SourcingFeb 22, 2024
Lucara, HB Group Partnership Revived SourcingFeb 27, 2024
Fura’s New Sapphire Jewelry Is Traceable to the Source
The gemstone mining company’s “Celebration Sapphires” collection has launched in India.
Indian actress Saiyami Kher appears in the campaign film for Fura Gems’ new mine-to-market collection featuring pink sapphire jewelry, “Celebration Sapphires.”
Dubai—Colored gemstone miner Fura Gems has introduced Celebration Sapphires, a traceable collection of pink sapphire jewelry, to the Indian market.
Initially, the collection will be made available nationwide through six retailers: Senco, PNG, Khimji, Talla Jewellers, Abhushan Diamonds and Gold, and Batukbhai Sons Jewellers.
Fura Gems CEO and founder Dev Shetty said to develop the pieces, the company partnered with eight Indian manufacturers—KGK, Jewelex, Caara, Kama Jewelry, Midas Diamonds, Laxmi Diamond, Sanghi Jewellers, and Priority Jewels—to create contemporary designs tailored for the modern woman.
Along with the pieces, the mining company will provide full marketing support to its partners, from key market intelligence to in-store support such as training and display material.
It will also provide above- (mass media such as TV, magazines, billboards, etc.) and below-the-line (targeted media such as brochures, email campaigns, direct mail, etc.) advertising and robust digital marketing.
Each piece of jewelry is also accompanied by a digital record on the Provenance Proof Blockchain, guaranteeing traceability to the mine of origin.
The Provenance Proof blockchain, launched by Swiss gem lab Gübelin in 2019, is a digital log on which individual gemstones or entire parcels can be entered.
The purpose of Provenance Proof is to track a stone from the source to the end consumer by allowing all operations from as early in the supply chain as possible to be securely recorded, stored, and shared to all participants, creating a record of its journey.
Fura Gems was the mining pilot partner for the program, offering emeralds from its Coscuez Colombian mine as test subjects.
“Through our mine-to-market program, we ensure complete traceability, offering consumers trust and confidence in their purchase,” Shetty said.
The pink sapphire collection launch coincided with Valentine’s Day, Fura said.
The launch is paired with a campaign film featuring Indian actress Saiyami Kher and directed to show the idea of love beginning with the self and extending to all, making love an everyday celebration.
The campaign resonates with the modern woman’s nuanced understanding of love, the company said, and positions pink sapphires as the contemporary symbol of love for women who recognize their first relationship is with themselves.
Related stories will be right here …
Initially, the collection will be made available nationwide through six retailers: Senco, PNG, Khimji, Talla Jewellers, Abhushan Diamonds and Gold, and Batukbhai Sons Jewellers.
Fura Gems CEO and founder Dev Shetty said to develop the pieces, the company partnered with eight Indian manufacturers—KGK, Jewelex, Caara, Kama Jewelry, Midas Diamonds, Laxmi Diamond, Sanghi Jewellers, and Priority Jewels—to create contemporary designs tailored for the modern woman.
Along with the pieces, the mining company will provide full marketing support to its partners, from key market intelligence to in-store support such as training and display material.
It will also provide above- (mass media such as TV, magazines, billboards, etc.) and below-the-line (targeted media such as brochures, email campaigns, direct mail, etc.) advertising and robust digital marketing.
Each piece of jewelry is also accompanied by a digital record on the Provenance Proof Blockchain, guaranteeing traceability to the mine of origin.
The Provenance Proof blockchain, launched by Swiss gem lab Gübelin in 2019, is a digital log on which individual gemstones or entire parcels can be entered.
The purpose of Provenance Proof is to track a stone from the source to the end consumer by allowing all operations from as early in the supply chain as possible to be securely recorded, stored, and shared to all participants, creating a record of its journey.
Fura Gems was the mining pilot partner for the program, offering emeralds from its Coscuez Colombian mine as test subjects.
“Through our mine-to-market program, we ensure complete traceability, offering consumers trust and confidence in their purchase,” Shetty said.
The pink sapphire collection launch coincided with Valentine’s Day, Fura said.
The launch is paired with a campaign film featuring Indian actress Saiyami Kher and directed to show the idea of love beginning with the self and extending to all, making love an everyday celebration.
The campaign resonates with the modern woman’s nuanced understanding of love, the company said, and positions pink sapphires as the contemporary symbol of love for women who recognize their first relationship is with themselves.
Established in 2017, Fura Gems has mining operations in Colombia, Mozambique, Madagascar, and Australia. It mines emeralds, rubies, and sapphires.
“Our Mozambique mines have consistently produced high-quality rubies and pink sapphires, characterized by a unique glow that makes them highly desirable for jewelry brands across the globe,” Shetty said.
The miner chose to unveil the program in India because it said the region’s jewelry market is among the fastest growing and most promising globally, poised for a double-digit growth in the coming years.
In its own commissioned market research, Fura Gems found 70 percent of jewelry buyers in the India market intended to acquire at least one item featuring colored gemstones within the next two years.
“Origin-certified pink sapphires present a tremendous opportunity for the Indian retail jewelry industry, catering to customers’ desires for uniqueness, value, and superior quality,” said Shetty.
“Pink sapphires have garnered significant market traction worldwide, particularly among luxury brands expanding their offerings of precious colored gemstone jewelry. Given India’s vast consumer base, increasingly attuned to global trends, it’s a natural progression for Fura to extend its market presence in the region.”
Shetty added, “India’s enduring affinity for vibrant colors makes it an opportune moment to reignite their passion for precious gemstones.”
Fura said it has geological studies to confirm the Mozambique mines will sustain production for the next 50 years and it plans to continue investing in the mine-to-market program and developing the category with its jewelry partners, eventually extending the offering to its Australian sapphires.
“As the initiator and enabler of this program, we will work closely with the best manufacturers and retailers to build a solid, responsible, and traceable business,” Shetty said.
More information about Fura Gems is available on its website.
More on Sourcing
The Latest
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
MajorsFeb 20, 2026
Jewelers Vigilance Committee Names Julie Yoakum Board ChairJVC also announced the election of five new board members.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
