Not Your Typical Board Meeting

SURFBOARD HEAVEN | Since 1975, Jim Vaughn has turned his passions into profits through selling surf gear. Photo by Paul Chin, Jr.

By Al Moore

Whalebone Surf Shop is known for having one of the coolest logos on the beach: the Jolly Roger with an appropriately threatening skull and two crossed surfboards where the bones usually reside.

It is also well known for having one of the nicest owners in the business.  Mention the name Jim Vaughn to any surfer who knows him and the reply is always, “Jim Vaughn?  Yeah, I know him.  Jim’s a great guy.”

Vaughn found his calling a long while back, stuck with it, and now owns and operates two of the most popular surf shops on the Outer Banks and in Virginia Beach.

Vaughn founded his first shop on the Outer Banks in 1975.  Asked to comment on his business success, Vaughn replied, “Summer sales were good.”  Asked about winter sales, Vaughn replied, “Summer sales were good.”
Building on a strong reputation for quality goods and customer service, Vaughn consistently sought a location that would provide a strong sales foundation.

In the 26 years between 1975 and 2001, Vaughn moved the shop or opened a secondary location four different times.  Locations bounced between Nags Head and Kitty Hawk, and even included a spot in the Outer Banks Mall.
Vaughn’s quest was suspended when he opened a store in the Hilltop area of Virginia Beach in 2001.

This location, while not identical to the one in Nags Head, does share two important qualities. First, both stores are very attractive, well organized, and well stocked.

Second, both stores provide a very high level of customer service.

Vaughn, still an active surfer, commented, “In this business, it’s all about treating the customers like they want to be treated.  If your sales staff is not knowledgeable and eager to please, you will fail.” Vaughn likes to talk about service because this is an area to which he dedicates significant time and energy.

Vaughn is also proud of the products offered in his stores. He takes no shortcuts here, selling only the best-known brands of equipment and apparel. During peak season, over 200 surfboards, all from well known shapers, can be found in his store.

Whalebone also offers rentals for the first time surfer or visitor, along with a full range of surf and skateboard accessories. The apparel lines cover the full range of the latest offerings by the best designers and manufacturers in the world.

Vaughn’s longevity and reputation has enabled him to maintain close personal relationships with all of the leaders in the surf industry.

One of Vaughn’s new priorities is participation in the on-line sales market. His wife and partner, April, handles all of the systems and technical issues and is overseeing the revitalization of the shop’s website.
Vaughn is committed to learning more about it, saying, “I just started using Google a little while ago, and I see the enormous potential.”

Vaughn smoothes out his round-the-clock dedication to his family and business by maintaining a voracious reading appetite. He consumes books on contemporary public affairs, politics, and recent history, enjoying discussions of public policy. He can immediately recite a well thought out reading list for anyone who might be interested.
With the Nags Head location continuing to do well and the Virginia Beach store providing a solid year-round foundation, the future looks very bright for Whalebone.