These Bespoke Performance Surfboards are Making a Splash
By Gaby Keiderling
Jada Stanley has revolutionized the world of surfboards. What began with a singular vision to make a surfboard fashionable yet functional has since evolved into a mission to bring art to the world of surfing. Her company Nusa Indah now produces globally-recognized custom surfboards that are creative, stunning, and meticulously crafted. From collaborations with Vogue, Moda Operandi, Le Sirenuse Positano, The Brazilian Court, and beyond, we spoke to Stanley to learn about how her passion for surfing has transformed into a culture where artistry meets performance.
The Wake Edit: What inspired you to start Nusa Indah Surfboards?
Jada Stanley: Nusa Indah Surfboards began as a passion project. After taking time out of the water to raise my kids, I wanted to create a surfboard that would inspire me to go back into the ocean. I envisioned something that wasn’t just functional, but beautiful enough to hang on the wall between surf sessions. I found a batik fabric while travelling in Indonesia and sought out a maker who could incorporate it into my board. I shared the result online and the response was incredible. That’s when I knew there was a place for surfboards that are as much about craftsmanship and art as they are about performance.
TWE: What sets your surfboards apart from everyone else’s?
JS: Nusa Indah boards are more than just surfboards; they’re functional, hand-crafted art. They are instantly recognisable by their unique batik and artist-designed prints. What sets us apart is the attention to detail in both design and function. Each board tells a story that’s inspired by life by the sea, and shaped by my love for travel, design, fashion, art, and surfing. We create boards for surfers, made by surfers.
My journey—from childhood holidays on Nusa Lembongan and surf charter boats off Lombok and Sumbawa, to running a surf school, studying psychology and travelling the world—has influenced every part of the process; from our shapes and designs, to the way we tailor boards to our clients’ needs. Today, I surf with my children, and our love of the ocean and connection to places we visit is at the heart of everything we create.
TWE: How has living near the water shaped your life?
JS: Living by the sea shapes our daily routines and influences our travel destinations and itineraries. It has been the foundation of my career—from opening a surf school in my teens to now crafting surfboards. There is no place that evokes the creative and inspiring thoughts that come to me when I’m near the sea. It’s a daily ritual to breathe in the fresh ocean air. Just today, we were treated to the most magical sunset with whales passing close to shore.
TWE: What feelings does surfing evoke for you?
JS: I find surfing incredibly re-energizing. It brings me clarity and a sense of calm. I love that surfing can be social with friends or a peaceful solo experience. There is something so special being at one with nature. I’m also a secret adrenaline junkie—so I love the adrenaline rush of paddling out into big swells. For me, it’s an unparalleled thrill!
TWE: Has it been important for you to raise your kids near (or in!) the water?
JS: Absolutely. It’s a privilege to raise my kids by the ocean. It’s where I grew up—spending weekends and afternoons in the surf—and I wanted to share that lifestyle with them. It’s a childhood with freedom and adventure that I hope will stay with them forever. We’re just a few hundred meters from the beach, so the kids surf or swim most days and have beach fires by night. It’s an idyllic childhood.
TWE: What is your dream collaboration?
JS: I’m always dreaming of creative collaborations with artists, designers, hotels and stylists I’d love to work with. I’m currently obsessing over a few properties, rich in history and design. I like to imagine the stories the walls of those venues hold, the mood and creative conversations that have unfolded. It would be a dream to create something special for them; I love to see my boards become a part of a space, an experience, adding to the history and narrative of places.
I have a few exciting partnerships in the works. You’ll have to stay tuned to see what’s coming next.
