Coral are a species of marine animals that grow on the shelves of the sunlight zone in our oceans. For fish in the shallow areas of the sea, coral provides protection from predators. For humans living near coast areas in the tropics, they absorb energy from ocean waves that could otherwise decimate human life. 

The last time we wrote about coral, several customers came forward with concerns about the reality that is sourcing from reefs for our beads. Because we pride ourselves for having honest sourcing policies, these concerns were taken very seriously. We appreciate the interest our customers have with our store, and we value that we have a community of people who are willing to work with us to make our store the best that it can possibly be. 

Unfortunately for the coral in our inventory, there is no reverse process we can make to restore them to their natural habitat. This topic is a modern problem that we are not facing alone. Rather than just moving on from our mistake, we are committed to doing our share to raise awareness about this situation and contribute to the preservation of ocean reefs. 

We have selected the Coral Restoration Foundation as our non-profit of choice to donate a portion of the revenue we gain from selling the last of our stock of these beads. This Foundation has been awarded for its transparency and responsibility, so we can confidently say that your purchase will be helping sustain ocean life. 

These beads in our inventory will be the last of our coral, so if you have any interest in getting these, now is the time! We recently received a shipment of dyed pink coral for JTV. The soft, subtle designs, try pairing these new pink beads with pastel yellows, like yellow jade, or light blues, like matte amazonite. Red coral beads can pair well with understated natural tones found in fossil coral, or in river stones. White coral can be paired with almost every other stone because they are so neutral. 

An important distinction should be noted between our coral and fossil coral. Like any other fossils we sell, these stones are mined, while the coral is harvested from living animals. Additionally, the fossil coral has been dead for thousands of years, and is discovered in sediment like any other stone. The environmental risks with sourcing these beads are not comparable to the sourcing of living coral.


Diana Noviello

Date 2/11/2020

Thanks so much for this post. I appreciate the thoughtfulness and honesty -- and your solutions.

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