Reflecting on 2024: A Year of Growth, Milestones, and Gratitude

Reflecting on 2024: A Year of Growth, Milestones, and Gratitude

As we step into 2025, we’re taking a moment to reflect on 2024—a year filled with incredible milestones, adventures, and gratitude for all of you who made it so special. Here's a look back at some of our highlights:

1. Aloha Avenue: Our First Collection in Three Years

Last year marked a monumental moment for us: the release of Aloha Avenue, our first collection in three years. It symbolised more than just a return to creating—it was a celebration of recovery and resilience. After a life-changing concussion, I finally felt like myself again, with the energy and capacity to dive back into what I love most: designing pieces that bring joy and confidence to your surf and swim adventures. This collection is a true labor of love, and seeing your excitement for it has been one of the greatest joys of 2024.

2. Hawaii Adventures

We had the unforgettable opportunity to travel to Hawaii for the first time to shoot Aloha Avenue. From swimming with turtles to surfing dreamy waves, every moment felt like a dream. The lush landscapes, vibrant culture, and warm aloha spirit deeply inspired us, and we’re so proud that the collection reflects the beauty and magic of Hawaii.

3. Love on the Clifftops

2024 also brought a personal milestone—I got married! On a stunning clifftop overlooking the ocean, surrounded by loved ones, I said “I do” to my best friend. It was the happiest day of my life!

4. Our Biggest Sales Month Ever

You absolutely blew us away last year, giving us our biggest sales month ever! In just one month, we surpassed all our 2023 sales combined. Your love and support for Gemma Lee took us to new heights, and we couldn’t be more grateful. Every order, message, and photo you share means the world to us.

5. Best Sellers of the Year

2024’s standout pieces were:

We’re thrilled to see which pieces resonated with you and can’t wait to bring you more of what you love in 2025.

6. A Global Community

We’re proud to have a thriving community of ocean lovers across the globe. Here’s how our orders broke down last year:

  • 58% from New Zealand

  • 33% from Australia

  • 9% from around the world, including the US, UK, Canada, Spain, Israel, and Italy.

Your support, no matter where you’re from, keeps us motivated to create and grow.

Looking Ahead to 2025

As we dive into the new year, we’re filled with excitement and fresh ideas. Thank you for being part of our journey, for riding the waves with us, and for making 2024 unforgettable. Here’s to another year of adventure, connection, and colorful moments.

With love and gratitude,
Gemma

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