Mission

A San Diego based company, providing beautiful clothing for the beach bum within you! Our brand is for the go-getters, the dreamers, the love-thy-ocean surfers, the can’t-go-a-day-without-purpose adventurers, and the love-gathering peace whisperers! For all the humans who want to do good, look good, and feel good— this brand is for you.

Goals

Our goal is simple: to share beautiful clothing and goods that remind of us of the beautiful places that we know and love. To create a community that encourages freedom, adventure, and a peaceful way of living. To be kind to everyone we meet. To spread love. To be the friendly face in the crowd. To take care of the planet. To make small choices everyday that contribute to a better tomorrow.

History

Hi! My name is Jessica Hyne-Dolan but you can call me Jess or Jessie! I am co-owner and founder of Beach to Reef. What originally started as a lifestyle and travel blog while on a surf trip with my husband in the South Pacific, later turned into a very unique & specially curated shop for all my “sophisticated beach bums.” My mom, Sue, is one heck of a business woman and has always encouraged me to take the leap and start a company. After many attempts at different business ventures, exploring what works and what doesn’t— we are now living the dream through BTR. With her support, knowledge, love, and energy— we were able to start Beach to Reef from the ground floor. Thank you for being with us from the beginning and we are so excited to see where this life path leads. Everyday an adventure!

For those curious… Rewind 1 Year:

Not too long ago, I was chasing my dream of one day competing on the Olympic stage for lightweight rowing. After representing the United State of America on the national and world stage, and training up to the day before Olympic Trials were cancelled in 2020, I decided it was time for me to hang up my ten years of 6 day-a-week, three-x-day livelihood to live a much simpler (& happier) life. To me, I was so goal-oriented for years in my athletic pursuits that I started to forget who I was at the core and what truly made me who I am. To the beautiful ocean waves, skating the boardwalk, long days on my laptop at a California coffee shop, and of course, creating and finding clothes and merchandise that make me feel good— I am proud to say I made the right decision.

Design has always been a huge part of my life and there is nothing I love more than surfing dawn patrol, grabbing coffee, and looking good doing it. Shopping has been one of my favorite hobbies since I was a little girl. By age 7, I was running around Macys all day while my mom worked nonstop, raising 6 daughters, and becoming the #1 sales associate in the country for Macy’s Home and Interiors. My mom is a gifted sales woman but it wasn’t because she was just doing it, it was because she LOVED it and believed in the products she was selling.

That brings me to this very brand and to my business partner and co-owner— my mom— Sue Fernhoff. Mom, cheers to you and to us. I do the computer and design thing and you do the finance and business thing— magic happens.

We are in this business to offer what we do best: sharing the products we love most. We want others to have fun looking good and feeling good! Self care starts in the home, in your daily routine, in your closet.

Enjoy! xx

Jess/Jessie