If you've managed to avoid jewelry advertising this holiday season, you must not watch TV, read newspapers or magazines, or go outside -- because it is everywhere.

There are only 10 days left before Christmas, and consumers are under pressure to buy expensive twinkling gifts intended to "show her how much you love her."

While many women would agree that jewelry makes a perfect gift, there are numerous stores to choose from, and very little time to make a decision.

Here are some ideas to help make "bling" shopping easier.

If the gift recipient follows clothing trends religiously, she may enjoy the latest and greatest in jewelry trends as well.

Jewelry shop for the holiday. Co-owner Kateri Genna of Genna Jewelers shows some of the gold jewelry available at he store at 4711 NE Babcock St. in the Palm Bay Shopping Center. Tim Shortt, FLORIDA TODAY

In recent years, retailers have pushed the three-stone Past, Present, Future arrangements and diamond circle pendants.

But, this year, it's all about the Journey pendant.

"The message of the Journey necklace is 'with every step you take, love grows,' " said Peter Genna, owner of Genna Jewelers in Palm Bay. "It has been doing very well this year."

Journey pendants usually contain graduated diamonds in a wavy vertical setting.

Other popular jewels have been those with vibrant combinations of colors.

"We have selected unusual-cut gemstones, and designed many styles with mixtures of colors," said Gale Kempf,
co-owner of Kempf's Jewelers in Indialantic. "Our peridot and amethyst pieces have been some of the most popular combinations."

Trends aside, what is a classic piece of jewelry that almost always makes a great gift?

"A pair of diamond stud earrings," Genna said.

How to buy a diamond

Diamonds come in all shapes, sizes and colors, and some stand out more than others.

To ensure a decent-quality diamond, consumers need to remember four words: carat, clarity, color and cut.

"One of the most important features is going to be the cut, because that is the only human contribution to a diamond," Genna said.

The more precisely a diamond is cut, the more radiant it will appear.

Genna Jewelers is among the jewelry stores in Brevard County that carries Hearts on Fire diamond collection, which is marketed as the "world's most perfectly cut diamond."

When viewed through a microscope, a Hearts on Fire diamond displays symmetrical heart-shaped cuts surrounded by tiny flame-shaped bursts. Hearts on Fire diamonds generally are more expensive than other brands of diamonds, primarily because of exclusivity.

If more luxurious diamond brands become costly, there still are ways to find head-turning rocks.

When out shopping, Genna recommended that customers ask to see diamonds falling within a VS2 to SI2 clarity range, and within a G to I color range.

One-carat diamonds falling within these perimeters can range from $4,500 to more than $7,000, depending on the perfection of the cut.

Another thing to remember before making a diamond purchase is that good jewelers should be able to answer any questions and demonstrate the quality of their diamonds with magnifying tools.

At Genna Jewelers, customers can both look through a microscope and focus a special camera on a diamond to view it on a 42-inch flat-screen television.

Also, look for jewelry stores certified by the American Gem Society.

"Being an AGS store guarantees consumer protection in the highest ethical standards," said Genna, who is certified by AGS.

Kempf also is certified by AGS.

"When purchasing that special engagement ring or any fine piece of jewelry, it is important to know your jeweler," Kempf said. "As an American Gem Society member, we are dedicated to protect the consumer."

Metal choices

Diamonds and other stones are not jewelry until they are placed into a wearable setting, so it is important to know what settings are made of.

Gold -- both yellow and white -- is the standard.

"All gold comes out of the ground," said Maurice Sivley of M&M Custom Jewelry in Satellite Beach. "The only difference between yellow and white gold is that it is made with different-colored alloys."

What does make a difference in gold, however, is karats.

The standard in the United States is 14-karat, which means 58.5 percent of the piece is pure gold. Ten karat gold is 41.6 percent pure gold; 18 karats are about 75 percent; and 24 karats contain the highest percentage, 99.9 percent.

The more karats, the softer the gold, so, sometimes, it's wise to opt for 10-karat gold rings, bracelets or other pieces of jewelry that get a lot of wear.

It may be hard to find however, as some higher-end jewelry stores carry mostly 18 karat gold and above, Sivley said.

All gold tarnishes over time, but the wearer determines how much it tarnishes.

"It depends on your body chemicals, and the kinds of hairsprays and products you use," Sivley said. "I've seen people who can wear sterling silver that never tarnishes."

For those who don't want to take the chance, platinum is a popular choice, but much more expensive.

"It's just that rare," Sivley said. "It weighs twice as much as gold."

The tougher pearl

With pearl jewelry, there are two options: freshwater or saltwater.

In a nutshell, saltwater pearls are more rare, and, accordingly, pricier.

This does not mean freshwater pearls are worthless. In fact, they may be the better choice in the long run.

"Cultured freshwater pearls are much more durable," Genna said. "If you drop a strand of saltwater pearls, you can actually crack them."

Freshwater pearls usually are white with rose overtones. Saltwater pearls can be white or black.

"Both freshwater and saltwater pearls are strong in fashion today," Kempf said. "Their versatility appeals to women of all ages, and may be worn for all occasions."

There are men who wear jewelry, and there are men who do not.

Some keep it to a minimum by sporting only a wedding band and watch. Others are gold-chain guys.

For those who go beyond the basics, there are some new fashions to look for.

"I've seen a lot of men's rings in rose gold," Sivley said. Rose gold has a reddish tint.

"Titanium engagement rings is good for guys," Genna said.

Genna sells men's rings by Edward Mirell, a titanium designer.

Despite common belief, Genna said, men's rings don't always have to be big and chunky.

"Men's jewelry is starting to catch up with fashion," he said.