Steering Armasi Mining to new heights

Wielding nearly two decades of experience in the mining industry is Jenice Ndeyapo Shifotoka, who serves as the owner and managing director (MD) of Armasi Mining Pty Ltd, a company offering mining services in precious stones. "From the formative years of my secondary education to my focused specialisation in colour-stones grading and gem identification at the Jewellery Council of South Africa, I have always been drawn to the world of minerals and stones," said Shifotoka.

She said the foundation laid by her education was fortified by the hands-on experience she gained as an administrative officer at the mines’ ministry. It was there that she got to hone her skills, leading to her founding Armasi.

Armasi, which is Swahili for diamond, epitomises not just the precious stones they deal with but the resilience, determination and multifaceted aspects of their identity. "I founded Armasi to offer expert consulting services in mining, ensuring that every client engagement is as precious and unique as a diamond. I reflect on this journey with pride and anticipation for the future as I aspire to steer my company to new heights," she said.



Push for ethical mining

As Armasi’s MD, Shifotoka is responsible for steering strategic decisions, overseeing consultancy projects and building meaningful relationships within the mining industry. She added that her true passion lies in promoting ethical and suitable mining practices while ensuring that the industry remains beneficial for generations to come. "The potential of making a difference, be it through responsible mining or sharing my vast experience, is close to my heart."

When asked about what has kept her motivated in mining throughout the years, she said: "The allure of the mining industry is undeniable. The sheer process of uncovering hidden treasures from the earth's depths has always fascinated me."

Looking forward, Shifotoka envisions a mining sector that is sustainable, ethical, and technologically advanced. Despite the industry’s longevity, she is confident that there is still much more to be achieved. "At Armasi, we're committed to pushing boundaries, be it through embracing newer technologies or advocating for environmentally friendly practices."

She advises budding professionals eager to make a mark in the mining industry to remain curious, be adaptable, and never compromise their values. "The energy sector is vast, and the possibilities are endless. Yet, it's the integrity, hard work, and dedication that will set you apart."



Overcoming growing pains

Shifotoka admitted that navigating the mining landscape has proved tricky at times. She pointed out that the mining ministry levies high fees for employment practices liabilities (EPL) and claims, which puts small and medium enterprises in the mining sector at a disadvantage. "The Environmental Clearance Certificate (ECC) is another financial barrier, excluding many who simply cannot afford it. Additionally, the delays in the approval of applications have been protracted and are agonising.

"These challenges collectively push the less privileged out of the mining sector, depriving them of opportunities. At Armasi, we are actively voicing these concerns and advocating for more inclusive policies that democratise access to the mining industry," she said.

Shifotoka aspires for Armasi to be a beacon of excellence, setting standards in mining consultancy globally. She envisions a future where Armasi plays a pivotal role in shaping a more responsible and innovative mining industry.

"The road to establishing Armasi Mining has been enlightening, with every experience being instrumental in shaping my perspective. To everyone who has been a part of this journey and to those who aspire to join the mining world – let's dig deeper, dream bigger, and build a brighter, more sustainable future together!"