Can a survey on rubies from army-ruled Myanmar do to ruby sales what even an Oscar-nominated movie couldn’t do to diamonds?

Perhaps not, considering more than half of all surveyed consumers did not know where most rubies come from, despite nearly half of them being interested in jewelry with the blood-red gems, according to this study by the Jewelry Consumer Opinion Council (JCOC), the consumer research division of MVI Marketing Ltd. The survey questioned 2,104 members between Nov. 29 and Dec. 10.

Famous for their red hue, more than 90 percent of the world’s rubies come from military-controlled Myanmar, where army rulers rely on sales of precious stones such as sapphires, pearls and jade to fund their regime. Rubies are probably their biggest earner.

After its rulers carried out a crackdown on a pro-democracy protest, jewelers including Tiffany & Co and Cartier have already boycotted rubies from Myanmar, formerly known as Burma.

Still, 57 percent of those surveyed by JCOC said issues in the country would not deter them from buying rubies, which are less expensive and nearly not as “high-end” as colored diamonds.

The movie “Blood Diamond,” starring Leonardo Di Caprio and nominated for five Oscars, was thought to raise awareness about conditions in diamond-rich Sierra Leone, but did not hurt jewelry retailers in any significant way.

About one quarter of consumers, however, said they will likely boycott stores that sold rubies from Myanmar. That could cause a dent in holiday jewelry sales, said Liz Chatelain of JCOC. 

According to Chatelain, colored gems account for 7 percent of precious stones’ sales, while rubies ring in about 2 percent of sales in the colored stones category.

Those who are do care would probably switch to other gems like pink sapphires, Chaterlain said. But consumers, already burdened by high food and fuel costs, a housing market swoon and a credit crunch, have planned to go easy with jewelry purchases this season. Will the survey make them sit up and take notice? Maybe holiday sales numbers will tell.

(Photo: Reuters)