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About Us

Meet Julie Carter

My story begins with my father who grew up in a small fishing community in Gansbaai situated in the Western Cape of South Africa.

My father’s passion for fishing grew out of his childhood, when he used to fish and do odd jobs for the fisherman in the village to help support his family. He would spend most of his childhood and youth fishing every chance he could get and gained a diverse knowledge of the marine life in False Bay.

When he moved to Cape Town and started a family of his own his love for fishing and the ocean continued and he passed down this passion to his children. I was fortunate enough to grow up eating a wide variety of the freshest fish available and at the time did not realise how privileged we really were.

Quality food had become a great interest in my life and I decided to study at a Hotel School. After I graduated I worked in the catering industry for 12 years and gained an insightful understanding of the business of food.

I always wanted to have my own business. Having passed many a fish over the wall to my neighbors from my fathers boat and after many glasses of wine they suggested that I sell fish.

With a van full of fish and no idea what I was in for, I set up a stand at the Neighbourgoods Market in the Old Biscuit Mill and Ocean Jewels was born.

It happened so quickly and naturally, I was amazed at how everyone was blown away by the quality – I realised then that there was a real gap in the market for super quality, fresh fish and have never looked back.

When I was a kid my dad would come home from a fishing trip with a large variety of fish – all caught in false bay and pretty much every fishing day was successful – Unfortunately now the variety has dwindled and the fisherman often come back unsuccessful.

Sustainable fishing practice is therefore very important to me. I can’t with a clear conscious sell fish that’s fishing method is destructive to the environment.

Ocean Jewels will never sell fish on the SASSI red list and only sell fish from licensed commercial fisherman.

The Ocean Jewels Team

Our fantastic team endeavors to offer helpful and efficient service to the highest quality, ensuring your experience at Ocean Jewels exceeds expectations and drives customer satisfaction.

We look forward to be of service!


What is WWF SASSI?

Supported by the rapid growth in consumer awareness around the need for sustainable seafood, there are now a growing number of retailers, restaurants and suppliers who are responding to this increasing consumer demand.

Both suppliers and sellers of seafood can have a positive influence by changing the way they buy seafood, thus creating an environment where fishers and fish farmers do not feel at a competitive disadvantage by addressing key environmental impacts as part of their operations.

To encourage responsible sourcing, WWF developed the SASSI Retailer / Supplier Participation Scheme in 2008 as a means to engage key national retailers and restaurant franchises together with their suppliers to help drive transformation in source fisheries and fish farms. This is mainly achieved by conducting operational assessments with these companies to help them identify the major sustainability risks and opportunities in their seafood operations.

SASSI then collaborates with these companies to develop and implement solutions to address the key seafood sustainability challenges that they are faced with. A vital component of this process is for the companies to make measurable commitments to sustainable seafood which in turn creates the necessary incentive for source fisheries and fish farms to change.

Those companies that actively participate in the scheme, with guidance from SASSI, are thus playing their role in changing the landscape of the local seafood industry.

Ocean Jewels Fresh Fish is a proud participant and supporter of the SASSI initiative.

Visit to find out more.

How does the SASSI list & colours work?

The SASSI list is an all in one central place to find out the sustainability status of the seafood species you wish to eat. We have taken a simple ’traffic light’’ approach – when the species is listed as green, go for it! When it is orange, think twice, and red? Well, that is a definite no-no!

Green – Best Choice

These are the most sustainable choices from the healthiest and most well-managed populations. These species can handle current fishing pressure, or are farmed in a manner that does not harm the environment. This is the group from people are encouraged to choose from.

Orange – Think Twice

This group includes species that have associated reasons for concern, either because the species is depleted as a result of overfishing and cannot sustain current fishing pressure, or because the fishing or farming method poses harm to the environment.

Red – Don’t Buy

This group includes unsustainable species as well as those that are illegal to sell in South Africa. Some of these “no-sale” species are very important recreational species that cannot handle commercial fishing pressures, and may therefore only be caught for your own enjoyment and use.

Want to know more about SASSI?

Contact Julie from Ocean Jewels Fresh Fish to learn more how we are involved with the SASSI initiative.

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