FURA Gems, the globally recognized coloured gemstone mining company, proudly introduces its Mine-to-Market program to the Indian market, coinciding with the occasion of Valentine’s Day.
This initiative showcases a stunning range of pink sapphire jewellery, crafted in collaboration with world-renowned manufacturers namely Jewelex, Kama Jewelry, KGK, Laxmi Diamond, Midas Diamonds, Sanghi Jewellers, Priority Jewels, and Caara. 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 few years.
Furthermore, a recent market research 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 coloured gemstones within the next two years.
The launch is further 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.