Under the transformative Indigenous leadership of Tracy and Beth Day Chief, KORITE has embarked on a historic new chapter, blending sustainability, cultural heritage, and innovation to redefine the Ammolite industry. As the global leader and custodian of 95% of the world’s Ammolite reserves, KORITE is committed to ethical mining practices, environmental restoration, and amplifying the gemstone’s cultural significance on a global stage. From successful relaunches in international markets to fostering collaborations with Indigenous designers, KORITE continues to celebrate Ammolite’s legacy while making a lasting impact on communities, cultures, and the gemstone industry at large.
KORITE’s transformation is inspiring. Can you share what it means for the company to now operate under Indigenous leadership, and how this aligns with its mission and values?
KORITE’s transition to Indigenous leadership under Tracy and Beth Day Chief is a historic milestone, as they become the first Indigenous owners of the company. As the owners of Buffalo Rock Mining—the company that acquired KORITE—Tracy and Beth bring unmatched expertise and a legacy of mining Ammonite since 2008. Their hands-on involvement in the industry ensures that KORITE’s operations, from mine-to-market, are guided by authenticity, care, and respect for the land.
I have been privileged to work alongside Indigenous communities throughout my career, and this transformation amplifies our shared mission to honour the heritage and cultural significance of Ammolite. Together, KORITE and Buffalo Rock Mining now own 95% of the world’s Ammolite reserves, a responsibility we embrace with deep reverence. This alignment enables us to safeguard this rare gemstone’s legacy while championing sustainability, transparency, and inclusivity in every aspect of our work.

Ammolite is a unique gemstone with cultural and environmental significance. How is KORITE educating global markets about its importance, and what role does awareness play in your brand strategy?
KORITE is committed to ensuring Ammolite’s story reaches a global audience. We actively collaborate with industry associations such as the International Colored Gemstone Association to enhance awareness within the gemstone community, bridging the knowledge gap among peers and colleagues who may still be unfamiliar with Ammolite. These partnerships allow us to position Ammolite prominently within the broader gemstone industry, emphasizing its rarity, beauty, and cultural heritage.

As the global leader in Ammolite, KORITE is synonymous with its legacy. Education is central to our brand strategy, and we are committed to sharing the story of Ammolite as the “sleeping beauty of the gem world,” a term first coined by the Discovery Channel. Through collaborations with gemological experts and targeted storytelling, we elevate Ammolite’s status among colored gemstones. Our goal is to awaken the world to its unparalleled rarity, cultural significance, and value, ensuring Ammolite takes its rightful place as a global treasure.
Sustainability and transparency are core pillars of KORITE. Can you elaborate on how these principles shape your mining practices and product development?
At KORITE, sustainability and transparency are woven into the fabric of everything we do. Our approach to mining begins with a profound respect for the land. We employ methods that minimize environmental disruption, and every site undergoes comprehensive land reclamation to restore ecosystems after mining is complete.

Transparency is equally critical. Owning 95% of the world’s Ammolite reserves allows us to set the highest standards for ethical sourcing and traceability. Every Ammolite piece we create is crafted with care, ensuring it reflects not only the beauty of the gemstone but also our unwavering commitment to responsible practices. Sustainability and transparency are not only principles—they are promises that define KORITE’s legacy.

KORITE recently relaunched in the Asian market with a successful Taobao event. What were the key takeaways from this milestone, and how do you see it impacting your future global strategy?
The Taobao event was a landmark moment for KORITE, underscoring the growing global demand for Ammolite. This milestone highlights the power of storytelling in connecting audiences with the gemstone’s rich history and significance. Customers are not only purchasing Ammolite as a gemstone—they are embracing its rarity, cultural heritage, and its role as a symbol of positive energy in Feng Shui.

This success affirms the importance of blending tradition with technology. By utilizing innovative digital platforms like Taobao, we reached new audiences while staying true to our brand’s authenticity. This approach will be central to our global strategy moving forward, enabling us to tailor our storytelling to diverse markets while solidifying Ammolite’s reputation as a gemstone of unparalleled value and meaning.

Looking ahead, what are your aspirations for KORITE’s legacy, and how do you envision the company contributing to the industry and the community over the next decade?
KORITE’s legacy will be defined by the connections we create—between cultures, communities, and generations. Over the next decade, we envision KORITE leading the gemstone and Ammolite industry in sustainability and ethical practices, setting new benchmarks for how gemstones are mined, crafted, and shared with the world.
A key aspiration is to collaborate with new artists and designers, including Indigenous designers, to create jewellery designs that honour ancient traditions while embracing contemporary innovation. By leveraging the strength of owning 95% of the Ammolite reserve, we have the unique ability to both protect this rare resource and expand its recognition globally.

Beyond the industry, KORITE is committed to making a meaningful impact in the communities we serve. Whether through environmental restoration, educational partnerships, or amplifying Indigenous voices, we aim to be a force for good. Our success will ultimately be measured not only in growth but in the positive legacy we leave behind—for the industry, the environment, and future generations.