Editor’s Note
Fura Gems has launched its traceable Celebration Sapphires jewelry collection in India, initially available through six major retailers nationwide.
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.
The pink sapphire collection launch coincided with Valentine’s Day, Fura 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.
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.
