Fura Gems, a coloured gemstone mining company, recently unveiled its ‘Celebration Sapphires’ mine-to-market program in the Indian market, coinciding with the occasion of Valentine’s Day. This initiative showcases a 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. This was confirmed by a recent market research commissioned by Fura Gems that underscored strong demand in India for coloured gemstone jewellery.

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 coloured gemstone jewellery. India's enduring affinity for vibrant colours makes it an opportune moment to reignite their passion for precious gemstones.”

The mine-to-market program will provide full marketing support to its partners, starting from key market intelligence to in-store support (including training and display material), above and below-the-line advertising, and robust digital marketing.

“Over the next year, we plan to invest significantly to develop the category alongside our jewellery partners, extending the program to Australian Sapphires too. 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,” said Shetty.