Editors

This Virtual Market Is Connecting Artisanal Miners with Buyers

EditorsAug 21, 2020

This Virtual Market Is Connecting Artisanal Miners with Buyers

Started in response to the pandemic, Virtu Gem sells rough from miners in Zambia and Malawi.

20200821_Virtu-header.jpg
There are now 12 miners selling their rough stones through the Virtu Gem virtual marketplace.
The COVID-19 pandemic has caused the cancellation of almost all jewelry trade shows this year, slowing trade considerably.

This included the inaugural Africa Gem Exhibition and Conference, which would have provided a place for, among other things, connecting miners, dealers and jewelers.

It was initially planned for July in Zambia, and while organizers first thought they might be able to push it to October, they ended up having to postpone it until 2021.

Cancelling the event took yet another selling opportunity from the continent’s artisanal and small-scale miners, but in recent interviews and research for an upcoming story, I became aware of a new virtual marketplace launched during the crisis to help them.

Realizing the immediate need for a marketplace for Zambian miners without access to international buyers during the pandemic, AGEC founder Monica Gichuhi partnered with The Responsible Jewelry Transformative, the Federation of Small Scale Mining Associations of Zambia, The Association of Zambian Women in Mining and The Nomad Jeweler on a digital project called Virtu Gem.

It aims to help ASM miners sell their rough gemstones as well as raise money to give back to the mining communities.

Through it, buyers are purchasing gemstones directly from the federation, which sources stones from its vetted miner members. The group behind the marketplace also has local cutter partners so buyers can choose to get their gemstones cut in country.

Twenty percent of the proceeds from stones sold on Virtu Gem go back to mining communities for food drives and purchasing protective gear.

To get it off the ground, organizers reached out to jewelers they knew would be interested in buying through such a project.

They also got the word out through webinars and conference networks, as well as creating an Instagram account, @virtu_gem
Virtu Gem also just launched an official website, explaining the program, telling the miners’ stories and offering a “Shop” tab. 

But from the start, interested buyers have been reaching out directly to organizers, with the platform’s founders facilitating communication and buying.

There’s a lot of outreach on all sides, the Responsible Jewelry Transformative’s Susan Wheeler explained in a recent interview.

On the Zambian side, the federation first and, now, the mining association gathers stones, images and information. 

On the buyer end, there’s a lot of interaction among designers—many of whom haven’t purchased rough before—and miners and cutter—for those who opt to cut in country—about the kind of stone and design they’re seeking. 
“That’s a different type of interaction, a different level of interaction that we’ve seen … from our designer end before,” Wheeler said. “But we have that because we’re really absorbing a lot of the risk that the gemstone dealers would have before because we’re buying rough. And although we’re taking that risk, the rewards are that we’re getting custom cuts.”

Additionally, all stones sold via Virtu Gem are logged into Gübelin’s Provenance Proof blockchain.

The program is drawing buyers who want to customize their jewelry as well as those looking for a purpose-driven purchase, according to Wheeler.

This has led to a wide variety of buyers participating, from emerging designers—including one who is building her first collection around the stones—to well-established brands.

Over $6,000 in gemstones have been sold via Virtu Gem so far, and proceeds from the platform have facilitated two food drives.

Gichuhi said the marketplace has received some criticism from gemstone dealers who note they can’t buy rough they haven’t seen in person and been able to value for themselves.

“But,” she noted, “instead of doubting each other, we are hoping we can form partner collaborations that can eliminate doubt and create trust in the supply chain to really reinforce this way of doing business.”


“If it’s going to take more than one year for people to travel and do business, this might be how they will get back to trade.”

The program was piloted in Zambia but has just added miners from Malawi, partnering with the Gemstone Association of Malawi and the Malawi Women in Mining Association and adding some faceted stones to the mix with them, like the rhodolite garnet pictured at left. 

There are now 12 miners included in the program, half of whom are women.

There also is a cutting partner in Malawi.

Ultimately, organizers are hoping this proves to be a long-term program, extending past the pandemic to provide revenue to miners on an ongoing basis.

For more information, visit VirtuGem.com

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Mikimoto Les Pétales Campaign Imagery and Les Pétales Necklace
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into Petals

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium Pricing

Luxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.

David Rotenberg of David Craig Jewelers
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Diamond Divas Cast
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality Series

It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
SMO Golden Gala
Policies & IssuesJul 08, 2025
SMO Gold Launches New Foundation

In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

Stock image of container ship in port
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials Say

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

David Kellie
MajorsJul 07, 2025
Natural Diamond Council CEO David Kellie To Step Down

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Suspects in Glendale burglary
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store Burglary

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

Ella Klein Internship
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

Shree Ramkrishna Exports
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-Negative

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

Yeprem Golden Strada Statement Necklace
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From Yeprem

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

Stock image of police cars with their lights on
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy