


- Description
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Lucentara
Science | Technology | Innovation
Lucentara is a Canadian science and innovation company dedicated to advancing the study and application of ammolite and other natural materials. Founded by Caitlin Furby and Mark Turner, Lucentara operates at the intersection of geology, materials science, and design — exploring how nature’s rarest formations can inspire modern advancements in technology and sustainability.
Through ongoing research partnerships and applied experimentation, Lucentara develops cutting-edge methods for fossil preservation, laser restoration, and structural color analysis. Every discovery contributes to the deeper understanding of ammolite’s optical and geological properties, positioning Lucentara as a pioneer in natural photonics and gemstone science.
Lucentara represents the future of Canadian innovation — where art, science, and nature converge.
Dinosty Fossils
Mining | Restoration | Heritage
Dinosty Fossils is the foundation of Alberta’s ammolite industry — a mining and restoration company co-founded by Mark Turner and Caitlin Furby, specializing in the ethical extraction and preparation of ammonite fossils and gem-grade ammolite from the Bearpaw Formation.
Operating across more than 1,200 hectares of mineable land in Southern Alberta, Dinosty Fossils combines traditional field expertise with modern restoration technology to bring prehistoric treasures back to life. Every specimen is meticulously excavated, stabilized, and restored by hand, honoring both its geological origin and its natural artistry.
Through Dinosty Fossils, Furby and Turner have built one of Canada’s most respected fossil operations — supplying collectors, museums, and jewelers worldwide while preserving the integrity and story of each discovery.
- Number of employees
- 2 - 10 employees
- Company website
- https://www.dinostyfossils.ca
- Categories
- Competitive analysis Market research Product or service launch Project management Sales strategy
- Industries
- Retail Sales Science Trade & international business
- Representation
- Family-Owned Indigenous-Owned Neurodivergent-Owned Small Business Women-Owned
Socials
Recent projects
Ammolite Market Intelligence Dashboard Development
Lucentara is pioneering the creation of the first Ammolite Market Intelligence Platform, designed to offer a comprehensive view of global ammolite prices, supply trends, and demand within the jewelry and fossil sectors. The project's primary goal is to equip Lucentara with a data-driven dashboard that provides actionable insights, giving them a strategic advantage in the gemstone industry. Students will be tasked with collecting and analyzing data from various online marketplaces and trade sources. This project offers learners the opportunity to apply their knowledge of data analytics and business intelligence to a real-world scenario. By uncovering insights that are currently unavailable in the industry, students will contribute to a groundbreaking initiative that could reshape the understanding of ammolite market dynamics.
Ammolite Mining Business Plan Development
The project involves developing a comprehensive business plan for LUCENTARA / Dinosty Fossils, a company specializing in the mining and distribution of ammolite, a rare and valuable gemstone. The goal is to create a strategic document that outlines the company's vision, mission, and objectives, while also detailing the operational, marketing, and financial strategies necessary for successful business operations. Learners will apply their knowledge of business management, marketing, and finance to analyze the current market landscape, identify potential challenges, and propose actionable solutions. The project will require a thorough understanding of the gemstone industry, competitive analysis, and the creation of a sustainable business model. This project is designed for students in a business administration program, allowing them to integrate theoretical knowledge with practical application in a real-world context.
Global Brand Campaign for "The Canadian Gem"
Lucentara, a leader in luxury ammolite jewelry, seeks to establish ammolite as "The Canadian Gem" on a global scale. The project challenges students to develop a comprehensive brand campaign that resonates with diverse international markets, specifically targeting North America, Europe, and Asia. Students will begin by analyzing cultural perceptions of color, luxury, and gemstones in these regions. They will then craft creative marketing strategies that highlight Lucentara's unique blend of science, luxury, and Canadian heritage. The goal is to create a cohesive narrative that positions ammolite as a prestigious and culturally significant gemstone, appealing to varied audiences across the globe. This project provides an opportunity for students to apply their classroom knowledge in marketing, cultural studies, and brand management to a real-world scenario.
Ammolite Sorting Machine Concept Design
The project involves designing a concept for an automated machine that efficiently sorts ammolite from shale on a conveyor belt system. Ammolite, a valuable gemstone, is often found embedded in shale, and the current manual sorting process is labor-intensive and time-consuming. The goal is to create a design that can distinguish between shale containing ammolite and shale without it, thereby streamlining the sorting process. This project will allow learners to apply their knowledge of mechanical design, automation, and material detection technologies. The design should focus on feasibility, efficiency, and cost-effectiveness, ensuring that the machine can be integrated into existing workflows. Key considerations include the detection mechanism, sorting accuracy, and the overall design's adaptability to different sizes and shapes of shale.
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