User:SWeb2011/Too Precious To Wear

Too Precious To Wear

Introduction
Too Precious to Wear is a SeaWeb campaign focused on coral conservation and the role of the jewelry, design and home décor industries in protecting coral. The campaign was established in 2008 in an effort to reduce threats to corals and reefs by engaging influential designers and retailers as leading voices in coral conservation.

History
Corals and reefs are vital to a healthy ocean, yet there is very little awareness that corals are living animals, not rocks or colorful plants. While coral reefs constitute only one percent of ocean ecosystems, more than 25 percent of all marine species depend on corals for food, habitat and reproductive grounds. In addition, Americans’ health and economy is intrinsically tied to coral health - coral reefs are estimated to provide $375 billion to the economy through services such as tourism, coastline protection from storms, food and medicinal purposes. However, deep-sea corals and shallow-water reefs are under threat from climate change, ocean acidification, destructive fishing practices and consumer demand for use in jewelry and home décor. Despite these threats, corals are traded in vast amounts – more than 50 tons of deep-sea corals (found at depths below 60 meters) are removed from the ocean every year for jewelry and other decorative purposes. The United States is the largest importer of both shallow-water reef corals and deep-sea precious corals. Scientists say that if corals are left in the ocean, they will have a better chance of recovery from, and resilience to, other threats. The coral trade is what SeaWeb sought to address in developing the social marketing campaign “Too Precious to Wear.” While there have been many efforts from the conservation community to address the threats to corals and reefs, no campaign or effort had particularly focused on coral trade and the connection to coral jewelry and curios - and how that impacts the ocean, and in turn, humans. Too Precious to Wear launched in January 2008 after a year of research and planning. The date was strategically chosen to coincide with the United Nations declaration of 2008 as the International Year of the Reef (IYOR).

Issues
In developing the “Too Precious to Wear” campaign, SeaWeb found that the available science showing the threats corals face was in direct contrast to what was being shown on runways and in design and jewelry showcases around the country. In 2005 SeaWeb noticed a clear resurgence in the use of this precious resource. Coral has been popular for centuries as a raw material and as a source of inspiration. SeaWeb researched Americans’ understanding of corals and threats to corals and found that many Americans feel they know little about the state of corals and reefs. However, more than 93 percent of those surveyed consider a healthy ocean important. SeaWeb’s research also found that more than 25 percent of those surveyed had purchased a coral souvenir, but only 43 percent thought that the removal of coral from the ocean was a serious threat. Next, SeaWeb initiated a research project with Fashion Group International, a fashion and design trade association, to ascertain the industry’s awareness of threats to coral and its traditional use in design. Overall 68 percent of those polled said coral and the look of coral is important in the jewelry industry. Many say coral is a significant design inspiration, particularly for jewelry designers (56%) suggesting that the use of the coral shape, imagery and materials will continue to be an important trend. Seventy-six percent said that if they were designing a new piece of jewelry or home accessory they would be likely to consider using alternatives to real coral such as resin, wax and cultured pearl. Overall 79 percent indicated they would sign a petition asking for increased coral protection on the international or U.S. policy level. Even more – 91 percent – of jewelry designers would petition for better protections. It became clear there was a disconnect between the public when purchasing coral jewelry or souvenirs, the industries that use coral as a material, and scientific consensus showing that corals cannot withstand the pressure of the coral trade. SeaWeb also conducted research on the status of red and pink coral (scientific name: Coralliidae) and found that red and pink coral are among the most valuable and widely traded but least protected of all coral species. With the U.S the largest importer of these imperiled species, an opportunity existed for the U.S. to provide leadership for red and pink coral conservation under the Convention on International Trade of Endangered Species (CITES). In addition, the United States’ current domestic policy mechanism for coral protection - the United States Coral Reef Conservation Act (CRCA) - needed to be updated and reauthorized.

Coral Reinterpreted
To help raise awareness of the threats corals face and the need for immediate action to protect these vulnerable marine animals, renowned jewelry designers united with Too Precious to Wear to launch a one-of-a-kind jewelry collection titled Coral Reinterpreted. Designers included Hannah Garrison of AZU, Frank Gehry, Kimberly McDonald, Melissa Joy Manning, Jennifer Meyer, Monique Péan, Paloma Picasso, Jean Schlumberger and Vena Cava’s Sophie Buhai and Lisa Mayock. Each designer created or donated a single piece of wearable art that evokes the feel of the ocean without harming living animals, such as corals. Coral reinterpreted launched in February 2009 on charitybuzz.com and ran for one month, collecting $X at closing. The collection highlighted the fact that alternatives to real coral are available and that by reducing pressure on coral these marine animals could have a better chance of surviving other challenges, such as climate change.

Industry Outreach
The jewelry industry is in a unique position to help prevent further loss to corals, specially red and pink precious coral. By becoming aware of the issue and looking to corals as an inspiration in jewelry designs, leaving vital corals where they belong – in the ocean – designers and retailers can take pressure off coral. The campaign is conducting outreach to industry leaders to help raise awareness about this important issue.

In the Fall on 2009, Too Precious to Wear partnered with clothing company Lilly Pulitzer to create a coral-inspired line. The necklace from this “Coral Me Crazy” collection had part of the proceeds going to SeaWeb to support the campaign’s coral conservation efforts. Similarly, Cheeky Monkey Jewelry’s winter 2010 collection named “lopelia” was a coral-inspired collection with part of the proceeds going to the campaign.

To date, more than 50 high-profile designers and 1000 individuals have signed a pledge supporting increased trade protection for corals and pledging not to use, sell or purchase real coral. More than 5 million people have been reached through media coverage about the campaign, including mentions in Vanity Fair magazine, Glamour magazine, National Jeweler magazine, New York Times, Washington Post, USA Today, and more.

Policy Initiatives
The 15th Conference of Parties (CoP) of the Convention on International Trade of Endangered Species (CITES) was held in Doha, Qatar in March of 2010. The United States and the European Union jointly co-sponsored a proposal to list red and pink coral under Appendix II of CITES, which would allow trade but only in legally and sustainable harvested coral and coral products. After much lobbying and discussions among the international community, red and pink coral did not receive the two-thirds majority vote required to gain protection. Red and pink coral remain the most valuable and widely trade but least protected of all coral species.

In the United States, the Coral Reef Conservation Act reauthorization would provide an opportunity to support coral reef research and management, and would allow for trade pressures, coral destruction, and climate change to be taken into account. The Act is currently before Congress.

Categories

 * Coral Reef
 * Jewelry
 * Conservation
 * Red Coral
 * Corallium