STEP 8.º - Conventional Wisdom

Throughout history the special virtue of Amethyst has been that of preventing drunkenness and overindulgence. Ancient Greeks and Romans routinely studded their goblets with Amethyst believing wine drunk from na Amethyst cup was powerless to intoxicate, and a stone worn on the body, especially at the navel, had a sobering effect, not only for inebriation but in over-zealousness in passion. Catholic bishops also wore Amethyst in a ring to protect from mystical intoxication. Kissing the ring kept others from similar mystical intoxication and kept them grounded in spiritual thought.
Nowadays, the color is still attached to the stone, but there're more meanings to this such as in the urban dictionary:

And also, on the regular dictionary: