Donna von Hoesslin | Surfer Designer Activist

David Pu'u

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Donna von Hoesslin is a California girl who followed a drummer to Europe at the age of 17 and ended up living in Berlin for 17 years. She married into German nobility and was living the fabulous life of the social elite. During her time abroad she held various jobs as a fashion designer, translator and back-up singer for a European two-hit wonder band.

But the very first time Donna stepped on a surfboard at the age of 31 her life changed forever. She was hooked instantly and became passionate about surfing and would travel often to faraway places so she could ride the waves. Unfortunately it was a passion her husband did not share. One day after returning home from a surf trip Donna and her husband Elmar realized that their marriage had turned into a convenient friendship and the word divorce hung in the air between them. They both cried. Today they are separated by 5,000 miles, but truly remain the closest of friends.

Betty Belts

Donna came back the states and moved into a shared beach house in her hometown of Santa Cruz so she could make surfing a part of everyday life. To make a living she became a sales rep for a surf line called Surf Chick.

While working for Surf Chick she met the owner of a surf shop who was selling beaded belts made in Bali. He wanted to start a company importing the belts and needed help marketing the line. He thought Donna would be the perfect person to market the product. He named the company Betty Belts.

Within two months he knew that he couldn’t handle owning both the surf shop and Betty Belts, but really believed in the Betty Belts brand he had created. He persuaded Donna to take over the company. She had never imagined herself an entrepreneur, and wasn’t sure that she had what it took to pull it off, but he convinced her she could do it. On March 15, 2003 Donna became Betty Belts.

The first thing Donna did was go to Bali to meet with local artisans. She focused mainly on female-owned businesses and artists. She loved the belts, but they were not made very well. She worked with the artisans to improve their designs. It was extremely important to Donna to pay people a living wage and not rely on sweat shops to produce her product.

Something about Bali woke up the creative energy that had been sleeping inside of her.

“In Germany I was a clothing designer for a short time, about three years, but I lost my confidence. I didn’t think designing was something I could do.”

After going to Bali and working with different artisans to redesign and better-design the belts she found the confidence she had been lacking and started making belt and jewelry designs of her own. Donna’s designs are ocean inspired and are made out of silver, shells, leather, and sea glass. Here newest line is an eco line made from waste byproduct resin created by surfboard building.

Each stripe in the jewelry is excess resin from a locally made surfboard. Photograph by David Pu'u

The Store

In 2005 Donna moved from Santa Cruz to Ventura after falling in love with her longtime friend, iconic surf photographer (and Ventura resident) David Pu’u.

In 2007 David convinced Donna to enhance her online business by opening a retail shop in downtown Ventura.

“I never really wanted to own a retail store. I didn’t want to be tied down to something and be unable to surf. And I didn’t want to be one of those stores that was only open three days a week or closed randomly at the will of the owner. I think it’s important to be accountable. Finally I decided I could work with the hours of 12-6 Tuesday-Sunday. That way I can surf every morning if I want to and in the evenings in the summer.

“It’s ended up being one of the best decisions I’ve ever made. This store really has turned a hub of creativity and inspiration for local artists and artisans. I’ve found a lot of artists I can mentor and that’s really fantastic.”

Mermaid necklace made with sea glass designed and photographed by Donna von Hoesslin

Giving Back

Donna believes that we have a connection and responsibility to the ocean, the earth and humanity and that the way we operate, as an organization and as individuals, really does matter.  She believes in giving back where she can and does so by supporting many causes, among which are environmental fundraisers, at-risk youth, women’s surfing (through athlete and event sponsorship), 1% For The Planet Membership, Coop America, and support for the mostly female artisans in Bali who make her products.

“It can’t be all about profit. It never has been for me. I've been financially much stronger at times in my life, but I’ve truly never been happier than I am now.”

Donna in her mermaid necklace swimming on the Southern California Coast. Photographed by David Pu'u

Visit Donna at her Ventura store Betty B located at 12 North Fir just off of Main Street, shop at her online store, or connect with her on Facebook.

More beautiful sea glass necklaces designed and photographed by Donna von Hoesslin