As people, we are incredibly passionate about wildlife and the complex and enchanting ecosystems that it helps to create. It is this deep passion and love that drove us to create this company in the first place. 

Protect What You Love was born on the Ningaloo Reef in Coral Bay, North Western Australia. At the time, the media was ablaze with the villainisation of sharks as a result of shark attacks across Australia. This was particularly true for the Tiger Shark. We began to see growing hate and attacks on these animals and knew that this wasn’t right. There was another side of the story that needed to be told. As people who were spending our lives in the water with these sharks, we knew that sharks were not a villain. Yes, they are dangerous apex predators, but are also magnificent and beautiful animals that are remarkably tolerant of us in their environment. Even more importantly, they are critical to healthy oceans and reefs. So we created a brand dedicated to showing these animals the love and respect they deserved. We were blown away by how many people felt this love too.

Over time we found more of the animals we loved were facing challenges created by our species and so our focus has broadened to where we are today; a company on a mission to inspire people to protect wildlife. It is our love of wildlife that ultimately compels us into action to help to protect the things that give us so much joy and which ensure a healthy and stable environment.

Below are the areas we focus on in order to ensure that wildlife and biodiversity are both protected and restored.