The Fura Marketing Council (FMC), which aims to drive consumer sales for the coloured gemstone category, will make its official debut at this year’s jewellery trade shows in Las Vegas.
FMC (www.FMCgems.com) is sponsored by mining firm Fura Gems, with interests in emeralds, rubies and sapphires, that is unifying the traditionally fragmented gemstone business by coordinating marketing, training and messaging to increase the size of the overall coloured gemstone market.
The fine jewellery trade can meet with the FMC team in person at the AGTA (#428) and JCK (#15039) shows. FMC was developed and is managed by research firm MVI Marketing, which brought the trade the Indo Argyle Diamond Council and consumer brand Champagne Diamonds.
Dev Shetty, Fura President and CEO, said, “Through the innovative Fura Marketing Council, we will grow sales of emerald, ruby and sapphire at every level of the trade. Jewellery retailers and manufacturers and gemstone cutters and dealers need coordinated support to increase overall consumer demand. We know the Council can do that.” 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 jewellery consumers love/like coloured gemstone jewellery and 60% want to see more in jewellery stores. The Council was formed to help make that happen.”