Maina: the Mine of Origin Guarantees the Legitimacy of the Extraction Process

«Unlike diamonds, the world of colored stones is, by its very nature, much more complicated to standardize. Each gem is unique and its value depends on a combination of factors - origin, color, saturation, clarity, cut and treatments - which cannot be reduced to a single universal scale. The main critical issues concern the disclosure of treatments, the interpretation of the geographical origin, fundamental for the issue of “reputational risk”, and the lack of coordinated parameters between the different players in the supply chain. That is why the role of independent gemological laboratories and the quality of information provided to the market are fundamental. Those who work openly on the stone’s treatments, origin and classification contribute to strengthening the credibility of the entire colored stone market. Origin and traceability are therefore becoming increasingly important, especially for large international brands. It is no longer just a matter of knowing which country a stone came from, but also how it was extracted, processed and marketed along the entire supply chain. Furthermore, the concept of Country of Origin is shifting to make more and more room for Mine of Origin, which implicitly guarantees the legitimacy of the extraction process. Having said that, we must be realistic: the beauty of the stone is still the first driver. Color, rarity and quality continue to be decisive. However, when two gems are aesthetically comparable, responsible sourcing and traceability become a determining element. A Fura ruby, for example, represents the encounter between responsible mining, gemological quality, direct access to the resource, and supply chain transparency. Our vision is clear: to bring a more structured, responsible, and professional approach to the world of colored stones that would be able to offer the market continuity of supply, rigorous selection and considerable attention to traceability. In a sector where trust is essential, being able to count on a transparent supply chain and a company that works directly at the source of the gem is an element of great value for brands, designers and end customers.

As for sustainability, in recent years this has gone from being a peripheral issue to a structural factor of the supply chain, especially for luxury brands. No longer a simple narrative, it is an increasingly integrated procurement strategy requirement. Then there is the issue of future competitiveness that will arise from the integration of multiple factors. First of all, access to the resource: colored stones are, by definition, rare and availability depends on a limited number of deposits. Having access to quality mines and managing them responsibly will continue to be a key competitive advantage. But supply chain control and the ability to offer the market continuity, quality and transparency will be equally important. The sector is evolving towards more structured models, where the direct relationship between mine, cut, brand and end customer is becoming increasingly relevant.

Last but not least is the issue of gem branding. Colored stones have extraordinary potential for storytelling, and those who are able to build a credible story around the stone, made up of origin, rarity, culture and design, will have a significant competitive advantage. For example, for us, high-quality rubies continue to be among the most sought-after and resilient gems in the luxury market. The combination of rarity, chromatic intensity and symbolism makes it one of the jewelry industry’s most iconic stones. There is also a growing interest in particular colored sapphires, even if availability is still limited and often concentrated in a few areas of the world. This makes the market extremely sensitive to geopolitical, logistical and regulatory factors. In general, we are seeing color making a powerful comeback as an expressive element in jewelry. Customers are increasingly on the lookout for personality and individuality and this translates into a greater openness to less conventional gems, bolder color combinations, and cuts that enhance the stone’s unique character.»

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Fura Gems is a leading global mining company of colour gemstones. Although a young mining company, they have built the first truly pioneering, nimble, creative and ethical enterprise to cover the entire spectrum of the big-three colour gemstone categories, emeralds, rubies and sapphires, through its mining subsidiaries on three continents