Towards Beauty: A Story about The Bondi Alchemist founder Jarra Campbell

March 2019

Reading length 5 - 8 mins

It’s a grey morning as I wait for Jarra outside a café on Bondi road. Above, the clouds are thick to the point of bursting. However, this doesn’t deter the thousands of people weaving up and down Bondi road on a Saturday. Usually, between breakfast and lunch, many will make their way to the famous Bondi beach, and it’s no different today.

Not long after, Jarra approaches me with a beaming smile and long, honey-blonde hair swaying. Her jade-printed shirt, flared jeans, and tattoos look right at home in Sydney’s eastern suburbs.

“Is there a seat for us?” Jarra asks, as we peer back into the café.

There’s no sign of anyone finishing anytime soon.

“We’re on the waiting list,” I reply.

“Let’s try The Health Emporium, just down the road,” Jarra says leading the way.

A stone’s throw away is an organic and wholefood store, with a café tucked within it.

Two empty seats wait for us by the window where we quickly get comfortable.

“You got here all good?” she asks.

I nod, and ask her, “how was your morning?”

“I went for a surf.” A smile instantly fills her face.

“Oh, that’s why you wanted to do brunch instead.”

We share a laugh.

“How was the water?” I ask.

“Shit. No… I shouldn’t say that,” she says shaking her head with a grin. “I got to South Bondi by 7:30 this morning, and the water didn’t look great, so I kept driving further south to Maroubra, where it was much better.”

“Were there a lot of surfers out?”

“Packed. When I got out there, I actually didn’t have a good sesh. If you saw me surf today, you’d probably think that girl can’t surf.”

Our coffees arrives, its warmth welcoming as rain began to patter against the window beside us.

“Learning so late, was surfing something you’ve always wanted to do when you were young?” I ask.

Jarra nods.

“The water has always been a part of my life. I grew up in the Sutherland Shire, in the South of Sydney, where there’s a massive beach culture,” she answers. “I was very active as a kid: I was involved in sports, I did dancing, and I loved fitness, which had lots of swimming. Being around the water so much, surfing was something I’ve always wanted to do as a kid, but a lot of things stopped me.”

“Such as?”

“Surfing was something the guys did, at least when I was growing up. Girls were never taken seriously when they got on a surfboard.” Jarra looks outside the window, and a pause lingers. “I was probably my own obstacle back then. I should have just done it.”

“Apart from the water, you mentioned you were very active as a kid, what other things did you focus on?”

“I focused on dancing and went to a Performing High School in Newtown, then moved to Woolooware High School in the Sutherland Shire for my final years of high school. Through that time, I enjoyed dancing, but I never got to a high enough level to stick to it.”

“Did you do any performances?”

She laughs. “Yeah, just easy ones though. I was part of a dance group, but as I finished school I began to focus on other things.”

“Things like?”

“Partying.” Jarra shakes her head. “You know how it is.”

I nod, sharing the sentiment. “After school, what did you pursue?”

“I studied Journalism, did a lot of work for sales, and then eventually worked for Louis Vuitton Moet Hennessy, which is a global luxury goods company, and during that time my aspirations revolved around being a woman of success through the eyes of society.

“In what ways?”

“The focal point of my life was about my career, looks, and being in that world of luxury. I eventually burned out from working so much. There were overseas travels, back-to-back meetings, and high expectations. I really poured my heart and soul into that company, and got adrenal fatigue in return.”

“You look well now, how did you recover?”

“I got into yoga, which really helped me get a holistic attitude on life. But then I got offered a job with a luxury resort in Sumba, Indonesia which I took.”

“Was it a bigger role than your previous job?” I ask.

“Much bigger. I was the director of marketing, and business development for a resort called Nihiwatu Resort. Most of the clientele for that resort were very high profile, and had high expectations. It was impossible to have a personal life, which was why I couldn’t keep doing it.” Jarra says, the sombreness on her face matching the skies outside.

“When your time finished at Nihiwatu, where did you go?”

“I stayed in Bali, Indonesia to take two months off for myself, and that’s where I began to surf,” she says, as her face twists revealing a smile. “There’s this placed called Batu Bolong in Canggu which is a great place for beginners, and there were a lot of female surfers there, which made me feel welcomed.”

“Tell me about the first time you went out on the water?” I ask.

Jarra laughs, sweeping her hair away. “I was rubbish. I couldn’t duck dive properly, my positioning was off, and even the basics, I didn’t even have down to pat. But I just wanted to have a go.”

“And you kept at it?”

“Yeah. I’m not sure whether it’s my personality, or it’s that thirst of wanting to keep surfing when you see yourself get better, but I didn’t want to quit.”

“Did you eventually take lessons?”

“At first I was just getting pointers off the other girls I surfed with, but when I realised that wasn’t enough, I got a coach: Windu, and Wayan Mayox, they were unbelievable. I committed money, and a lot of time to get better. I surfed almost everyday.”

Jarra places both her hands on the table, and looks at me for a moment.

“On that note. I need to go to the toilet. Too much coffee,” she says.

While I wait for Jarra, I watch rainwater crawl down the window. Hearing her story made me think of the effort we put into experiencing the beautiful things in our lives. Reflecting on this at an even deeper level reminded me that there are certain times when we experience things that leave us humbled and in awe, ultimately leading us to virtuous action.

The 18th century philosopher Edmund Burke popularised the term “the sublime” in his work Into the origin of our ideas of the Sublime and Beautiful. The concept of the sublime has been sharpened by other thinkers, like Immanuel Kant, but we owe Burke with the idea that there are objects in our lives that incite a feeling of tension between awe and terror.[1]

If we were to gaze up into the vastness of space, or wait below a crashing wave, or even look up at the peak of a mountain, the feeling of being overwhelmed humbles us, yet paradoxically, it delights us. Maybe experiencing the sublime triggers the thought that the possibility of pain, and pleasure working hand-in-hand reflects the simplicity, and complex nature of life synthesised.

Jarra returns. She is still all smiles, as she takes the denim flannelette tied around her waist and places it over her shoulders.

“So where were we?”

“During your time learning to surf, and being in the water, when did the idea of The Bondi Alchemist come to your mind?”

Jarra settles in her seat and leans back.

“I’ve always had an idea of owning my own business, and swimwear was one of those ideas, but there was no reason for my brand to be out there. It wasn’t until I started surfing, that I realised a place for a brand like The Bondi Alchemist. For me, I wanted a product that would be practical, sustainable, and be ethically made.”

Jarra reaches into her bag, and reveals an A4 sized booklet.

“Here take a look,” she says.

The booklet is plush against my fingers, as I turn the pages. Every page is succinct, with the vision and product specifications of The Bondi Alchemist.

It’s interesting to see creativity being supplemented by virtue, but then again, moments of inspiration should benefit more than just oneself. For Jarra, maybe being in the midst of the ocean’s vastness has inspired her to create something bigger than herself, and the same desire to affect other people and the environment for the better.

Jarra shifts in her seat, and leans forward.

“When I began surfing, I realised a few issues for me personally, which I saw happen to others. There’s many times a female surfer ends up exposing herself battling the waves with the types of swimwear out there. After catching a wave, you could have something laid bare, which will shift your focus away from the surf. That’s where I wanted to make sure I had a functioning surf product.”

“Tell me about this sustainable material,” I ask, placing a finger over a section on the page.

“The material for all the swimwear is made from recycled fishing nets called Vita PL. If you think about it, the excess that comes from fashion is just too much. And I think people should be using more of this material, because it actually looks more luxurious, while playing a part in conserving our environment. That whole idea of transforming one material to another is actually one of the factors in putting the word Alchemist in the product name.”

“The transformation to gold?”

“Precisely. You take this material that is bland, and you turn into something precious and helpful,” Jarra says.

“It’s odd I’ve never heard of the product.” I say, continuing to turn the pages.

She purses her lips, and lets a chuckle escape. “It surprises me that not a lot of people do, but I shouldn’t be surprised. I’m really hoping my product helps making people aware that this material exists.”

“And the part about ethically handmade?” I ask.

Jarra purses her lips, and smiles. “It’s all setup and hand made in Indonesia, and I can go to the place where they are being made anytime. It’s important for me to see that the workers are taken care of and happy. Actually, one of my really good friends who is over there keeps an eye out for me.”

“What was the experience like launching The Bondi Alchemist? Did it terrify you?”

Jarra takes a sip of water, waits, and reflects at the memory, before nodding.

“It took me about one and a half years developing the brand, and about $15K. Very humble beginnings. Most of my friends, and family helped in different ways: photos, modelling, and creating the website. I was actually so surprised with the amount of support I got.”

“How do you see yourself amongst other surf brands today?”

“To be honest, I actually don’t follow fashion trends, as much as other people do. I know its importance, but I want to make something unique because I want people to feel unique. I make all the prints myself, and if someone wants something specific, I really put time and effort on it.”

“And where do you see yourself now as a business owner?”

“In a good place, because I always back my product. I’ve always known how to build brands, and I know that when you’re coming from a good place it all works out. But I’m really focusing on ensuring women get out there and have a go at surfing. I’m not just driving a product, but a lifestyle. I never advertise about a size or shape, but that they (women) can do it.”

I watch Jarra spin the ring on her finger, as she looks outside. She tells me she’s going to spend the afternoon working on her business.

“I have to put the work in to see a profit in the brand,’ she says.

Maybe it is her personality in being determined to see something thrive towards beauty, or maybe it’s her natural skill with brands, maybe it’s both. One thing that’s certain is that her will in seeing the best in things is evident from the moment you begin speaking with her.

“What’s the next step for The Bondi Alchemist?”

Jarra doesn’t hesitate on her reply, speaking it strong and true.

“I want to work with a charity next. I just need to find the right one.”

For more of Jarra, find her @jarra_c                                                                    

To Shop for The Bondi Alchemist, visit the website here or visit their Instagram @thebondialchemist

[1] The Project Gutenberg EBook of The Works of the Right Honourable Edmund Burke, Vol. I: https://www.gutenberg.org/files/15043/15043-h/15043-h.htm#Page_110

Written by: S.I. Finlayson

Editor: Tim Hamer

Photos: Hugo Almedia Visuals - @hugoalmeida