Love my amethyst ring, which I got at a really sweet price a dozen years ago at a shop in Florida. Since it is such a pale stone, I suspect it is natural, and not irradiated to look darker; most — but not all — darker amethysts have been subjected to a little radiation to make them darker. Darker amethysts do exist in nature, if the purple-tinting impurities are more prevalent, or if natural radiation is present, but most natural amethysts are pale.
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See my other ColorChallenge posts and PrettyRocks posts 