Jewelry made from the ocean, for the ocean.
FINS Belize
At FINS Belize, we create jewelry with a purpose. Each piece is handcrafted from lionfish, an invasive species threatening Belize’s coral reefs. By creating a market for lionfish products and turning them into something beautiful and wearable, we are reducing their impact while raising awareness and protecting our ocean ecosystems.
FINS was founded by divers and conservationists who wanted to turn a reef problem into a solution. Today, our jewelry helps fund marine conservation projects across Belize, from lionfish mitigation to sea turtle protection. When you shop with FINS, you are not just buying jewelry. You are joining a movement to protect the ocean, create sustainable opportunities for coastal communities, and restore biodiversity to the reef.
Willie Caal
Willie has spent more than 10 years working in marine conservation and now brings that experience directly into the jewelry we create at FINS. With a degree in Natural Resource Management, he combines scientific knowledge with hands-on skill to turn lionfish, an invasive species threatening Belize’s reefs, into meaningful products that make a difference.
From diving for lionfish to preparing the fins and assembling each piece, Willie is involved in every step of the process. He takes pride in creating high-quality jewelry that carries an important story about reef protection. Alongside his work on the jewelry itself, Willie manages inventory and day-to-day operations, helping ensure that FINS runs smoothly from ocean to customer.
Abby Porter
Abby leads the vision and growth of FINS Belize. With a background in marketing and entrepreneurship, she focuses on building the brand, creating new product lines, and sharing how jewelry can fuel marine conservation. She enjoys the creative process of sketching, sampling, and refining designs, always aiming to connect people to the mission behind each piece.
Abby is also directly involved in the conservation side of FINS, diving for lionfish and supporting projects that protect reef ecosystems. What inspires her most is watching people connect with the story of FINS. When customers learn their purchase helps protect the ocean, the jewelry becomes more than just an accessory. It becomes a way to take part in conservation.
Together at FINS
Willie and Abby bring different strengths that complement each other. Willie contributes conservation expertise and craftsmanship, while Abby brings her background in business, design, and strategy.
Together, they founded FINS to create a bridge between jewelry and conservation. Their mission is to protect Belize’s reefs while giving people everywhere a chance to be part of the solution.
Flagship Store
Visit Us in Belize
Come see our flagship FINS Belize store in person, located on the famous Placencia Sidewalk in southern Belize. Here you’ll find our full collection of handcrafted lionfish jewelry, eco-friendly gifts, and ocean-inspired products that support reef conservation.
Our shop is more than a boutique — it’s a place to learn the story behind each piece and see how your purchase helps protect Belize’s coral reefs. Stop by to shop, connect with our team, and become part of the movement to turn invasive lionfish into reef protection.
Managed by:
Ashna Billakanti
Social Media Manager
Kate La Barbera
Social Media Manager
