SurveysApr 02, 2021
5 Ways Consumers Have Changed Since COVID-19SourcingMay 13, 2021
Fura Gems Launches Membership-Based Marketing Program
The Fura Marketing Council will offer advertising materials, sales training, product promotion initiatives, business consulting, and more.
This is a screenshot of the website for the new Fura Marketing Council, which aims to boost consumer interest in colored gemstones.
Austin—Fura Gems is launching a new program designed to help grow the colored stone market.
The new Fura Marketing Council comes in response to a recent survey MVI Marketing did on behalf of the colored stone miner.
Ninety-three percent of consumers surveyed said they love emeralds, rubies, and sapphires, and 46 percent said they’re likely to buy one of these colored stones in the next two years.
In addition, dealers, manufacturers, and retailers confirmed they make a higher profit margin from colored stones than they do from diamonds, yet they’re not investing in training, promotion, and inventory to grow the category.
“When we reviewed the research data, it became very clear that there is a tremendous, underserved consumer market for colored gemstone jewelry,” MVI President Liz Chatelain said.
To help in this area, Fura, which mines Colombian emeralds, Mozambican rubies, and Australian sapphires, partnered with MVI to create a member-based program to help connect the supply chain from rough to retail and harness the miner’s resources.
MVI took inspiration from trade programs it had worked on in the past that were successful, Chatelain said, such as the Argyle Diamond Council and consumer brand Champagne Diamonds, and then asked, how can we modernize these and create a program that benefits everyone?
The Fura Marketing Council is the result.
The council will offer several benefits to members: B2B and B2C co-op advertising funds and materials, sales training and access to gem education, product promotion initiatives, promotion and advertising to their customer base, customized product images and video, and access to a chain of custody procedure for responsible sourcing.
Related stories will be right here …
The new Fura Marketing Council comes in response to a recent survey MVI Marketing did on behalf of the colored stone miner.
Ninety-three percent of consumers surveyed said they love emeralds, rubies, and sapphires, and 46 percent said they’re likely to buy one of these colored stones in the next two years.
In addition, dealers, manufacturers, and retailers confirmed they make a higher profit margin from colored stones than they do from diamonds, yet they’re not investing in training, promotion, and inventory to grow the category.
“When we reviewed the research data, it became very clear that there is a tremendous, underserved consumer market for colored gemstone jewelry,” MVI President Liz Chatelain said.
To help in this area, Fura, which mines Colombian emeralds, Mozambican rubies, and Australian sapphires, partnered with MVI to create a member-based program to help connect the supply chain from rough to retail and harness the miner’s resources.
MVI took inspiration from trade programs it had worked on in the past that were successful, Chatelain said, such as the Argyle Diamond Council and consumer brand Champagne Diamonds, and then asked, how can we modernize these and create a program that benefits everyone?
The Fura Marketing Council is the result.
The council will offer several benefits to members: B2B and B2C co-op advertising funds and materials, sales training and access to gem education, product promotion initiatives, promotion and advertising to their customer base, customized product images and video, and access to a chain of custody procedure for responsible sourcing.
It also includes consulting support from MVI Marketing on product development, sales, and marketing.
The program aims to be flexible and creative, Chatelain said, to allow members to decide what they want their marketing to look like and then help bring it to life.
“We really want to elevate the entire industry,” she said, with the aim of increasing the use of color in other segments of jewelry to help infuse more life into retailer’s display cases.
FMC membership will comprise all levels of the supply chain: colored stone cutters and dealers, jewelry manufacturers and designers, and retailers. Both direct and indirect Fura customers can join.
Fura is putting forward $2 million in the first year to support the council, with the focus starting on the United States, India, and the Middle East and likely expanding to other markets next year, according to Fura Chief Marketing Officer Rupak Sen.
Fura and MVI will launch the council during Las Vegas market week, currently scheduled for late August.
At AGTA GemFair, they will host a press event and invite the trade to visit their booth in the event’s Gallery for more information.
Additionally, Fura and MVI will be at Booth #15039 at JCK Las Vegas also showcasing stones and member information.
Meanwhile, interested parties can apply for membership at FMCGems.com.
The membership fee for founding FMC members will be $25,000.
The program aims to be flexible and creative, Chatelain said, to allow members to decide what they want their marketing to look like and then help bring it to life.
“We really want to elevate the entire industry,” she said, with the aim of increasing the use of color in other segments of jewelry to help infuse more life into retailer’s display cases.
FMC membership will comprise all levels of the supply chain: colored stone cutters and dealers, jewelry manufacturers and designers, and retailers. Both direct and indirect Fura customers can join.
Fura is putting forward $2 million in the first year to support the council, with the focus starting on the United States, India, and the Middle East and likely expanding to other markets next year, according to Fura Chief Marketing Officer Rupak Sen.
Fura and MVI will launch the council during Las Vegas market week, currently scheduled for late August.
At AGTA GemFair, they will host a press event and invite the trade to visit their booth in the event’s Gallery for more information.
Additionally, Fura and MVI will be at Booth #15039 at JCK Las Vegas also showcasing stones and member information.
Meanwhile, interested parties can apply for membership at FMCGems.com.
The membership fee for founding FMC members will be $25,000.
More on Sourcing
The Latest
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
