We were lucky to catch up with Ivana Bajic recently and have shared our conversation below.

Ivana, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a project that’s meant a lot to you?

I spent nearly 20 years as an event and film producer, enjoying a successful career with big studios and renowned contemporary artists. However, as time went on, I began to feel a sense of emptiness. I yearned to apply my knowledge and skills to something new and different, moving away from the repetitive and similar projects that had become routine.

It was during this time that my husband and I bought a small Casita in a remote Costa Rican village. This decision was a turning point for me as it encouraged me to embrace surfing. In this little corner of Costa Rica, I discovered an incredible community of women surfers. These women lived in harmony with the ocean, starting their days with the waves, appreciating the strength of their bodies, and cherishing the wisdom that came with age.

This experience was a stark contrast to the advertising images and messages that women in big cities are bombarded with – Women’s bodies are being objectified, causing a drastic decline in self-esteem and an increase in overall body shaming from unrealistic expectations. I was deeply moved by the profound relationship between these women and the ocean. It became clear to me that the strength and beauty of a woman’s body transcends body shape, skin color, and age. I was determined to create a project that would showcase this strength and capture the enduring bond between women and the ocean and the importance of female communities. I had a bold idea to create a coffee table book blending different media and creating a completely new image of women surfers. I wanted to shine a light on female surfers who had never been in the limelight as professional athletes or in front of a camera. I also wanted to make the book in the Most eco-friendly way, using 100 % recycled paper.
Within the book’s pages were the stories of ordinary women who displayed immense courage and creativity as they traded concrete jungles for real jungles along the coast of Costa Rica. They realized they were part of a revolution, embracing and respecting their bodies, their aging, and the natural need to be part of a sisterhood.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve always been passionate about production, creating large-scale events, and facilitating panels where people could learn from the best. I began as the executive producer for Fashion Week Serbia before venturing to London to complete my Masters. There, I met my husband, who introduced me to the world of filmmaking. Together, we collaborated with renowned filmmakers, independent documentary directors, and notable artists like Marina Abramovic and Jeff Koons. Our journey eventually led us to work with a major studio and we moved to LA. After two years with Warner Bros., I felt the urge to start my own company, one dedicated to women-centric projects. When I first launched my company, my primary focus was on creating documentary films. However, a new idea sparked within me – an interactive coffee table book. I shared this concept with my surfing community, and their overwhelming support left me both excited and uncertain. I questioned whether a book would be a suitable medium in this digital era to communicate and make an impact in society.
In order to gauge its potential and appeal to a broader audience, I decided to put the project on Kickstarter. Once we successfully raised $30,000, it became abundantly clear that the book should be the inaugural project for my company. In December 2022, Nature of Surf Women came to life, finding a special place in the hearts of readers. We had the privilege of participating in prestigious events and festivals in California, NYC and Costa Rica.
This journey is a testament to the power of passion, determination, and the enduring spirit of womanhood. It’s a story of connection, friendship, and the everlasting allure of the ocean. And as the waves continue to roll, so too will the stories of these remarkable women.

We’d love to hear the story of how you built up your social media audience?

Social media is a perfect space for reflection and engaging with your audience. It’s crucial to understand what your audience truly desires and then build an honest connection, making yourself a trustworthy source of information in a crowded market.

We didn’t want to limit our account to showcasing women surfing and the best waves. Instead, we wanted to share empowering stories that remind everyone they’re not alone. It’s important to find a hobby or sisterhood where you can be true you and, above all, have fun.

The essence of social media, I believe, is to be honest about your goals and to communicate transparently with your followers. Our main aim is to encourage individuals to focus not only on their responsibilities as mothers, family members, or employees but also on their own well-being. Surfing and spending time in the ocean offers a joyful and rejuvenating experience. It doesn’t have to be a competitive sport; it’s simply about spending time in the nature. We are happier when we step away from our phones and can genuinely connect with each other. It’s a time when we don’t need fashionable clothes and makeup. Our social media serves as a platform to spread a message of self-respect, belief in the strength of our bodies and minds, and the importance of spending time in nature while being mindful. Follow us on @nature_of_surfwomen

What’s the most rewarding aspect of being a creative in your experience?

What’s most fulfilling for me is the chance to make a meaningful and lasting impact on society. It goes beyond material gains; it’s about feeding your soul and making a difference. My true calling lies in creating content that delves into sensitivity, self-expression, unity, as well as the mental and physical challenges and recovery. My curiosity and desire to learn new things drive me to create new projects, constantly pushing the boundaries of what’s possible.

Contact Info:

• Website: www.natureofsurfwomen.com
• Instagram: @nature_of_surfwomen
• Facebook: @natureofsurfwomen
• Linkedin: https://www.linkedin.com/in/ivana-bajic-5908206a/
• Youtube: @natureofsurfwomen650

Image Credits
Book photography: Gabriela Tellez Portrait Ivana Bajic photo by Filip Shobot