Architects of Africa's Mineral Future

Our History

APMC is not a startup; it is the strategic evolution of a decades-long successful enterprise. Our story begins with the Afrimond Diamond & Jewellery Institute, a pioneering force in the African mineral sector established over 24 years ago. Afrimond was driven by the imperative of beneficiation—the process of adding value to raw materials on the continent—and became a trusted authority in diamond training, technical vetting, and industry consulting across Africa.

During its heydays, Afrimond was an ISO certified organisation and held critical accreditation with the South African Mining Qualification Authority (MQA) and the Botswana Qualifications Authority (BQA), delivering certified training that empowered hundreds of African citizens and transferred skills historically held only by foreign entities. The Institute developed robust, battle-tested protocols for rough diamond sorting, valuation, and market analysis, and cultivated extensive, reliable networks across Sub-Saharan Africa—including key gold and diamond source countries such as the DRC, Uganda, and Zimbabwe.

The leadership of Mr. Todd Majaye, a founding Director of Afrimond and now APMC's Executive Chairman, was instrumental in this legacy. His personal expertise—spanning diamond valuation (De Beers and market systems), gold trading, refinery operations, and strategic planning—combined with his work consulting for multiple African governments on precious stones and minerals policy, laid the foundation for APMC's current operational model.

APMC is the direct corporate continuation of this legacy. We have successfully integrated the full suite of Afrimond's Intellectual Property (IP), including all course materials, operating procedures, technical vetting protocols, and established supplier and off-taker networks. This inherited IP eliminates the multi-year development cycle typically required for compliance and training, allowing APMC to launch with immediate credibility, de-risked operational models, and a pre-existing blueprint for large-scale success.

Our Vision

To be recognised as Africa's definitive, premier integrated precious minerals and metals company, redefining the industry through market leadership, uncompromising ethical standards, and global innovation.

We are a Pan-African enterprise rooted in the commitment to empower Africans, ensuring maximum value is derived from their God-given mineral resources. APMC is dedicated to "Crafting Legacy"—a core commitment that extends beyond traditional business success.

This means securing economic sovereignty through full-spectrum beneficiation, setting the global benchmark for ethical and transparent sourcing, and intentionally building a future generation of specialised experts through training and skills transfer.

We envision training the whole African continent and passing on this intellectual property for the transformation of the entire precious minerals and metals value chain. We believe that true economic sovereignty is built not on the extraction of resources, but on the mastery of their beneficiation. By exporting knowledge rather than raw materials, we will build a continent where African minerals are processed by African hands, traded by African minds, and celebrated as African masterpieces. This is our legacy. This is our continental commitment.

We commit to positioning Botswana as the global beacon of leadership in the precious minerals and metals industry, ensuring that the excellence we build today benefits generations to come.

Our Mission

To establish a sustainable, ethical, and globally competitive integrated precious minerals and metals company that serves as the premier value-creation platform for all stakeholders. We achieve this by maximising returns through our integrated business model and dedicating ourselves to the purpose of shaping an enduring heritage of excellence and sustainability.

We are driven to leverage Botswana's stability and expertise to decisively lead the global precious metals supply chain, ensuring every operation leaves a lasting positive impact and reinforces the nation's standing as a beacon of ethical leadership.

Specifically, we are committed to:

• Driving Economic Diversification: Creating a high-value service sector entity that operates at a continental scale, reducing reliance on traditional revenue sources by creating new high-value services and trade linkages across the continent.
• Maximising Value Capture: Ensuring that African minerals are beneficiated on the continent, capturing value through cutting, polishing, refining, and manufacturing before export.
• Building Human Capital: Activating our Training & Skills Development division to formalise and professionalise the local mineral ecosystem, equipping the local workforce with specialised skills needed to fuel accelerated industry growth.
• Facilitating High-Velocity Trade: Implementing a refined, high-margin minerals brokerage service designed for rapid transaction throughput.
• Setting Ethical Benchmarks: Operating with unwavering integrity, full compliance with international standards, and a commitment to transparent, responsible business practices.

Our Core Values

At Associated Precious Minerals Company, our values are the inherent principles guiding every decision, transaction, and partnership. They serve as the foundational inspiration for our commitment to maximising the value of Africa's extractive industries for the economic upliftment of the nations we serve. Our profitability goals shall always be achieved in a manner consistent with these core beliefs.

Ethical Conduct: We are committed to achieving profitability through integrity and full compliance with all applicable laws and international standards. Our operations set the global benchmark for responsible and transparent business practices.

Impact: We measure our success by the positive, tangible change we create. This includes economic empowerment, infrastructure development, and significant contributions to national capacity building through skills transfer and job creation.

Inclusivity: We cultivate a diverse, equitable, and inclusive environment where every employee is empowered to contribute their unique perspective. We ensure that all voices are heard, valued, and held accountable for their actions.

Respect: We treat all stakeholders—from partners and competitors to employees and communities—with unwavering professionalism and dignity, fostering honest dialogue and assuming positive intent in every exchange.

Sustainability: Our commitment to Sustainability is a non-negotiable act of ethical stewardship. We strive to move beyond mere compliance, actively pursuing practices that ensure we do less harm and more good.

Trust: We foster a culture of honesty, reliability, and consistency. We build lasting relationships by ensuring our words and our actions are always perfectly aligned.

Impact & Inclusivity

We measure our success by the positive, tangible change we create. This includes economic empowerment, infrastructure development, and significant contributions to national capacity building through skills transfer and job creation.

We cultivate a diverse, equitable, and inclusive environment where every employee is empowered to contribute their unique perspective. We ensure that all voices are heard, valued, and held accountable.

Mr. Todd Majaye

Executive Chairman - Visionary Leader & Industry Expert

Mr. Todd Majaye, APMC's Executive Chairman, is the Pan-African strategist and visionary ensuring the execution of our continental beneficiation mandate. He leverages decades of executive leadership and a vast G7-approved global network, honed through management roles at institutions like the Botswana Diamond Valuating Company, DVIC Valuations (SA), and Afrimond Diamond & Jewellery Institute.

As a leading mineral beneficiation advocate, his expertise spans diamond valuation (De Beers and market systems), gold trading, refinery operations, and strategic planning. His background includes specific competencies in Gold Trading Procedures, Illicit Trading Identification and Reporting, and Broking for Suppliers and Buyers—knowledge that is the single most important factor ensuring the compliance and security of APMC's trading activities.

Mr. Majaye is a well-known vocal advocate of mineral beneficiation and has consulted extensively with governments across the African Continent on various areas concerning the precious minerals and metals industry. His unique blend of technical mastery and executive strategy guarantees the de-risked and rapid execution of APMC's integrated business model.

Mr. Julian Useya

Business Development Director - Seasoned Economist & Strategic Business and Finance Specialist

Mr. Julian Useya, APMC's Business Development Director, is a proven operational and financial strategist who brings over 23 years of diverse, cross-industry expertise spanning construction, financial services, and FMCG. As the founder of a successful professional services firm, he has a strong track record in synthesising strategic planning, financial acumen, and IT infrastructure optimisation to drive growth.

This unique, multifaceted background enables him to efficiently identify and capitalise on new market opportunities across Africa, ensuring APMC's strategic initiatives are executed with precision and a sharp focus on long-term value creation.

Mr. Pule Edgar Senatla

HOD-PR & Marketing - London-Trained Diamond Expert

Mr. Pule Edgar Senatla is the Chief of Operational Excellence, bringing over a decade of foundational diamond industry expertise as one of Botswana's first London-trained sorters and valuators.

His background at the Diamond Trading Company in London and the Botswana Diamond Valuing Company, coupled with proven success in project management and operational leadership at Pulsen Designs and Habitat for Humanity, ensures a high standard of quality assurance and reliable execution across APMC's ventures.

Ms. Dikeleli Maud Sentle

HOD-Product Technical - Chief Technical Vetting & Quality Practitioner

Chief Technical Vetting & Quality Practitioner with 36+ years of unmatched authority from DTC Botswana and De Beers Global Sightholder Sales.

Her technical authority covers the full spectrum of diamond sorting, valuation, and quality assurance, underpinned by her Executive Vice President's Excellence Award. Ms. Sentle is crucial for APMC's training mandate with proven skills in mentoring and coaching and international work in London and Antwerp. This deep, technical expertise ensures the world-class quality and integrity of APMC's entire value chain.

Our Footprint & Networks

APMC is strategically headquartered in Gaborone, Botswana—the nation's financial and administrative capital. This central location ensures proximity to key stakeholders, financial institutions, and international logistics hubs, facilitating seamless coordination of our high-velocity trading and consultancy activities.

Our operational strategy employs a dual-hub model designed to maximize administrative efficiency and long-term industrial value capture within Botswana:

• Gaborone Headquarters (Administrative & High-Margin Services): Our current headquarters houses our executive management, operations, and support staff, as well as our Training and Development Centre and Consultation and Brokerage Hub. This facility fosters efficient collaboration and high-level strategy execution while serving as the command centre for our continental operations.
• Francistown Industrial Hub (Beneficiation & Production): Our future industrial and processing functions will be strategically located in the Francistown Special Economic Zone (SEZ). Francistown is the natural gateway to the African supply base and is ideally positioned for global market access. This site will house the large-scale, high-CAPEX pillars of our business, including the Gold Refinery and the Cutting & Polishing facilities, ensuring all value-adding beneficiation is executed within Botswana under state-of-the-art infrastructure.

Our reach extends across 54 countries in Africa, serving a population of over 1.4 billion people. Botswana, one of Africa's most stable countries, is the continent's longest continuous multi-party democracy and one of the world's biggest diamond-producing countries—providing the perfect foundation for our continental ambitions.

Continental Networks

Our competitive advantage rests on our ability to access a verified, consistent supply of unwrought gold and raw diamonds, secured through the Directors' extensive trade relationships developed over decades:

• Pre-Vetted Afrimond Network: Our primary suppliers are vetted partners developed through the Afrimond Diamond & Jewellery Institute's network, ensuring reliability and a proven track record. This network provides a ready-made supply base, eliminating the long lead time usually required to establish trust.
• Geographic Reach: The network is continental, with established links to gold and diamond suppliers in key producing nations including the DRC, Uganda, Zimbabwe, and South Africa, providing the required volume to meet our gold, diamond, metals and other precious stones trading throughput.
• Global Off-Take Partners: We maintain secured relationships with international buyers in global hubs—including North America (USA), Dubai, Europe, and Asia—ensuring consistent demand for our compliant, responsibly sourced minerals.

Economic Sovereignty

We are dedicated to stopping the value leakage that has historically seen Africa's minerals beneficiated and profited from offshore. By establishing Botswana as a central, ethical trading and beneficiation hub, we ensure that the final, high-value economic activities—refined gold, polished diamonds, and specialized trading commissions—are captured on the continent.

Our 10-Year Economic Impact Projections:

• Economic Diversification: A projected 20% reduction in the economy's reliance on raw mineral exports by fostering downstream industries like cutting, polishing, and jewellery manufacturing.
• Massive Job Creation: An estimated 4,000 to 5,000 direct and indirect job opportunities, including a focus on youth employment.
• Enhanced GDP Growth: An additional 3–5% contribution to Botswana's annual GDP growth.
• Major Foreign Currency Inflows: An annual increase of BWP 1 billion to BWP 3 billion in foreign currency.
• Youth Empowerment: Dedicated programs to place over 2,000 young Batswana in skilled positions within the sector.
• Downstream Opportunities: Creation of BWP 4 billion to BWP 12 billion in new downstream economic opportunities, including specialized logistics, financial services, security, technology, and hospitality.
• Trade Volume: Position Botswana as the primary conduit through which most precious minerals and metals from across Africa are sold to the global market, with projected annual volume exceeding US$20 billion within 10 years.

Skills Transfer & Human Capital

We believe that true economic sovereignty is built not on the extraction of resources, but on the mastery of their beneficiation. Our Training & Skills Development pillar is central to this commitment:

• BQA-Accredited Training: We are reactivating our accreditation and offering comprehensive, globally benchmarked courses—including Diamond Foundation, Diamond Valuation, Diamond Cutting & Polishing, Diamond Jewellery Manufacturing, and Diamond Entrepreneurship.
• Real Production Environment Placement: Every student in our flagship programmes benefits from a placement in a real production environment, ensuring they emerge with not only knowledge but demonstrable experience.
• Corporate Training: We offer bespoke courses for logistics companies, revenue and tax collectors, financial institutions, insurance companies, and regulators, equipping professionals across the ecosystem with specialised industry knowledge.
• Continental Vision: Our long-term vision is to train the whole African continent and pass on this intellectual property, empowering every nation blessed with precious resources to master their beneficiation.

Ethical & Environmental Stewardship

We are committed to sustainability as a non-negotiable act of ethical stewardship. Our rigorous 8-Stage Standard Operating Procedure ensures that all suppliers meet strict international due diligence standards:

• Compliance-First Mandate: Our rigorous 8-Stage Standard Operating Procedure ensures that all suppliers meet strict international due diligence standards, including OECD Due Diligence Guidance and Kimberley Process requirements.
• Environmental Vetting: We conduct stringent due diligence on all suppliers, refusing to deal with non-compliant miners who pollute or breach ethical standards.
• Future Industrial Sustainability: Our planned industrial facilities in Francistown will incorporate advanced, closed-loop systems—including chemical treatment plants for refinery by-products and water-efficient, recirculating systems for diamond cutting—to minimize environmental impact.
• Paperless Operations: We reduce waste generation through paperless operating procedures and digital record-keeping wherever possible.

Through this proactive, phased approach, APMC ensures that our pursuit of economic value is inextricably linked to our commitment to a sustainable and preserved common wealth for future generations.