Tatty, the diamonds thing is actually a huge marketing coup for De Beers.
Diamonds aren't particularly rare, (a whopping huge one would be but in general they are quite run of the mill.) and in the 1940's De Beers ran a successful ad campaign saying 'Diamonds are Forever'.
This was marketed to couples as THE engagement ring and to families as THE heirloom. And so due to popularity/demand etc the price of diamonds increased beyond their actual worth.
Rubies, Sapphires and Emeralds are probably slightly rarer than a diamond. Certainly if you had diamonds and emeralds of identical sizes/quality/colour etc then the emerald would be more expensive.
Also Aquamarine, Tourmaline etc are more 'expensive' jewels.
Garnets, Topaz, Peridot, Citrine etc are all less precious gems as they aren't as rare or difficult to cut.
Jadeite probably is the most expensive-rule of thumb is that the rarer it is the more expensive it will be. Diamonds are run of the mill and only rare of you get a coloured one or a ridiculously large one.