"The tusks got smaller and smaller - either they were forest elephants or they were baby elephants," Gabriel said.
Ivory values skyrocketed. Traders told people that if they bought ivory, the price would triple in a year. "Shop owners were saying they couldn't keep enough ivory on the shelves," Gabriel said. "We needed to reduce consumer desire for ivory, period."
There is no word for tusk in Chinese; ivory is translated as "elephant teeth." Gabriel said that this is one of the reasons that Chinese consumers have no idea that the ivory they're buying is tainted with blood. A 2007 IFAW survey found that 70 percent of Chinese people didn't know ivory came from dead elephants.