When there’s emotion, there’s elevation. A ruby passed down from a grandmother or a painting tied to a life-changing trip isn’t just “worth” what the market says — it becomes priceless in the eyes of its owner. Collectors often invest more in protecting, displaying, and preserving these objects because of the personal meaning they hold. This emotional premium creates a gap between market price and perceived worth — and for the collector, that gap is everything.

Emotion also affects how long we keep what we own. People are far less likely to sell items with a backstory. A gem gifted on a wedding day or a painting bought during a transformative year becomes a part of someone’s life narrative. These aren’t just objects — they’re memory-keepers. As a result, they’re often held for decades, passed down through generations, and rarely (if ever) offered for sale.

Zooming out, the collective sentiment around certain artworks or gemstones can move markets. Pieces tied to famous names or stories often spark bidding wars, not solely because of rarity or quality, but because of the emotional weight they carry. When enough people feel something about a certain type of asset, demand — and price — follow.

Still, emotion isn’t always an ally. It can cloud judgment. Overestimating the value of a sentimental object is a common trap. Collectors might hold on to pieces long after it would have made financial sense to sell. Emotion can blind us to market shifts, making it harder to see clearly when strategy should trump sentiment.

Emotion turns objects into treasures — and collectors into caretakers. It enriches the collecting experience, adding depth, meaning, and connection. But it also comes with a responsibility: to recognize when love for an object enhances its true worth… and when it might be quietly distorting it.