SCRUNCHIE | Keera Belviy

withitgirl
Jun 2
6 min read

Keera Belviy grew up on the East Coast of the US with her two sisters, who have always been her closest friends and strongest supporters. When Keera began surfing, she noticed a significant gap in the market for surf gear that was both functional and stylish for women. Despite the increasing popularity of surfing among women, the products available often lacked both aesthetic appeal and practicality. This realization sparked her motivation to take action. Her venture was more than just a business; it was a reflection of her dedication to environmental consciousness and individuality. Today, her work combines creativity with purpose, resulting in a collection that is not only functional but also reflects her passion for the ocean. Her products empower women to showcase their individuality and confidence in the water, creating a sense of belonging within the surfing community.

Tell us a little about yourself.

I grew up in a suburb just outside of Boston with two amazing sisters who I’m lucky to call my best gal pals. Their support is the reason I’ve had the confidence to start my own endeavors.

After graduating high school (2012), I moved to Florida and met a seasoned surf instructor during a sunset yoga session. We went out the next day, and after riding those first few waves, I felt a sense of autonomy and confidence I had never experienced before. It was the start of a beautiful symbiosis with the ocean, something I needed more than I knew.

I went to a vocational high school and trained as a hairstylist, which is still a big part of my life. However in 2019, after feeling overworked and unappreciated I felt the pull to create something more connected to what truly lights me up: surfing, sustainability and adventure! I felt there was not enough surf gear that catered to women, only bikinis and not much else. So I set out to design goods that were unique and stood apart from other surf essentials.

Which surfers do you admire, your first board, your favorite shapers, your local surf scene?

Some surfers I admire are, Stephanie Gilmore, she's tall like myself, and there are not many of us that stand out like that..I appreciate her form and grace on the waves. I also really appreciate Chloe Calmon, she just has a zippy style on her longboards, and it’s motivating! Locally, I admire Kosmic Keith, a surfer that radiates the true essence of 'being out there'.

Favorite shapers: Gum Surfboards, Catherine Girard, Ricky Carroll

My first surfboard is still my go-to surf board, it’s a 10 year old 9’6” custom Gum Surfboard that I will continue to ride until it gives out on me, it also has crushed opal flecks in the nose..it's special. In addition I ride a smaller, punchier fun size board shaped by my friend Dimitri. It has more rocker and gives me a chance to mix it up when the surf does. But being a Gulf Coast surfer, the longboards are almost always the trustiest choice.

The Gulf scene is friendly, but flocking, especially when there’s a hint of swell. Since waves are seldom, everyone shows up all at once. But if you know how to read the buoy you can score a knee high wave for at least half the year, from cold front dips to hurricane swells.If you are newer to surfing, finding a nice sand bottom beach will give you peace of mind so you can focus more on the wave. I also recommend finding your own lil spot, no reason to be smack dab in the middle of a line-up if you're still working on your confidence. It’s okay to stand apart from the herd and carve your own path!

Surfing is the only thing that has stuck with me. I have dabbled in a lot of hobbies and creative outlets, but nothing hooked me until I picked up a board. Now, I check the swell before my eyes are hardly open. If you are passionate about something, just do it. It will hurt more when you say you didn’t.

How did you develop the Surf Board Scrunchie idea and challenges you had to overcome?

There are board covers akin to The Original Surfboard Scrunchie, but nothing that stands close. We spent two years designing our concept so that they are functional while traveling in the back of your truck/car, and effortless to put on because traditional board socks are a pain in the arse to get on a wet board. Our Surfboard Scrunchies also feature bold, retro prints for those with a little more flair, and come in a matching pouch with a hair scrunchie closure, the inspiration for our design!

I originally thought we were going to be solely an eco-friendly wetsuit company, but after dealing with overseas shipping logistics and not having clear oversight on the sourcing of the materials, we felt it wasn’t sustainable to continue. So even though they had access to the Yulex rubber we sought out specifically, everything else did not sit right with our ethos.

I run the business solo, but I have to credit my incredible mentor Rick, who I connected with through the nonprofit SCORE. He helped me take the leap and turn my scattered ideas into clear steps. His encouragement gave me the wings to fly. He’s also the one who encouraged me to trademark The Original Surfboard Scrunchie. He was so charmed by the name I had come up with for the board covers, that he suggested protecting it. So I reached out to the FSU Legal students and they helped me understand the process needed on applying for the trademark. (If you ever need a hand with something, colleges and universities are amazing resources for entrepreneurs!)

I fund everything myself with income from hairstyling and a small business line of credit. It has been a lot of learning as I go, but also very rewarding. I think the hardest part of starting a surf specific biz is getting ourselves out there. We are finding that the best way to grow is by showing up in person and at events. Here we make genuine connections that seem to go further than social media does.

What about sustainability, design, artist collaborations, and production?

Sustainability always comes first. Every design decision starts with the question of “how can we make this with as little environmental impact as possible?” Our Surfboard Scrunchies are handmade right here in Florida. Even the tags, fabric, and elastic are locally sourced and the extra fabric from our Surfboard Scrunchie patterns are made into hair scrunchies!

For our shampoo bars, we use a small cosmetic lab in Michigan. We work specifically with this supplier because of our strict ingredient standards for ocean-safe, plastic free hair care. Additionally we ship everything in paper mailers, no plastic around here..! We produce everything in small batches, allowing us to create based on need, not excess. This approach helps us minimize waste and stay intentional with every item we make.

We also collaborate with artists like Iggy Pazz, who created our Orange Bliss print, and we have partnered with non-profits such as the See Turtles Organization, donating a portion of our wetsuit legging sales to support their mission. We are open to teaming up with new organizations that align with our values!

You also run an online store featuring various products.

The ideas for our surf products come to us naturally. Being a surfer who overthinks everything can come in handy when it comes to designing surf goods in a mindful way.

Every product we make is something we use ourselves and feel proud to offer.

Anything else on the horizon?

Yes! We are looking forward to hosting our annual beach clean up in July! We are also working on new sizes and fresh prints for our Surfboard Scrunchies and developing a nourishing deep-conditioner to pair with our shampoo bar. Lots of exciting things are in progress..always in creation mode!

Keera's Playlist for Withitgirl!

Additional Information

Surfboard Scrunchies® & Vital Surf Gear @vitalsurfgear

Photo Credits

Three Board Scrunchies Sunset: Cassie Wegeng: @cassiewegengphotography

Life Style Photo of Keera in the Water: Cassie Wegeng: @cassiewegengphotography

Gum Board: photographer Unknown

Scrunchie Board Bag /Hair/Shampoo:Taylor Underwood @themonarkgroup

Scrunchie 3 bundles: Cassie Wegeng: @cassiewegengphotography

Girls with Scrunchie Board Bags:Taylor Underwood @themonarkgroup

Zest Hat & Shampoo Bar: Audrey Bennett @seemlyandsprucesessions