Contact Us

Use the form on the right to contact us.

You can edit the text in this area, and change where the contact form on the right submits to, by entering edit mode using the modes on the bottom right. 


123 Street Avenue, City Town, 99999

(123) 555-6789


You can set your address, phone number, email and site description in the settings tab.
Link to read me page with more information.



Where you'll find brand announcements, styling tips and general musings


Stones and Crystals: Amethyst

Jana Gumovsky

Amethyst: Stone of Sobriety, Love and Protection

Amethyst Illustration by Alphonse Mucha from his Precious Stones Collection (1900)

Amethyst Illustration by Alphonse Mucha from his Precious Stones Collection (1900)

Shades of purple and deep violet have always been associated with royalty and maybe that's why I am so drawn to Amethysts. Or maybe it's the fascinating colour patterns in the stones that make them look like violet planets with gray clouds and lavender mountains, or even like whole purple universes. Whatever the reason, just by looking at Amethyst it's evident that it is no ordinary stone. 

Amethyst is a variety of Quartz, mined in many places around the world. Since antiquity, Amethyst has been a highly prized gemstone and up until the 18th century it was included in the list of most precious stones, along with diamonds, emeralds, sapphires and rubies. Being such an old and treasured stone, there are many legends associated with its origin. The word “Amethyst” is itself derived from the Greek word amethustos which means “not intoxicated” since the main special virtue of Amethyst is that of preventing drunkenness and overindulgence. No surprise then that most of its legends are associated with the god of wine. One such myth, penned by the French Renaissance poet Remy Belleau (1528–1577) tells the story of the creation of Amethyst. According to the poem, the Greek wine god Bacchus was pursuing a beautiful maiden named Amethyst, but she did not appreciate Bacchus’ advances and prayed to the Goddess Diana to remain chaste. The Goddess answered her prayer by turning the maiden into a beautiful white Quartz statue. Humbled by Amethyst’s desire to remain chaste, Bacchus spilled red wine over the statue as an offering, dyeing the clear stone a deep purple.

Since it was believed to curb intoxication, the Ancient Greeks and Romans studded their goblets with Amethyst stones or even crafted entire wine glasses out of Amethyst. The stone was also prized in many other cultures and time periods. During the Renaissance, Amethyst has stood for humility and modesty and throughout the ages, powerful and rich monarchs have used Amethyst as a symbol of royalty. Some Amethysts even decorate the British Crown Jewels.

Amethyst is also the stone St. Valentine since he was thought to have worn an Amethyst ring with an engraved image of Cupid. Also called the “couple’s stone”, it is believed that lovers wearing Amethyst will, over time, develop a deeper relationship, one that transcends the carnal union and instills a deeper connection.

This stone is a strong healer and protector, used to this day by many groups of people to shield them from harm and misfortune. Travelers would wear Amethyst to protect themselves against treachery and surprise attacks encountered while on the road and to alleviate homesickness. Ancient warriors used it as a protector in battle to steer clear of harm and to ensure victory over their enemies. Catholic bishops wore Amethyst in a ring to protect themselves from “mystic intoxication” and it is considered a defender against witchcraft and black magic.

Amethyst has a very high vibration so can be channeled to either soothe or stimulate effectively. Its energies shield against psychic attack, which is malevolent thoughts or feelings toward another person that can manifest in illness or disruption in the targeted individual’s life. Psychic attack can occur due to jealousy, anger or wishing harm on another. Amethyst acts like a negativity filter, transforming negative energies into love and then sending the new positive energies back into the universe.

Amethyst is highly beneficial to the mind – it strengthens the imagination and intuition, enhances memory, improves motivation, facilitates the decision making process and helps you channel your thoughts and ideas in order to streamline the process of bringing projects to fruition. Considered a talisman of focus and success, it is thought to render men shrewd in business matters, calm angry temperaments and give advantage in situations where debating is required (making it a great talisman for business people, diplomats and politicians).

Called the “All-healer”, Amethyst is one of the most effective crystals used for healing people and even plants and animals. It calms and soothes the mind, relieves OCD tendencies and hyperactivity, eases headaches and migraines, reduces pain, and curbs cravings. Amethyst also dispels anger, fear, rage and anxiety. Placing Amethyst under the pillow before sleep cures insomnia and stimulates pleasant dreams. Along with many other healing properties, the therapeutic uses of Amethyst have a long and well-documented history. Spiritually, Amethyst’s high frequency purifies the aura of any negative energy and creates a shield of Light around the body.

Amethyst is a stone with a strong, focused energy and is especially beneficial worn over the throat or heart. It can be used as a talisman for many different purposes, but whatever the reason behind wearing Amethyst it is a beautiful stone with rich history and a positive, healing energy.

MARGO Bodychain in bright silver with round Amethyst

MARGO Bodychain in bright silver with round Amethyst

MARGO Bodychain

MARGO Bodychain

MARGO Bodychain in dark silver with round Amethyst

MARGO Bodychain in dark silver with round Amethyst

nasa universe violet