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.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
