The Endangered Wildlife Trust (EWT) is dedicated to conserving threatened species and ecosystems. Its vision also includes the health of the planet and an equitable world that values and sustains diversity of life. In order to support this goal in a tangible way, this store sells beautiful wildlife curios, a fun range of clothing, beautiful artworks, photographs and sculptures, as well as a range of exciting educational items for children. Much of the focus is on rhino conservation, but other animals are also featured. The store is in the Clock Tower Precinct close to the Nelson Mandela Museum, which provides it with maximum exposure to tourist traffic. Half of the purchase price of every item in the shop goes to the Endangered Wildlife Trust.