Simon Jones Designs creates considered, handcrafted pieces defined by material honesty, balance and longevity. Each design reflects a commitment to thoughtful process, skilled making and enduring quality, produced with care for people and place.
Industry
D2C Surfboards & Accessories
Technologies
Shopify
ShaperBuddy
Gorgias
Startshipit
Link simonjonesdesigns.com
Photography courtesy of Simon Jones
Opportunity
Simon Jones is an established surfboard brand with a strong reputation and loyal following, but its digital presence did not reflect the quality of the product or the depth of the brand. The existing experience lacked structure, clarity, and a cohesive visual direction, limiting its ability to convert interest into sales and properly showcase the craftsmanship behind each board.
There was a clear opportunity to reposition the brand online through a more considered Shopify experience, bringing together product storytelling, clean navigation, and a stronger connection between the boards, the shaping process, and the broader brand identity.
Outcome
We delivered a refined Shopify experience that elevates the Simon Jones brand while remaining true to its roots. The new site introduces a clear structure across board categories, improved product presentation, and a more cohesive visual language that reflects the quality and intent behind each shape.
The result is a more confident and commercially viable platform that not only improves usability and conversion, but also positions Simon Jones as a premium surfboard brand in a competitive market.
Testimonial
Running a small, family run business comes with its fair share of tricky moments, especially when it comes to growth and the nerves that come with taking the next step. I knew we needed to improve our ecommerce side of the business, so I started looking into Shopify. I quickly found myself feeling overwhelmed and unsure of where to begin. That’s when I landed on the Shopify Partners page, searching for developers and designers who could help us take on the ambitious task of linking our backend stock management and shipping systems to a new, well )built website. It also needed to be intuitive, easy to use, and capable of growing with us.
Finding DAC Design was the first and most important step in turning that into a reality. David and his close knit team of designers, coders, developers, and deep thinkers made what initially felt like a huge undertaking suddenly feel achievable.
Working through each step of the process was seamless and thoughtful. The challenges we faced were not simple fixes, but every time, DAC Design found a way to not only solve the issue, but improve it and make it work in our favour.
One of the most striking things about working with DAC is their long term mindset. They are there for you moving forward. It’s not a one and done situation. We are already discussing ways to refine and build on what we’ve created, and throughout the entire process, the team emphasised the importance of building a site that can grow with us, without needing major changes as soon as we expand. They thought ahead and built that into the foundation from the start.
I’m very grateful to have found DAC Design and am genuinely excited to continue working with them moving forward.
If you’re looking for a well developed site across both front and back end, DAC is the studio to work with.
Sincerely,
Dash Jones
Custom boards are the heart of what we do
Simon Jones Designs is an Australian surfboard brand shaped by a deep connection to the coastline, craft and culture of surfing.
Known for a refined and deliberate approach to board design, the work balances performance with sculptural form. Guided by material honesty, restraint and proportion, each board is thoughtfully shaped to suit both the surfer and the conditions it’s made for.
With an emphasis on craftsmanship and longevity, Simon Jones Designs produces surfboards that are quietly expressive, built to last, and grounded in respect for materials, process and the ocean they move through.
simonjonesdesigns.com
