In our conversation about ocean conservation, he shared insights into his remarkable journey, his involvement in over 40 impactful projects, and his unwavering commitment to ecological betterment. His philanthropic journey began with a dime his mother gave him and his brother in 1950 to donate to a charity bucket. “We could only afford a dime, but we did something and it stuck with me,” he says. This simple act ignited a lifelong commitment to giving back and catalysed numerous projects worldwide. In a conversation marked by passion and conviction, DeJoria explained his belief that success unshared is a failure, a philosophy that guides his philanthropic pursuits.

When asked how he can inspire other businesses to understand ecological engagement as a part of profitable business, DeJoria shared an example of his real estate project on the Caribbean island of Barbuda. An island hard hit by several hurricanes, as late as in 2019. The 9 miles of beach that he had bought, were sandless due to sand mining, the coral reefs and mangrove forest were destroyed and turtles had stopped coming to hatch. Being the philanthropist he is, his real estate project expanded to also involve an ecological restoration project. “My decision was, that we’re going to make this so exciting that people want to come here because of what we’re doing ecologically.” On Barbuda, he brought back the sand dunes and with the support of Professor Deborah Brosnan’s expertise, he started coral restoration. With a hands-on approach, involving the locals, coral colonies were nurtured using innovative modules designed to facilitate growth. Within only 3 months the life supporting reefs started to naturally spread and rebuild their ecosystems as wildlife returned. Now with sand dunes for hatching and healthier waters due to the corals, the turtles also started to come back.

His commitment on Barbuda also extends to replanting mangroves, a critical ecosystem that provides shelter for marine life and protects coastlines from erosion. The project on Barbuda has employed locals and supported and encouraged local entrepreneurship. DeJoria’s passion extends to the grandeur of the open seas and the magnificent creatures that inhabit them. No wonder when asked what his favourite animal is he answers “Whales. They’re big, powerful and family oriented.” Inspired by Paul Watson’s actions to protect marine wildlife, traveling the world’s oceans with his Sea Shepherd fleet, DeJoria resiliently bought Paul Watson, now called Captain Paul Watson Foundation, a huge boat so he could continue his action focused approach to saving marine wildlife from ruthless hunting, after having to leave the US Sea Shepherd due to difference of opinion.

“Paul Watson is going out there and actually confronting these people who only care about money. These whalers killing whales or even sharks just want the money. And Paul is stopping them, to save the species, and actually save the human species as well from eventually being totally wiped out. You wipe out the oceans. You kill the planet,” DeJoria states. Through dialogues, activism, and engagement, DeJoria demonstrates that concrete action is the antidote to apathy and indifference. His unique approach combines philanthropy and business expertise to create a harmonious relationship between ecological conservation and economic growth. By emphasizing the symbiotic benefits of environmental stewardship, DeJoria invites other successful individuals and businesses to partake in these endeavours. His model emphasizes that responsible practices lead not only to improved public perception but also to enhanced employee engagement and communal wellbeing.

When asked what, in addition to commercial profit, his ecological and community project provides, DeJoria answers enthusiastically, “Why do you want to do this? Especially if it’s things in the ocean, that will never thank you. The ocean doesn’t know you’re fixing things up for it. Here’s why. Number one, you and your family will get the greatest high in the world. In other words, you’ll never feel better in your life than when you did something for somebody else, especially when it is for all mankind, like saving the oceans, you get the greatest high you’ll ever get in your life. You personally feel good and you don’t even need a thank you. You know you made a contribution.”