Profile: Amber Jones

U&I Ambassador, Amber Jones is a freelance photographer who uses her skills to tell stories with the fragility of the environment in mind. She has always had a burning desire to travel and often found herself shooting in the most extreme conditions of surf and snow. She's a Kiwi girl and is not afraid of spending time in the deep blue swimming with, and documenting sharks. She is telling other peoples stories and captures their moments, so come with us and we get to know the women behind the lens.
What does your work look like?
My self-administered title would be 'visual storyteller with a strong affluence for the water'. Haha. Or content creator. But I'm now in a really fortunate position where I can solely align with brands and companies doing good sh*t in the world and am very selective with whom I work with to make sure the company ethos line up closely with my own, which is based (but on a very small scale!) on the 'people/planet/profit' model created by Sir Richard Branson.

As a passion project I have co-produced NZ's first female surf film on which I teamed up with an American production house to create a film to celebrate the Hinemoana (waterwomen) of New Zealand. After growing up with a surf media space reserved solely for the size 8, blonde females wearing tiny bikini's and paddling through the tropics it was important to me to use my skills to try and create a more truthful rendition of the female surf community in New Zealand.

What are your goals or dream project?
I feel like I'm finally on the right path, but just want to be much better at everything I'm currently doing.

If you could sit down to dinner with any three people, past or present, who would they be and why?
My idols who I'd love to have to dinner are pretty close to home; I always love the company and advice from superstar businesswoman Danny Clayton of Salt Gypsy, Aaron Lieber (surf doco extraordinaire, whom I met but had 1000 questions and not enough time haha) and of course my Dad, who I wish more than anything could be here to share my dinner table with.

What would you advise to a less experienced you? What would you tell someone who wanted to follow in your footsteps?
If I could tell my younger self it would be to give less sh*ts about what others think and to focus on what makes my soul sing. My Father-in-law has recently told me a quote which has stuck with me ever since too - "Never focus on money & success - Follow your passion, become the best at it, and the money and success will follow".

How did you start surfing? 
I think the sound of being underwater has never left my ears even after I left the womb and I aspire to hear it at least once every day! My background was actually pool swimming, then surf lifesaving - the natural progression from standing up on the club kneeboards to a surfboard, motivated 1000% by Blue Crush. 
Side note: I also wanted to be a hotel maid in Hawaii after that movie ha.

What does the ocean do to you? 
I can't describe it, so I photograph it. The ocean is my playground, my workplace, my supermarket and my muse.

What’s been your favourite surfing moment?
Everything about Kona in Hawaii. We even named our dog after it!

What’s been the scariest moment you’ve faced in the ocean?
Puerto Escondido. The only surf I've truly believed I was going to die as I watched about a 12-wave set march toward me on my tiny thruster. I was shaking like a human vibrator from so much fear and eventually got thrown onto the beach and cried when my feet felt the dry sand of land! By far the gnarliest experience of my life and scared me out of the water for ages.

If you could be remembered for saying one sentence, what would it be?
"The ocean is my playground, my supermarket, my workplace and my muse." If I can convince everyone to love it as much as I do, then I'm doing my job right.

Ideal Friday afternoon knock off?
At home my ideal wind down is a LAGO (Late arvo glass-off) surf at Tairua beach with Riley (my lover) and Kona guarding our cold beers on the towel on the beach..

What is a must item for your ocean time?
Zinc!!! I love Surf Mud zinc. If you haven't tried it yet you should, it's super light, Aussie made, reef-safe, organic and smells epic too.

What do you love most about surfing or diving in U&I Label swimwear?
I love the cuts of U&I label swim SO MUCH. When I'm surfing or diving my body can get into some perilous situations so it's nice to know I'm covered (literally) when the sea decides to surprise me. My Winki top and bottom got so abused last Summer and still feels tight & new (minus the zinc stains!)


All photo copyright, Amber Jones.
To connect with Amber, visit her instagram

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