SAPPHIRES NEWS – FURA Gems launches Celebration Sapphires: a comprehensive mine-to-market programme elevating coloured gemstone jewellery


MUMBAI – FURA Gems, a coloured gemstone mining company, introduces its Mine-to-Market program to India, coinciding with Valentine’s Day.

SAPPHIRES NEWS – FURA Gems launches Celebration Sapphires: a comprehensive mine-to-market programme elevating coloured gemstone jewellery

The leading gemstone mining company unveils a pink sapphire jewellery collection in collaboration with renowned manufacturers and retailers, marking the first step in a global initiative designed to boost coloured gemstones market.

This initiative showcases a stunning range of pink sapphire jewellery, crafted in collaboration with world-renowned manufacturers, namely KGK, Jewelex, Caara, Kama Jewelry, Midas Diamonds, Laxmi Diamond, Sanghi Jewellers, and Priority Jewels. The collection will be initially made available nationwide through six leading retailers: Senco, PNG, Khimji, Talla Jewellers, Abhushan Diamonds and Gold, and Batukbhai Sons Jewellers.

The decision to unveil this program in India was partly influenced by the country’s burgeoning jewellery market, considered amongst the fastest growing and most promising globally, poised for a double-digit growth over the next years.

Furthermore, a recent market research initiative commissioned by FURA Gems, underscores the strong demand in India for coloured gemstone jewellery, with 70% of jewellery buyers expressing their intention to acquire at least one item featuring Colored gemstones within the next two years.

Commenting on the launch of FURA Celebration Sapphires, Dev Shetty, Founder and CEO of FURA Gems, said: “Origin-certified Pink Sapphires present a tremendous  opportunity for the Indian Retail Jewellery Industry, catering to customers’ desires for uniqueness, value, and superior quality.

“Pink sapphires have garnered significant market traction worldwide, particularly among luxury brands expanding their offerings of precious Colored gemstone jewellery. 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 colours makes it an opportune moment to reignite their passion for precious gemstones.”

The launch is reinforced by an impactful campaign that takes a digital route to the market through an impressive film featuring Saiyami Kher.

The campaign positions pink sapphires as the contemporary symbol of love for women who recognise their first relationship is with themselves, thus laying a foundation and magical impact on all relationships.

The film’s narrative builds on the  idea of love beginning with ‘self’ and extending to ‘all’, making ‘love’ an everyday celebration.

The campaign resonates with the modern woman’s nuanced understanding of love. The launch of the pink sapphire collection, perfectly timed with the season of celebrating love, offers a fresh avenue for self-expression.