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New FURA Marketing Council Aims To Help Retailers, Suppliers, Promote Colored Gems July 26, 2021 (0 comments)


Austin, TX—Colored gemstone miner FURA Gems is seeking to do for the precious colored gemstone market some of what De Beers did for marketing diamonds, with the debut of its new FURA Marketing Council (FMC). FURA Gems is the only miner of all “big three” precious colored gemstones: emeralds, rubies, and sapphires. The Council seeks to unify the traditionally fragmented gemstone business by coordinating marketing, training, and messaging to increase the size of the overall colored gemstone market, while promoting responsibly mined gems. 

The Council will debut at the AGTA GemFair and JCK Las Vegas Show next month. Members of the trade can meet with the FMC in person at booths AGTA #428 and JCK #15039, to learn about the Council and see a selection of rough and polished stones from the company.

“Through the innovative FURA Marketing Council, we will grow sales of emerald, ruby, and sapphire at every level of the trade,” says Dev Shetty, FURA president and CEO. “Jewelry retailers and manufacturers and gemstone cutters and dealers need coordinated support to increase overall consumer demand. We know the council can do that.”

FMC was developed and is managed by MVI Marketing. Liz Chatelain, FMC president and owner of MVI Marketing, added, “The features we built into the Council are based on trade and consumer research we conducted. We found that 93% of jewelry consumers love/like colored gemstone jewelry and 60% want to see more in jewelry stores. The Council was formed to help make that happen.”    

Membership support includes promotion funds, expansive sales training, and layers of marketing assets for all levels of the industry. Also included in the membership is consulting support from the FMC managing group. Retailers, manufacturers and dealers are welcome to become members of FMC at

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