Understanding Allure in Context

In the story, a small town was known for its vibrant markets, where merchants sold everything from colorful fabrics to exotic fruits. Every Saturday, townsfolk gathered to explore the array of goods. Among the crowd, a young girl named Lily was particularly fascinated by a stall filled with shimmering baubles that caught the light. She marveled at how these trinkets sparkled and shone brightly. 'What are these?' Lily asked the merchant.

'Those are called gems,' he replied. 'They are prized for their beauty and allure.'

In this context, the word 'allure' most closely means: