What It’s Really Like Running a Surfwear Brand

When people see Gemma Lee online, they usually see the bright, joyful moments—bold prints, dreamy ocean shots, and happy customers in colourful wetsuits. And while those things are such a beautiful part of this brand, they’re only one piece of the puzzle.

The reality? Running a surfwear label is equal parts creativity, hustle, and heart.

My days vary wildly, but in winter, a typical one starts with a smoothie and a laptop—ticking off emails and admin before heading to the gym at 9am. That hour at the gym is like a reset button. It clears my head and puts me in a good space for the rest of the day.

After that, the tasks constantly shift—some days I’m designing, other days I’m deep in spreadsheets, planning campaigns, working on cash flow, or creating content. If there’s good surf? Let’s just say, the to-do list might have to wait. 😉

One of the most special parts of this job is when "work" means testing products or shooting content out in the waves. It’s hard not to smile when you’re in the ocean and calling it part of your job. But even after the sun sets, it’s hard to switch off. You’ll still find me replying to messages, checking the website, or answering emails late into the evening.

That’s the thing about running your own business—you don’t really clock off. But I do it because I love it.

Of course, it’s not always dreamy surf shoots and beach days. One of the biggest challenges lately has been managing growth. When you’re a small business, you have to plan every dollar carefully. Growing means investing—more inventory, bigger marketing budgets—and sometimes that means your bank account looks great one day and wiped out the next. But I’ve mapped out the rest of this year week by week, and I can genuinely say: we’re heading into an epic summer 2025.

And then there are the moments that remind me why I do this. Not long ago, I was on a van trip from Sydney to Noosa, camping at a remote surf beach. I spotted a woman walking out of the water… wearing one of my wetsuits. I ran down the beach to say hi (of course), and it turned out she was someone I’d interviewed years ago for Gemma Lee. We had a huge yarn on the beach—it was so full-circle and honestly one of those "wow, this is why I do it" moments.

It never gets old seeing people wearing Gemma Lee in the wild. Every single person I’ve stopped and spoken to has been so kind, and it really feels like we’re building more than just a brand—we’re building a community.

People often assume that running your own business equals total freedom. And yes, there’s freedom in choosing when and where I work. But there’s also pressure—because if I don’t show up, no one else will. It’s long days, late nights, and plenty of problem-solving. But the reward is doing something I love, something that brings joy and confidence to others, and something that reflects my love for the ocean.

Thanks for being here and supporting this journey—whether you’ve been with me since day one, or just found your way here recently. I’m so glad you’re part of the Gemma Lee community. 💛

—Gemma