Editors

This Virtual Market Is Connecting Artisanal Miners with Buyers

EditorsAug 21, 2020

This Virtual Market Is Connecting Artisanal Miners with Buyers

Started in response to the pandemic, Virtu Gem sells rough from miners in Zambia and Malawi.

20200821_Virtu-header.jpg
There are now 12 miners selling their rough stones through the Virtu Gem virtual marketplace.
The COVID-19 pandemic has caused the cancellation of almost all jewelry trade shows this year, slowing trade considerably.

This included the inaugural Africa Gem Exhibition and Conference, which would have provided a place for, among other things, connecting miners, dealers and jewelers.

It was initially planned for July in Zambia, and while organizers first thought they might be able to push it to October, they ended up having to postpone it until 2021.

Cancelling the event took yet another selling opportunity from the continent’s artisanal and small-scale miners, but in recent interviews and research for an upcoming story, I became aware of a new virtual marketplace launched during the crisis to help them.

Realizing the immediate need for a marketplace for Zambian miners without access to international buyers during the pandemic, AGEC founder Monica Gichuhi partnered with The Responsible Jewelry Transformative, the Federation of Small Scale Mining Associations of Zambia, The Association of Zambian Women in Mining and The Nomad Jeweler on a digital project called Virtu Gem.

It aims to help ASM miners sell their rough gemstones as well as raise money to give back to the mining communities.

Through it, buyers are purchasing gemstones directly from the federation, which sources stones from its vetted miner members. The group behind the marketplace also has local cutter partners so buyers can choose to get their gemstones cut in country.

Twenty percent of the proceeds from stones sold on Virtu Gem go back to mining communities for food drives and purchasing protective gear.

To get it off the ground, organizers reached out to jewelers they knew would be interested in buying through such a project.

They also got the word out through webinars and conference networks, as well as creating an Instagram account, @virtu_gem
Virtu Gem also just launched an official website, explaining the program, telling the miners’ stories and offering a “Shop” tab. 

But from the start, interested buyers have been reaching out directly to organizers, with the platform’s founders facilitating communication and buying.

There’s a lot of outreach on all sides, the Responsible Jewelry Transformative’s Susan Wheeler explained in a recent interview.

On the Zambian side, the federation first and, now, the mining association gathers stones, images and information. 

On the buyer end, there’s a lot of interaction among designers—many of whom haven’t purchased rough before—and miners and cutter—for those who opt to cut in country—about the kind of stone and design they’re seeking. 
“That’s a different type of interaction, a different level of interaction that we’ve seen … from our designer end before,” Wheeler said. “But we have that because we’re really absorbing a lot of the risk that the gemstone dealers would have before because we’re buying rough. And although we’re taking that risk, the rewards are that we’re getting custom cuts.”

Additionally, all stones sold via Virtu Gem are logged into Gübelin’s Provenance Proof blockchain.

The program is drawing buyers who want to customize their jewelry as well as those looking for a purpose-driven purchase, according to Wheeler.

This has led to a wide variety of buyers participating, from emerging designers—including one who is building her first collection around the stones—to well-established brands.

Over $6,000 in gemstones have been sold via Virtu Gem so far, and proceeds from the platform have facilitated two food drives.

Gichuhi said the marketplace has received some criticism from gemstone dealers who note they can’t buy rough they haven’t seen in person and been able to value for themselves.

“But,” she noted, “instead of doubting each other, we are hoping we can form partner collaborations that can eliminate doubt and create trust in the supply chain to really reinforce this way of doing business.”


“If it’s going to take more than one year for people to travel and do business, this might be how they will get back to trade.”

The program was piloted in Zambia but has just added miners from Malawi, partnering with the Gemstone Association of Malawi and the Malawi Women in Mining Association and adding some faceted stones to the mix with them, like the rhodolite garnet pictured at left. 

There are now 12 miners included in the program, half of whom are women.

There also is a cutting partner in Malawi.

Ultimately, organizers are hoping this proves to be a long-term program, extending past the pandemic to provide revenue to miners on an ongoing basis.

For more information, visit VirtuGem.com

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

Pomellato Mini London blue topaz and diamond bracelet
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Zadok Rolex Austin
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in Austin

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Crowd of people in a shopping mall
SurveysJul 30, 2025
Consumer Confidence Ticks Up in July

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Making a Killing in Diamonds by Rob Bates
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Mighty Fierce Audacious Necklace, Sandy Rubin Aziza Necklace, Koulianos Designs Illuminations Shield Pendant
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New Designers

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Auctim emerald auction
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough Emeralds

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

AGS Board President for 2025-2026 Alexis Padis
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

Sissy’s new Little Rock store
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas

The jeweler’s largest store yet is set to open in Little Rock next fall.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy