by Rebecca Parsons

Born and raised in San Clemente, Jaimie Clinard spent her childhood surfing. In her teens, she began feeling self-conscious about her abilities and intimidated being one of the only girls out in the lineup. Eventually … she stopped surfing all together.

Decades later, after her daughter was born, Clinard took up surfing all over again; alongside her child. She wanted her daughter, and all girls, to grow up surrounded by encouragement and friendship, with role models to look up to in the surf world. Thus All Swell Surf was born. 

In our interview Clinard shared with us what the surf shop is all about, as well as a view of the unique local pieces offered and the special programs available for shoppers.

More than just a surf shop, All Swell Surf is a place for girls and women to find connection and inspiration. We carry clothing, accessories and gifts that are bright, fun, and designed with girls in mind. But the heart of All Swell has always been community. It’s about celebrating every stage of the surf journey - from the girl just learning to stand up on her board, to the one who has been chasing waves for decades - and reminding them all that they belong.

Yes, people can’t get enough of them! San Clemente is just one of those places that gets into your soul. If you grew up here, you know what I mean - salty hair after school, walking down Del Mar for an ice cream, sprinting down the T Street steps with your board, piling into someone’s truck to catch one more sunset at the pier. Even the Denny’s sign - it’s quirky, but it’s ours. These little pieces of San Clemente become part of who we are. That’s why the local pieces mean so much. For locals, it’s nostalgia, like slipping on a sweatshirt that feels like your childhood. For visitors, it’s a way of taking home a little piece of the magic they felt here. There’s something about San Clemente that just wraps you up and makes you never want to leave.

Our kids’ pop-up market is all about giving local kids a chance to step into the joy of entrepreneurship. Every Saturday morning, we set up tables outside the shop, and kids get to run their very own mini businesses. They bring their handmade creations - jewelry, artwork, crafts - and learn what it feels like to set up a display, talk to customers, and sell something they made with their own two hands.

The Wave Maker Sponsorships are really close to my heart. In traditional surf sponsorships, the focus is usually on performance, which often pits girls against each other, creating a culture of competition instead of community. At All Swell, we wanted to flip that script. Our Wave Makers aren’t chosen for their skills they’re chosen for their hearts. We look for girls who are encouraging, inclusive, and uplifting - the ones who cheer the loudest when their friend catches a wave, who look for the girl sitting on the sidelines and invite her in. To us, that’s what a true surf hero looks like.

Surfing has given me so much joy as an adult, especially now that I get to share it with my daughter. I want every girl to know that she doesn’t have to be the “best” surfer to count. If you love the ocean, you belong. Creating All Swell was my way of carving out a space where women and girls can feel seen, encouraged, and celebrated - in the lineup, in the shop, and in their everyday lives. And it’s not just for the kids! I want older women to know they belong too. You are never too old to learn to surf. I’ve seen women paddle out for the first time in their 40s, 50s, even 60s, and it’s the most beautiful thing to watch. What makes it special is knowing you’ve got a group of women right there cheering you on, laughing through the wipeouts, and celebrating every little victory.

We’re always looking for ways to bring people together. At the shop, we host everything from surf movie nights, mom and daughter nights, to hands-on workshops in which girls  can create something meaningful. On top of that, we host Girl Scout badge experiences and even birthday parties - it’s such a joy to watch girls celebrate in a space that’s all about them. We’ve also had surf meetups at Doheny, bracelet making nights, trivia events, and fundraisers for local schools. Something that’s been special is bringing in inspirational female surfers to speak to the next generation. Having legends like Joyce Hoffman, who paved the way for women in competitive surfing, come into the shop and share their stories makes such an impact. It reminds the girls that they’re part of a much bigger story of women in surfing.

Looking ahead, my biggest dream is to keep growing All Swell as both a brand and a community. On the retail side, we’re always designing new pieces that feel special and true to our mission - clothing and goods that girls and women actually want to wear, with that spark of fun and encouragement woven in. Another piece I’m really excited about is partnering with other local brands and businesses. But even more than that, I want to keep expanding the community side of what we do. That means more surf meetups, more events that bring people together, and continuing to build up the Wave Makers sponsorship program so more girls get the chance to be highlighted for their kindness and heart.