In my element.
Shot by @jessekahle .
Inspired by this video to share my story… so here goes.
Hi, I’m Dawn.
Raised in New Jersey by a single mom. Only child. Independent from the start.
I went to the Fashion Institute of Technology in NYC for Buying & Merchandising, then booked a one-way ticket to LA in 2004 to build a career in fashion and live by the beach.
I landed on the Westside briefly… then found Hermosa Beach and never left the South Bay.
Everyone asks if I’m from Texas because of the hats.
Nope. Just a Jersey girl who fell in love with the West.
I started making jewelry as a side hustle in 2015.
In 2017, I quit my job and went all in.
BONE by Dawn was born — the name…strong, memorable, a little cheeky.
Pop-ups. Markets. I even built a studio out of my second bedroom so people could come shop.
Then I started experimenting with hats.
During COVID, I taught myself embroidery — and something shifted. Hats felt more personal. A canvas that let my creativity run wild.
I didn’t set out to be a designer.
I set out to become my own boss.
Somewhere along the way, I realized I was creative — and that creativity could become a business.
In 2021, I found a temporary retail space and convinced my two best friends to try it with me.
In 2022, we found our permanent space — one block from the beach — and transformed an old bungalow into what it is today @thebungalow52
I’m more introverted than people think — but creating is where I feel most confident.
My brain never shuts off.
Always onto the next idea.
Always refining. Learning. Evolving.
I’m my biggest critic — and my biggest cheerleader.
I didn’t just build a business.
I built a life that feels aligned.
Thank you for being here.
For trusting me with your stories.
For wearing my art.
If my story does anything, I hope it reminds you that you can start before you feel ready🤎
Huge thank you to @jessekahle for creating this beautiful video🎥
Lucky enough to be your mom 💛
Handmade horseshoes for Mother’s Day
Each size represents mama + her littles
(and yes… I made mini horseshoes because I’m obsessed with tiny things)
Cranking out last-minute @beachlifefestival hats today + tomorrow 🤠🪡🎶
Pull up for a fresh fit & a Bev🥂
We just got this top in and have 2 left in the shop!
Custom for @mrs_zoo_party_ 🎶🌻
Zach Bryan said it best—
“find someone who grows wildflowers in the darkest parts of you”
She brought the inspo.
Told me to go off.
So I did.
And yeah… I’m obsessed.
This beauty is making her debut at Stagecoach🎶
FUNK IT UP ⚡️
Creating customs is our favorite thing to do—together🪡
Friday: pull up to the shop
Saturday: brunch at Tin Roof + live music by Zeal 🎶
Old denim? Bring it.
We’ll revive it with repairs + chain stitching
(or snag vintage in-shop and let Ash go off)
Then Bone your own hat—exactly how you want it
Festival fits. Mother’s Day gifts. Party pieces.
👉 Book your table for Saturday
