My name is Brock Jones. I am a second‑generation surfboard shaper and the son of the late Bruce Jones. I grew up in Long Beach, California, between Alamitos Bay and the Pacific Ocean, spending my childhood on the beach, in the water, and in and out of my father’s shaping room, glass shop, and surf shop. I shaped my first boards with him around age ten and began formally apprenticing after graduating from university in 2010.

Those years gave me a rare window into his craft: the discipline, the design logic, the subtlety of rail and rocker, and the quiet confidence of someone who shaped for more than fifty years. What I carry forward in my own work is not imitation, but respect for the lineage and the clarity of his design philosophy.

I began developing Jones Shapes in 2014, originally focusing on mid‑ and late‑60s transition‑era longboards. Over time, the brand evolved into a broader design language built from the templates I’ve created, refined, and combined into a modern, cohesive range of high‑end shapes. My training, the knowledge passed down to me, and the tools I use give me access to a deep history — one that informs my work without confining it.

Jones Shapes stands at the intersection of heritage and innovation. As a second‑generation shaper, I hand‑shape every board with a focus on precision, flow, and modern performance. Where lifestyle brands lean on nostalgia, I build surfboards grounded in real craft, real lineage, and a clear understanding of rail, rocker, and foil. Jones Shapes is for surfers who value authenticity, craftsmanship, and design clarity — boards shaped with intention, not marketing.

On Handshaping

Surfboards are a point of contact — with the wave, with nature, and for me, with my father. Handshaping is the most direct way I stay connected to him, to the process, and to a craft culture that is rapidly disappearing. It’s also the clearest way for me to tell the Jones story.

I grew up in a family of craftspeople — including my grandfather, furniture designer John Nyquist — and later studied Fine Arts and Art History. Those experiences shaped my appreciation for handmade objects and the human stories behind them. For thousands of years, people have expressed ideas and creativity through their hands. Today, much of that history is being replaced by automation, robotics, and opaque marketing.

Handshaping is my way of resisting that shift. It’s a commitment to clarity, honesty, and the belief that craft still matters. Our culture — and the stories we pass on — are built through the things we make. I don’t want to see that disappear.

Jones Shapes and Bruce Jones Surfboards share a lineage, but serve different purposes

Bruce Jones Surfboards is a heritage label. Every board is shaped exactly as my father designed it — using his original templates, notes, and design philosophy. These boards are historical reproductions, preserved with accuracy and respect. They are not updated, altered, or modernized. They exist to honor his work and keep his designs alive in their original form.

Jones Shapes, by contrast, is my own craft identity. It is where I explore modern design, alternative shortboards, longboards, and mid‑lengths shaped through my own lens. The boards I create under Jones Shapes are informed by my father’s training but not bound by it. They are contemporary, refined, and built around my understanding of rail, rocker, foil, and feel.

Where Bruce Jones Surfboards is archival, Jones Shapes is evolutionary. Where Bruce Jones preserves history, Jones Shapes builds the future of that lineage. Both are hand‑shaped. Both are rooted in craft. But they move in different directions — one honoring the past, the other shaping what comes next.

Manifesto

I handshape surfboards because the world is forgetting what the hand created.
The curve of a rail, the weight of a planer, the sound of foam giving way,
These are the things the hand remembers…
The lineage I was born into,
The quiet discipline of my father,
And the long human history of making things with intent.

I believe a surfboard is a line drawn between us and the sea,
A translation of feeling into form,
A surfboard is a functional sculpture meant to move with clarity, purpose, and honesty.

I believe in handshaping because it carries truth.
Machines can copy, but they cannot understand,
Marketing can speak, but it can’t feel.
Handshaped boards hold our humanity:
Our decisions,
The hesitations,
The refinements…
The things algormithms can’t replicate.

Heritage is not a museum,
It is a living thread.
I honor my father’s work by preserving it faithfully under Bruce Jones Surfboards.
I honor it again by evolving it under Jones Shapes.

I believe in modern craft;
Not nostalgia,
Not imitation,
But the ongoing refinement of rail, rocker, foil, and flow,
Guided by lineage,
Shaped by experience,
And sharpened by curiosity.

I believe a surfboard should be shaped with intention, not noise,
Not for trends,
Not for algorithms,
Not for the illusion of authenticity,
But for the surfer who values clarity, precision,
And the quiet confidence of a board built by a human being.

I believe craft culture matters,
It is how we tell our stories,
How we pass on knowledge,
How we stay connected to the people who shaped us,
And to the people who will ride what we make.

Jones Shapes exists to carry this belief forward,
One board at a time,
One line at a time,
One generation to the next.