Today we’d like to introduce you to Natalie Kraus.
Hi Natalie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
I was raised with exercise, nutrition, and overall health as priorities in my family. As a competitive gymnast growing up and a college athlete in acrobatics & tumbling, the importance around these things only grew. Throughout high school and college, the most frequently asked question is, more or less, what do you want to be when you grow up? I could never really answer that question. I knew I had a passion for health & athletics, but there were no career paths that captured my attention enough to really pursue them.
Yoga was introduced to me as a teenager when my mom first brought me to a class with her. At first, I thought it was boring. But as I got older, I learned to appreciate it in more ways than one. It was a place I could go to take my mind off of everything else and give something back to my mind and body. It felt nurturing and safe. It also made me feel powerful and strong.
In 2018, I completed my 200-hour Yoga Teacher Training. Also, right around this time, I started dabbling with a few different entrepreneurial endeavors, building little businesses here and there just to see what I could create. As exciting as it was to become a yoga teacher and dive into entrepreneurship, I couldn’t seem to find my niche. I spent the next couple years testing out many different side gigs – working, creating, just trying to find something that felt… “right.” It taught me a lot, but it was exhausting. I was burnt out and defeated.
Flash forward to 2021. I had a dream I felt called to pursue – yoga retreats. I asked a few yogi friends for advice and talked through the idea with my husband. We went on to launch Swell Sol Retreats, a travel company hosting destination surf, yoga, and wellness getaways. We hosted our first retreat in Troncones, Mexico in December 2021 and our second this past August in Nicaragua.
End of 2021, I had another idea – swimwear. Growing up in Encinitas and later living in Hawai’i, I spent a lot of time in and around the industry. Even with all the brands out there, I still saw a gap. Brands that had cute styles missed on the price point or sustainability. Those that had the sustainability missed on the price or the styles. I really struggled to find a brand that hit all three of these marks. I remembered back to 2015 when I had a go at sewing my own bikinis for similar reasons. Here we were again. This time, I decided to leave the sewing to the professionals. I was ready to do this right.
After over a year of learning, trial and error, challenges, and growth, we have officially launched Earthy Surf! Earthy is conscious swimwear label created for active women, by women with suits made from regenerated materials and 100% plastic-free recyclable packaging. They’re made for YOU for tanning, surfing, and for everything sunny.
I’ve come a long way in the past few years – physically, mentally, emotionally. It turns out exercise, nutrition, and overall health are not only still huge parts of my life but also huge parts of the careers I’m building. I’ve still got a lot to learn but I’m stoked with where I’m at now and with what I’ve been able to create so far. This is just the beginning!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Absolutely not. I’ve never met an entrepreneur who didn’t (doesn’t) struggle! Building a business on your own means being a beginner at everything and wearing many different hats. You may want to start a clothing business because you have a passion for design and cute clothes. That’s great, but until you can hire a team and outsource, get ready to also dive into everything website building, manufacturing, marketing, social media management, photo shoots, modeling, order fulfillment, finance, and so on. As you can imagine, each of these hats come with their own set of unique challenges. It’s a constant learning curve, but I’ve learned A LOT, and I’m grateful for that.
As you know, we’re big fans of Earthy Surf and Swell Sol Retreats. For our readers who might not be as familiar, what can you tell them about the brand?
These two businesses are really a culmination of everything I’ve learned in my life so far. Our retreats highlight everything we (my husband & I) love – travel, culture, new friends, great food, movement through yoga, surfing, hiking, dancing, mindfulness, and so much more. They are truly incredible – and I’m not just saying that because it’s my business! Being a retreat attendee is just as important to me as hosting. We can’t give from an empty cup, right? I would host or attend a retreat every other month if I could! These weeks are a getaway like none other. They leave you feeling full, vibrant, refreshed, recharged, and ready to make the most of this one life. They are hard to truly put into words… you just have to experience it for yourself! Keep an eye out for Bali 2023!
Earthy Surf was created to empower women who live for that salty, sun-kissed feeling and to support this beautiful planet we call home. Keeping sustainability and ethics at the forefront, our suits are currently manufactured in the US by a small, woman-owned manufacturer. While there are definitely easier (and cheaper) routes I could have taken, I’m proud of my commitment to these values. To me, it is so worth the extra time, effort, and money to create products that not only support our planet but support the people making & buying them. Overall, my vision for you is that you love your suit as much as you love your time outdoors – as much as you love your body, as much as you love your planet. That you feel empowered knowing where and how your suit was made. That you get excited every time you wear your suit because it just fits and feels THAT good. We want suits that stay on, look good, and feel great – so we made them. For you. For us. For everything sunny.
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
Instagram is the best way to connect with me and stay up to date! You can find me @nataliejkraus. You can also find Earthy and Swell Sol on their respective pages & websites.
Contact Info:
- Website: earthysurf.com / swellsolretreats.com
- Instagram: https://www.instagram.com/nataliejkraus/ | @earthysurf | @swellsolretreats
- TikTok: @earthysurf
