Canada-listed Fura Gems (TSX-V:FUR), a new gemstone mining and marketing company headed by the former COO of Gemfields (LON:GEM), is changing its brand identity, including logo, tagline and social media.

The company, which began operations a year ago, said the move seeks to strengthen its communication with key stake holders and consumers.

The new logo, it said, was inspired by the Fura and Tena mountains of Colombia, while the colours represent the gemstones Fura mines — vivid green Colombian emeralds and intense red Mozambique rubies.

Emeralds and rubies producer Fura Gems changes look

The new logo. (Image courtesy of Fura Gems via Instagram.)

Fura’s assets are all located in areas known for holding coloured gemstones deposits, including operating mines currently undercapitalized and that need to be modernized.

A good example of those assets, Fura Gems chief executive officer Dev Shetty told earlier this year, is the company’s Coscuez emerald mine in Colombia, which it grabbed from Gemfields in October.

Located in the mountainous department of Boyacá, Coscuez is probably one of the best-known emerald deposits in the world, said Shetty, adding it’s known to have produced over 95% of Colombia’s emerald supply in the 1970s.

Fura kicked off initial production at the operation in March, yielding 1,720 carats of emeralds, including 826 carats of top quality ones. The output was obtained through a bulk-sampling program carried out within eight weeks of the completing the acquisition of the mine

In Mozambique, the company hold four licences in the area known as “the ruby belt” and it believes is in position to start mining those assets “very soon.”

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