold or yellow gold, modern or traditional looks.

That may be the hardest part for a jewelry salesperson: to find the perfect match.

“If we can help them find it, it’s rewarding,” said JCPenney sales associate Arlene Kronebusch.

JCPenney has also sold a lot of Journey pendants thanks to heavy advertisement, Kronebusch said. “I’m just wondering what it’s going to be for next year.”