Colored gemstone industry is soon to be unified by mining company Fura Gems – it would unveil its plans and details about the project at the upcoming Las Vegas jewelry shows.

The Fura Marketing Council (FMC) has booths at both JCK Las Vegas and the American Gem Trade Association (AGTA) fairs, the company confirmed on July 25. It will support the sector by coordinating marketing, training and messaging to increase the size of the overall colored-gemstone market and drive consumer sales, the miner added.

This is will help boost sales of emerald, ruby and sapphire at every level of the trade. Jewelry retailers and manufacturers and gemstone cutters and dealers need coordinated support to increase overall consumer demand.

Fura will use the council to connect and support the colored-gemstone supply chain from rough to retail. Combining the power of all these companies toward one goal could lead to explosive growth.

MVI Marketing carried out part of the work developing FMC, and will manage the organization.

The features of the council are based on trade and consumer research that the company has conducted. It has found that 93% of jewelry consumers love or like colored-gemstone jewelry and 60% want to see more in jewelry stores. The council was formed to help make that happen.