Fura’s New Sapphire Jewelry Is Traceable to the Source

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 celebration sapphires
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.  

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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

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