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Our Journals: Amber Jones

Amber Jones

Amber Jones

Based in New Zealand, ocean photographer Amber Jones has built a life completely attuned to the tides, treating the sea as both her studio and her ultimate grounding point. She is the visionary behind Project Hapū, a powerful project capturing the raw beauty of motherhood as an extension of nature itself. Dive into our chat with Amber as she shares her love for the ocean, the story behind her iconic shell tattoo, and why the sea doesn't ask for perfection, only presence. 

Can you tell us a little about your journey, and how the ocean became such a central part of your life and work?

Growing up in Aotearoa New Zealand, the ocean is never far away, but it wasn’t until later that it became something I truly lived inside of rather than just alongside. My early work started on land; photographing friends surfing, skating, moving through everyday freedom, but I was always most drawn to the moments in between: the water, the elements, the feeling of being fully present in a place. Over time, the ocean became both my studio and my grounding point. I now find myself chasing light, weather, and tides as much as I chase stories. It’s less about being “by the sea” and more about the sea being the lens through which I see everything.

What has the sea taught you about yourself, about womanhood, and about living a meaningful life?

The ocean has taught me to soften. To surrender. It doesn’t negotiate or rush, and it constantly reminds me that I am not in control in the way I sometimes think I am. As a woman, and especially moving through different seasons of life and motherhood, it has shown me that strength and softness aren’t opposites. The sea can be both calm and chaotic, and still entirely itself. That’s something I return to often, the permission to change, to expand, to rest, to surge forward again. It’s also taught me presence. You can’t be anywhere else when you’re in it.

Is there a moment beneath the surface that you hold as a core memory — one that captures the very reason you do what you do?

Every time I freedive, there’s this threshold I cross where everything above the surface dissolves. Sound changes, time stretches, and my body remembers something ancient and instinctive. It’s not about performance or capturing an image anymore, it becomes about surrendering to the water and letting it hold me. Watching the ocean life beneath the surface has become a form of meditation in itself. There’s a quiet intelligence to it; the way creatures move, the way light shifts through different layers, the way entire ecosystems exist in constant, subtle conversation. I’ve learned to move like a hunter in that space, not in pursuit, but in attention - reading currents, noticing patterns, becoming deeply aware of everything happening at once. In those moments, I feel an incredible stillness, even when the ocean is moving. A kind of quiet clarity that I don’t experience anywhere else. And each time I come back up, I feel slightly reassembled - softer, more present, and reminded of why I return to it again and again. It’s less a memory, and more a continual return to the same truth. Oh and also probably worth mentioning - My husband proposed in an underwater cave in Tonga so that should be in my top 3 core memories haha.

Through Project Hapū, you’ve captured the profound journeys of waterwomen through motherhood, and held the stories of so many beautiful wāhine along the way. What has it meant to witness these stories, and to see how deeply the ocean lives within us all?​​​​​​​​​​​​​​​​

Project Hapū has been one of the most meaningful bodies of work in my life. It’s been an honour to witness wāhine in such a powerful transition - not just physically, but emotionally and spiritually - and to see how the ocean holds them differently during that time and through those different seasons. It's the safe place we all yearned for and returned to in order to feel most like ourselves through those challenging chapters. What has moved me most is how universal it is. No matter their background, every woman enters the water slightly differently, but leaves with the same sense of being held. It has reinforced for me that motherhood is not separate from nature; it is nature. The ocean becomes a mirror for that truth, reflecting back strength, vulnerability, fear, joy, and everything in between.

If you could share one piece of wisdom with women dreaming of a life more connected to nature and the sea, what would it be?​​​​​​​​​​​​​​​​

Start before you feel ready, and let the ocean teach you the rest. You don’t need to have it all figured out to begin building a life that feels more connected to nature. The truth is, nature will rearrange your priorities anyway. The more time you spend in it, the less you try to control it and the more you start to trust yourself inside of it. It doesn't have to be an extreme act (like surfing or kiteboarding or freediving), most of us gravitate toward a life by the sea purely for the feel of it being in close proximity, then the rituals and hobbies follow because the need to be submerged in it only grows :) Let it be messy, intuitive, and yours. The sea doesn’t ask for perfection, only presence.

You have the most beautiful shell tattoo, and at Zoë & Morgan we share that same love for the sea and all its treasures. Could you tell us what shells mean to you, and the story behind yours?​​​​​​​​​​​​​​​​

Shells have always felt like small pieces of memory from the ocean, like something the sea chooses to leave behind for us to find. My shell tattoo is a Queen Scallop shell and although I didnt intend for it to be quite so large (and on my chest!) it is tied to that idea of carrying the ocean with me, even when I’m not in it. It’s a reminder of protection, femininity, and the layers we build through experience. At the same time, shells are fragile; they hold both strength and delicacy in the same form, which feels very aligned with womanhood to me. I’ve always collected shells on beaches without overthinking it. It’s instinctive. Like the ocean is offering little artefacts of where it’s been.

If you could share one piece of wisdom with women dreaming of a life more connected to nature and the sea, what would it be?​​​​​​​​​​​​​​​​

Start before you feel ready, and let the ocean teach you the rest. You don’t need to have it all figured out to begin building a life that feels more connected to nature. The truth is, nature will rearrange your priorities anyway. The more time you spend in it, the less you try to control it and the more you start to trust yourself inside of it. It doesn't have to be an extreme act (like surfing or kiteboarding or freediving), most of us gravitate toward a life by the sea purely for the feel of it being in close proximity, then the rituals and hobbies follow because the need to be submerged in it only grows :) Let it be messy, intuitive, and yours. The sea doesn’t ask for perfection, only presence.

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