Inspired by the beaches of the Eastern Bay, Salty Surf & Co has grown into a clothing brand that founder Julie Bond hopes will become synonymous with New Zealand’s coastal lifestyle.

Established in 2025, Salty Surf & Co reflects Bond’s love of the ocean, family and the relaxed way of life found in beach communities across the country.

Although the business is still in its early stages, Bond said the journey had already been one of constant learning, persistence and backing herself.

“I started it because I wanted to create something of my own that reflected the New Zealand coastal lifestyle.

“I love good-quality, easy-to-wear clothing, and I wanted to design pieces that felt relaxed, practical, and connected to where we live.

“It was never about trying to be a big corporate brand. It was about creating something honest, local, and meaningful.”

After spending the past 25 years living in the Eastern Bay, Bond said the region had always felt like home.

“My family has lived in the Eastern Bay since the 1970s. They are now retired, but over the years they had local businesses here, so the area has always had a strong family connection for me.

“I often holidayed here while growing up, and in 2001 I moved here permanently from Hamilton, choosing to be closer to family and to the beaches I have always loved.”

Today, Bond and her partner live in the hills above Awakaponga after selling their Edgecumbe dairy farm several years ago. Alongside running Salty Surf & Co, she has worked in the health sector for the past 18 years.

Her background has been varied, including 12 years in real estate, and formal training in systems analysis and computer programming in Australia, skills she says have proved invaluable in building an online business.

“My IT background has helped a lot with the online side of things, but the creative and fashion side has been a whole new journey.

“Once I started creating the first designs and building the website, it began to feel real. Seeing the first products come together was a big moment.”

Since then, she has taught herself everything from garment selection and print placement to product photography, branding, website development, social media marketing and customer service.

“I have had to learn about clothing styles, garment quality, print placement, sizing, design, branding, Shopify, product photography, social media, marketing, customer service, and how to present a product properly online.”

Bond said the work involved in launching a clothing label often surprised people.

“The biggest challenge has probably been learning how many different parts there are to building a brand. It is not just creating a design and putting it on a hoodie.

“You have to think about quality, design, pricing, photography, website layout, marketing, customer trust, social media, printing, suppliers, and how the brand feels to people.”

She says another challenge has been believing in herself.

“The other challenge is backing yourself. It can feel quite vulnerable putting your own ideas out into the world and hoping people connect with them.”

Despite the challenges, the positive response from customers has made the effort worthwhile.

“The most rewarding part has been seeing people respond positively to the brand and the products. When someone says they love a hoodie, or they like the feel of the clothing, or they connect with the New Zealand coastal lifestyle, that means a lot.”

Family has also played an important role in the business.

“My daughter, Nickie, has helped as a model for photos and has been part of bringing the brand to life visually.

“My son, Luke, has also played a big part behind the scenes, helping with the IT side of the business and the processes that keep everything running smoothly.”

She says that support is reflected in the company’s name.

“The ‘& Co’ part of the name also reflects that it is not just about one person. It is about family, community, and the people who become part of the brand along the way.”

The brand offers hoodies, T-shirts and caps inspired by New Zealand’s coastal communities and designed to be comfortable, practical and timeless.

“The feedback that means the most is when people say the products feel good quality, that the hoodies are comfortable, or that the brand feels very New Zealand.

“I have also had positive comments about the designs being simple, coastal, and easy to wear. That is exactly what I hoped for.”

Looking ahead, Bond hopes Salty Surf & Co will continue to grow while staying true to its original vision.

“In five years, I would love to see Salty Surf & Co as a recognised New Zealand lifestyle brand, with a strong local following and a growing online presence.

“I would like to expand the range carefully, while keeping the same focus on quality, simplicity, and New Zealand coastal living.”

For anyone considering starting their own business, Bond has simple advice.

“I would say start small but start. You do not have to know everything at the beginning. I certainly didn’t.

“You learn by doing, and you only gain confidence by taking the first step.”

For Bond, success is measured by more than sales.

“Success for me is not just about sales. It is about building a brand that people trust, recognise, and feel proud to wear. Personally, success is also about proving to myself that it is never too late to start something new.”

To check out the range, visit saltysurf.co.nz or the Salty Surf & Co. Facebook page.