Jadeite is becoming increasingly popular as designs get more edgy and various colours are used

It's time to cast offyour jaded beliefs about jadeite. Formerly known as an "old lady" stone and worn as a simple bangle to ward off evil spirits, jadeite is now adorning the ears, necks and wrists of the young and fabulous.

Believed to bring in money and love, jadeite has mesmerised the masses and, in particular, the Chinese, since ancient times. Local jewellery designer Wallace Chan says that for the younger generation, "green [jadeite] pieces can sometimes be seen as passé".

But the stone is slowly shedding this image and, like pearls, is going through somewhat of a resurgence. Pearls have made a comeback thanks to Hollywood blockbusters such as The Great Gatsby. With jadeite, the progression into the limelight has been more gradual. Interest from the West is part of the reason for increased awareness of jadeite.

Humble is perhaps the best word to describe the gemstone. "Its colours and sheen have a subtlety that's unlike diamonds, which are brighter and more resplendent," Chan says.

Chan describes the gem as having a "kind of politeness, a mannerism" which resonates with those looking for something subtly luxurious.

Ellen Sin, director of jewellery and jadeite at Bonhams Hong Kong, agrees: "Jadeite has an understated beauty. It is elegant and classy but not flashy at all."

There has been greater interest in subtle luxury, both in fashion and in watches, and the trend is catching on with jadeite.

"Many of our clients are very experienced buyers," says Philip Lai, jewellery art and style consultant for Edward Chiu Jewellery Art. "They have their share of expensive and big brand jewellery. They have their diamonds, emeralds and rubies. What they are looking for now are more subtle pieces [that can represent their personality]. They want to find that tailor-made and exclusive piece."