Deputy Minister Chathuranga Abeysinghe told reporters in June 2026 that Sri Lanka's obstacle to gem hub status is not stone quality but how the country sells itself abroad.
He drew a parallel to tourism, arguing Sri Lanka has long under-branded its assets. In gems, that means buyers know Ceylon sapphire as a phrase but do not automatically route rough and jewellery business through Colombo the way they route through Bangkok.
The government's response bundle includes Gem City Ratnapura, diplomatic promotion, a proposed Gem and Jewellery Experience Centre, and NGJA surveillance upgrades. Branding alone cannot fix tax unpredictability, but Abeysinghe is correct that origin without story leaves margin on the table.
Our view: dealers who film stones honestly and state treatment clearly are doing the retail half of branding. National promotion opens the door; listing quality determines whether a buyer returns after the fair.