Fura Gems Launches Membership-Based Marketing Program
The Fura Marketing Council will offer advertising materials, sales training, product promotion initiatives, business consulting, and more.

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.
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 Latest

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.


Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.

The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

The holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.

Corey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.

Charles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.

Timepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.

The auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.

As chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.

Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.

The parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.

The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Jewelry industry veteran Alisa Bunger has taken on the role.

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.