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Cheron Kraak’s story has the makings of a movie script: a small-town girl goes from sewing boardshorts at the beach to becoming a surf-industry magnate. It’s a rags-to-riches story that has been told many times; but if you haven’t heard it, let’s catch you up quickly.

In the 1970s, Cheron Habib moved to Jeffreys Bay, drawn by the small surf scene that had sprung up in this conservative coastal outpost. In an effort to make ends meet she started sewing bikinis and then boardshorts under her cottage label, Country Feeling, which grew into a thriving business. She met Gordon Merchant of Billabong and agreed to sew boardshorts in South Africa for the brand, and would later go on to obtain the licence for Billabong South Africa. With Cheron at its helm, Billabong South Africa flourished, enjoying many years of success. Just before the financial crisis of 2008, Cheron sold Billabong South Africa and is now focusing on various projects in J-Bay and enjoying life with her family. Though it makes her blush, she is widely considered a surf industry mogul.

On landing up in Jeffreys Bay

I grew up in Joburg. One night my friend and I were out at a club having a good time. All the guys were dressed to the nines; formal shoes, button-up shirts, suits, you know how men used to dress back then. And then suddenly these three surfers walked through the door. They caught my attention instantly! They were tanned, had long hair, wore slip-slops and were quite handsome. Their whole vibe just got me! I wanted to explore and come to understand this culture – I needed to get to