One Pair of Earrings, 70,000 Fish Saved: Discover Kaj Expressions

As a fan of all things handmade, I always look out for artisan businesses when I travel. In April, I visited Belize, a small country in Central America, with my family. While searching for an ATM in the popular town of San Ignacio, we stumbled upon Kaj Expressions. Stepping inside, I was delighted to discover a collection of handmade gold-filled wire jewelry showcasing marine and botanical themes. After my daughter and I picked out two pairs of earrings for her and one for myself, I discovered that my lionfish earrings were designed to support marine conservation (more on that later). I made a mental note to write about this business. Months after my trip, I finally got around to it, and in the process, I learned the founder of Kaj Expressions is inspiring in more ways than one.

Khadija “Kaj” Assales started making jewelry at her kitchen table, using just a few beads, wire, and basic tools. She launched her business right after selling her first pair of earrings in 2011. For years before her business took off, Kaj wore every hat—designer, maker, marketer, and bookkeeper. Not to mention, she was also raising two toddlers as a single mom. Kaj’s hard work paid off, and today her “small venture has grown into a close-knit team of five dedicated women,” as noted on her website. Additionally, Kaj Expressions has four brick-and-mortar locations throughout Belize, as well as an online storefront.

Although Kaj loves designing jewelry, she discovered another passion while running her business. “As I started to see progress and experience the freedom that comes from being self-sufficient, I found my true purpose: empowering other women to become independent.” Kaj mentors young women to pursue financial independence through entrepreneurship.

Now, let’s talk about the third way Kaj is inspiring: her commitment to ocean conservation. As I mentioned earlier, I purchased a pair of lionfish earrings during my visit. I was drawn to their bold look. These lightweight, fluttery drops showcase the natural elegance of lionfish fins and catch the eye with their contrasting colors. While I was choosing a pair, the lovely saleswoman shared that lionfish are an invasive species wreaking havoc on Belize's coral reefs.

Lionfish reproduce three times faster than native fish and devour the vital reef cleaners that keep algae at bay. The result? Reefs in Belize are suffocating under blankets of algae. Why is this bad? Beyond their ecological importance, healthy coral reefs play a critical role in sustaining both coastal and inland communities. The bottom line? The people of Belize rely on healthy marine ecosystems for food and jobs. 

Now, back to the earrings. I learned that each pair of Kaj Expressions’ lionfish earrings has the potential to save up to 70,000 native fish. I wanted to know more about the process, and through my research, I discovered how Kaj began working with lionfish.

In 2013, Kaj had a booth selling jewelry at a lobster festival in Placencia, Belize. She took a break from her booth to attend a talk by Jennifer Chapman, a British conservationist based in Belize (the two are now friends). Jennifer spoke about the dangers of invasive lionfish in Belize, and what Kaj heard weighed on her—she wanted to help.

Later that day, Jennifer showed Kaj a pair of lionfish earrings crafted by a jewelry designer in Florida. A lightbulb went off, and Kaj knew exactly how she was going to help reduce the lionfish population—by incorporating their striking fins into her jewelry designs.

Kaj began sourcing fins from local divers and fishers involved in lionfish removal efforts, and spent a year experimenting with how to turn them into jewelry. She launched her first collection in 2014. And, it’s been going strong ever since. In fact, Oceana, an international advocacy organization for ocean conservation, awarded Kaj one of its “Ocean Hero” awards in 2024.

The best way to end this story about Kaj and her success is with this: The entrepreneur’s positive influence will extend into the next generation and beyond. One of her daughters, Mia, now a teenager, said it best in a video created for the Oceana awards. “Me and my mom are really close. She's like my best friend and one of my biggest inspirations, and recently she has taught me how to make jewelry, and I hope one day I could be as impactful as she has been.”

You can learn more about Kaj Expressions at https://www.kajexpressions.com/.