However, laser technology was in its infancy,[1] and the far greater profit potential of converting ruby rods into a variety of artificial gemstones of various colors led to a change in the factory's focus.

[2] Larry Kelley built on Soviet research into cubic zirconia and became its first commercial producer, having solved issues of temperature control that had impeded its production.

[1] For a time, cubic zirconia was a lucrative product line; Shelby opened factories outside the United States to keep up with demand.

The South Korean market represented up to 40 percent of the factory's sales until a precipitous decline caused by the 1997 Asian financial crisis.

[10] Factory tours were discontinued due to liability concerns attendant to the "very high temperatures and extremely bright light" and the unavailability of affordable insurance to cover the risk.