- Emeralds are green precious gemstones that are mined in very few countries in the world and hence they are extremely rare and precious.
- They are 20 times as rare as a diamond.
- For more than 4,000 years, emeralds have been amongst the most valuable of all jewels on Earth.
It’s a well-known fact that Colombian emeralds have been considered the most sought after by virtually every powerful empire since including the Romans, Spanish conquistadors and India’s Mughals.
These beautiful green precious stones are found in locations around the world, but Colombia is responsible for the largest share of production in the world followed by Zambia. A Colombian emerald over 50 carats can cost much more than diamonds of the same size.
Due to their high value, extremely rare occurrence and unique characteristics, Colombian Emeralds are highly coveted and are often passed down from generation to generation.
In India, brides and many celebrities are wearing and endorsing Colombian emeralds, it adds that instant beauty and grandeur to any attire.
Recently, International brand, Fura Gems which deals in the mining, exploration and marketing of these precious gemstone located in Toronto, Canada hosted a gathering to announce its presence in the Indian market.
The company has undergone a brand review, and in a recent event unveiled its new brand identity including logo, tagline and social media to strengthen its communication with key stakeholders and consumers.
The rendition of the new Fura logo, which is an evolution of Fura’s existing logo, is inspired by the Fura and Tena mountains of Colombia.
For the first time colors have been introduced to in the overall branding and is inspired by gemstones in Fura’s portfolio, the vivid green Colombian emeralds and the intense red Mozambique rubies.
“We discover the gem”, the new tagline is meant to capture the core of our business. These gems, which are true miracles of nature were created millions of years ago. At Fura, we discover these gems, that are hidden within the mountains and dense jungles, from our iconic mines located in Colombia and Mozambique.
Dev Shetty, Fura CEO commented: “Fura is excited to introduce the new logo design, which marries a subtle evolution of our old logo and the Fura and Tena mountains with a modern outlook. The new design demonstrates clear visual change without losing the meaning, heritage, or recognition of Fura’s logo that has been built over the last year and the value that it holds to those who are a part of the collaboration”.
The updated brand identity on social media features new and vibrant colours in a wide range of hues selected after the varied colour gemstones in our portfolio. The Fura social media campaign will regularly update information on the latest happenings not only in the world of Fura but also cover stories around colour gemstones and jewellery.
“We believe today social media is the most effective mode of communication not only with our investors, trade Partners and consumers but also with millennials who today have a large disposable income and are perfect audience for the ethically mined gemstones”, said Dev Shetty.
Fura gem mines are located within the mountains and dense jungles of Colombia and Mozambique. Its administrative headquarter is located in the Almas Tower, Dubai.
Fura Gems Inc. is a gemstone mining and marketing company which is engaged in the mining, exploration and acquisition of gemstone licenses. Fura’s headquarters are located in Toronto, Canada and its administrative headquarters are located in the Almas Tower, Dubai. Fura is listed on the TSX Venture Exchange under the ticker symbol “FURA.V”.
Fura is engaged in the exploration of resource properties in Colombia and owns a 76% interest the Coscuez emerald mine in Boyacá, Colombia and a 100% interest in the Emerald license ECH -121. Fura is involved in the exploration and mining of rubies in Mozambique through its 80% effective interest in the four ruby licenses (4392, 3868, 3869 and 6811) that it acquired in November 2017.
Elayne Zappala