The stone, which has also been known as "Gem Mist" in the memorial market, is now being marketed as American Black granite. The granite, while similar in appearance to Jet Mist granite from Virginia when cut against the grain, has a much darker tone and more pronounced veining when cut in the proper direction.
Since taking over the quarry, Rock of Ages has introduced the stone to the Italian market and the German memorial industry, but 90% is still sold in the U.S. "As a traditional monument stone, it commands a higher price here [than overseas]," said Robert Campo of Rock of Ages, adding that the once over-abundance of Jet Mist in the international marketplace had lowered the selling price for these types of black granite in the building market abroad. However, he said that as customers discover the darker background and pronounced veining of American Black, the material is making some important inroads in the international architectural market. In a recent example of this, the company supplied over 150 cubic meters of material for a prestigious project in France.