But for Damien Foo, getting the ammolite from the Rocky Mountains in Canada to the Malaysian jewellery lover’s set of ornaments is a challenge he relishes.

The ammolite is an opal-like organic gemstone formed by the fossilisation of the shells of molluscs over a period of 70 million years. Few in Asia are aware of its existence, much less its worth.

Foo’s challenge is not only to introduce the gemstone to enthusiasts more familiar with diamonds and opals but to also get them to add it to their collection of jewellery.

He is hoping to achieve this through Kaimirra Tutan, a couture and jewellery boutique located in Kuala Lumpur’s Mid Valley Megamall, which opened for business in September.

The 39-year-old Foo, who serves as group managing director at Kaimirra Tutan, wants to position the boutique as a brand that curates and designs its own range of ammolite gems.

It helps that no two pieces of ammolite are the same, making each piece unique, complete with its own characteristics.

Unsurprisingly, the uniqueness comes at a price. An 18k gold pendant with sapphire and ammolite goes for RM8,700 while a set that comprises an 18k gold necklace, ammolite gemstones, diamond, blue topaz and aquamarine can be yours for a cool RM232,700.

“We want to change the way people perceive luxury jewellery and what the market has to offer buyers in a rapidly changing world,” Foo told Disruptr in an interview recently.

Foo identified Kaimirra Tutan’s classy and vintage collections as its strong suite. “They come in a truly one-of-a-kind design and our clients love it,” he said.

He said the boutique is also expanding its “simpler” but cool and stylish collection to meet the demands of the younger market. This, to him, is part of a strategy to grow the business.

He acknowledged that there is yet little awareness about ammolite among locals, but rather than taking this as a challenge, he chooses to focus on the vast opportunities that Kaimirra Tutan can grab if it wins over jewellery connoisseurs.

“We are looking at new ways to educate the audience about ammolite gems and what gives it that otherworldly iridescence,” he said.

To achieve wider interest in the ammolite, Kaimirra Tutan will also be organising promotional events and workshops as well as creating partnerships to encourage the curious mind to explore the many facets of the gem.

Steps have also been taken to create a seamless journey from Kaimirra Tutan’s digital platform to its physical location.

Foo said Kaimirra Tutan’s effort to get to know its clients better and to meet their every demand is its selling point.

For instance, he said, the strategy could extend as far as taking the clients all the way to the Canadian wilderness to observe the process of mining ammolite.

He said a direct link with gemstone mines in places such as Sri Lanka as well as partnerships with international designers also ensure that Kaimirra Tutan can ensure buyers get pieces customised to their fancy.

“For one of our clients, we custom-designed a matching pendant, necklace and bracelet set of ammolite, ruby and sapphire, adding up to 85 carats of jewellery,” he recalled.

Looking ahead, Foo said the high speed of technological innovations has ensured that online and in-store retailing move equally fast.

He said retailers would need to be fast in embracing change to stay ahead of competitors and more importantly, they need to know how to weave new innovations seamlessly into their operations to deliver the best customer experience.

Foo sees pros and cons in the lifting of Covid-19 restrictions. “The desire to shop has returned, and people are indeed spending more. There are more large-scale promotional events, and everyone wants to be a part of it,” he said.

He said social media has also helped to fuel the spending spree as everyone now wants to be seen with a different look for each social occasion.

On the other hand, more people are travelling abroad, so the challenge for local jewellers is to retain their customers. For that, they have been introducing more options.

This, he said, is where the opportunity lies.

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