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
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsNov 26, 2025
Serafino Consoli Names New VP of Sales, Brand Development for the AmericasLuxury veteran Alejandro Cuellar has stepped into the role at the Italian fine jewelry brand.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 26, 2025
Grandview Klein Presents 4 Scholarships in NamibiaThe company gave awards to four students at the Namibia University of Science & Technology, including one who is a Grandview Klein employee.
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
