F is for Fumana

Fumana is an online marketplace that discovers local, visionary jewellers you need to know. A brainchild of MetCon and the South African Diamond & Precious Metals Regulator (SADPMR), Fumana Jewellers’ Collective supports the local jewellery industry, and serves independent makers, emerging designers and conscious buyers who value authenticity and community over mass production.

The evolution of jewellery in South Africa

Fumana’s visual and verbal expression is rooted in African elegance, refined to suit a progressive, aspirational local and international audience. Redbeerd has supported Fumana with naming, logo design, brand development, custom packaging, digital presence and marketing.

The logo emblematic, simple and striking. It borrows a guiding light in the form of a star, as its primary logomark. It also borrows its meaning; star as aspiration, hope, a sustainable future. Nestled in an elegant typeface, the logomark and lock up is elegant, simple and striking.

The tone of voice is inclusive, accessible, playful and not without Mzansi flavour. It is It places strong emphasis on discovery and creation, as well as the sustainability (people, planet, profit) of its philosophy and product.

Find your piece

The mission of Fumana is a jewellery offering that celebrates individual artistry, protects the livelihoods of makers, supports fair access to markets, and allow every jeweller, established or emerging, to share in the wealth of South Africa’s creative industry.