Ocean Shell Ltd, a processor based in Riverton, New Zealand, is struggling to meet international demand for pāua shells, currently moving an estimated one million shells annually to luxury markets including Chanel, Cartier, and the royal family of Oman. Owner Nina Shields reports that the company’s supply has dropped from 200 tonnes to 100 tonnes per year, a decline driven by sustainability regulations and a shift toward exporting live shellfish to Asia.
Why the global demand for pāua is rising
While many New Zealanders treat the iridescent shells as garden ornaments or ashtrays, overseas buyers view them as a luxury commodity. According to Nina Shields, the company’s wholesale division, Luméa, supplies these shells for use in high-end furniture inlays, jewelry, and fashion accessories. The company also processes other varieties, including trochus shells from Papua New Guinea and South Sudan and mother of pearl from Australian pearl farms. Some of these materials are even used for medical bone grafts and whitening face creams, according to the company.
The impact of supply and regulatory constraints
The business faces a significant supply bottleneck, with current volumes halved compared to previous years. Nina Shields attributes this to two primary factors: stringent sustainability measures and the rise of live pāua exports. Because approximately 40 percent of the harvest is now sent live to Asia, the shells are no longer available for domestic processing. Furthermore, New Zealand’s current ban on the sale of recreationally harvested seafood prevents the company from purchasing shells from recreational divers. Consequently, market prices for the shells have tripled over the last decade, according to Shields.
Could a new collection model emerge?
A possible next step for the industry involves expanding the “Chatham Islands model” to the rest of New Zealand. In that region, an exemption allows locals to collect naturally washed-up shells and sell them, with proceeds funding community infrastructure and youth programs. Nina Shields estimates that a nationwide rollout of this policy could allow Ocean Shell Ltd to purchase 300,000 additional shells annually, worth $500,000. Such a move could provide a revenue stream for local non-government organizations while simultaneously helping the government track data on recreational harvesting levels.








