Coral Is Too Precious To Wear

coral reef

Coral is much more than just a fashion accessory or something to brighten up a fishtank. Coral reefs  are made up of millions of living creatures and constitute one of the earth’s major ecosystems.

Coral reefs are home to more than 4000 species of fish and untold numbers of plants and animals, many of which are important not only to humankind  at the top of the food chain, but also to hundreds, perhaps thousands of species lower down  the  ladder. They are the rainforests of the ocean. Losing them could have negative consequences we cannot even imagine.

Disappearing Coral

The world’s coral reefs are dying at an alarming rate. It is estimated that 25% of the world’s coral reefs have already disappeared. The rest are in serious danger.  Pollution, disease, overfishing and warming ocean temperatures are taking their toll.  The problem is worldwide thus the solution must also be global. Yet because it affects the whole world, it is difficult to get governments to focus on ocean pollution in general or coral reefs in particular.

Too Precious To Wear

Enter Seaweb, a communications-based nonprofit organization that uses social marketing techniques to advance ocean conservation. Seweb’s Too Precious to Wear campaign was launched in 2008 to coincide with the international year of the coral reef.  It  is aimed at  redirecting consumer interest from coral to other materials while challenging  the design community to come up with beautiful, innovative products using alternatives to coral.

What a great way to focus world attention on the consequences of the loss of the world’s coral reefs.  It has been a brilliant success.

Click here to see magnificently designed jewelry and objets using coral alternatives.

Click here to sign the coral pledge and see what you can do to help save the world’s coral reefs.

Kudos to Seaweb for lighting a candle rather than cursing the darkness.