Gondwanna Sustainable Sourcing's débuts

In the past decades, global warming has become an alarming topic and reality in all spheres of our lives. Domoina Ranjatoelina, CEO and founder of GSS recalls how this topic was deeply covered in her tourism studies at Thompson Rivers University and during her MBA at University Canada West. However, she really wanted to make use of her original skills (gemology) and tackle a more hands-on approach to it.

When it comes to jewelry, eco-conscious people are turning to more eco-friendly options that not only look stunning but also help protect the environment and local communities. The idea of GSS (formerly called African Gems Portal), was to introduce a range of ethically-sourced mining products and jewelry pieces into the Canadian market.

When she won the "Inspire! Marketing Coloured Gemstones" pitch competition in July 2019 in Nairobi, Kenya, Domoina was confronted to several challenges in her pilot project in Madagascar, which is also her country of origin:

• SAFETY: access to remote rural areas where artisanal and small-scale mining (ASM) communities conduct their operations is not always safe (especially nowadays compared to 10 years ago)

• LOGISTICS: logistics can be difficult, as roads are not in great condition and well maintained. A 4x4 is usually needed, but fuel gets pricy as well in the field.

• CULTURE & LOCAL CUSTOMS: even though familiar with Madagascar, culture can either be a barrier or a catalyst for change to some business activities. Understanding local cultures and rites is crucial in Madagascar. For this regard, we worked with local villagers, intermediaries and village chiefs. In general, people are open to doing business and sharing, but it can be difficult to bring positive changes from a foreign perspective. One of the trends that can be hard to deal with in Madagascar is the "mora mora" way of life (which literally means "slow"). This is a great mindset when you are on vacation and need to unwind, but not so great when you have deadlines in a business setting.

• COVID-19: while she was in Madagascar, Domoina had to stop her field activities, as the global pandemic started to hit the country in March 2020. The project had to pause, but we managed to get important field research findings. Check out: GSS Youtube channel.

• POLITICAL AND SOCIOECONOMIC UNCERTAINTY: since the Covid-19 pandemic, there have been certain political and economic circumstances that unfortunately make the mining sector, especially the ASM one in Madagascar, a challenging sector of activity (even though, Madagascar mineral resources are some of the most beautiful in the world). For instance, here are some reasons from reliable sources:

  • corruption perception index is high with 75 out of 100 (source: World data, 2023)

  • high poverty levels for a population of 30.3million inhabitants (80.7% in 2023, US$2.15 per person per day), especially in rural areas in which access to clean water and other basic needs are rarely met (source: World Bank, 2023)

  • low literacy and education rates: in 2020, Catherine Russell, Chief Executive of UNICEF, stated that "lack of resources in schools, insufficient compensation and qualification of teachers, overcrowded classrooms and outdated curricula are hampering our children's ability to reach their full potential" in Madagascar (source: UNICEF, 2022)

Despite these abovementioned challenges, our role at GSS is to strive to overcome and collaborate in an ethical and transparent way with various stakeholders. Also, as a social enterprise, we are also committed to make a difference in any of these areas, wherever our actions can help. Education through workshops, seminars and courses are another commitment GSS has in their mandate and this would not be possible without the help and contribution of global consultants and collaborators.

Last but not least, even though Canada is a very diverse country, another challenge (but this time in Western was to create a stylish brand that consumers would trust and use, in order for them to give up supporting mass-produced items that are harming the planet. Transparency and accountability are key success factors in this process and this is where GSS' competitive advantage lies in: sharing authentic stories from all over the artisanal and small-scale mining (ASM) communities.

In addition to 21st century's challenges like Covid-19 and climate change, Gondwanna Sustainable Sourcing is committed to offer a wide range of diverse jewelry offerings, catering to various styles and preferences. Whether you're a jewelry enthusiast, a professional jeweller, or a member of the rockhound community, there's something for everyone on this website.

Whether you're looking for a one-of-a-kind statement piece or a classic everyday accessory, GSS has something for you. If not, feel free to contact us.

Thank you for your precious support!