


- Bio
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Caitlin Furby & Mark Turner — Founders of Lucentara and Dinosty Fossils
Caitlin Furby and Mark Turner are the founders of Lucentara and Dinosty Fossils, two closely connected companies reshaping the global perception of ammolite through innovation, craftsmanship, and science.
Together, they’ve built an enterprise that bridges the gap between Alberta’s fossil-rich past and the modern world of design and technology. Dinosty Fossils oversees the mining and restoration of ammonite fossils and ammolite gemstones across more than 1,200 hectares of mineable land in Southern Alberta, while Lucentara focuses on transforming these natural treasures into luxury products and advanced materials research opportunities.
Mark Turner’s lifelong dedication to paleontology and fossil exploration laid the foundation for Dinosty’s success. His discoveries, including significant fossil trackways in Tumbler Ridge, helped define him as one of Canada’s most respected field collectors.
Caitlin Furby brings a background in statistics, psychology, and business leadership, guiding Lucentara’s strategic growth and global expansion. Under her direction, the companies have become known for their precision restoration, ethical mining practices, and pioneering use of technology in fossil preparation and gemstone presentation.
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Lethbridge, Alberta, Canada
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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.