6:00a.m. 10th January 2009

| By Hayley Nissen

From left-right: Founders and creators of Holster clothing, Natalie and Ben Nothling. Photo:Supplied

When your great-great grandfather is David Jones, of department store fame, fashion comes naturally but that doesn't mean any Tom, Dick or Megan Gale wannabe can profit in the business.

Ben Nothling (pictured with his wife, Natalie), an avid surfer, took a step in his ancestor's direction seven-and-a-half years ago and opening ladies fashion company, Holster.

Together with Natalie, the company's chief designer, his company Holster, based in Noosa, has been “firing” on all cylinders since its opening in September 2000, with no signs of slowing down any time soon.

Ben originally imported stock including shell belts, leather sandals and surfboard bags from Indonesia and marketed them to local surf shops to sell after discovering a gap in the market. A couple of years later, however, Ben stumbled on what is now their signature range of jelly sandals.

The sandals, which feature high-grade diamante-studded detail and come in a large range of colours, have been well- received by Sunshine Coasters as well as international outlets.

Photo Gallery: Holster

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Natalie works hard each season to create new designs to keep the range current.

“They're two shoes in one,” Ben explained. “You can wear them down the beach or out to dinner. They're a bit more classy.”

The sandals are so popular, in fact, that Ben and Natalie now sell them quite extensively overseas - everywhere from high-end Harrods in London, to Dubai, Ireland, France, Norway, Spain, Belgium, Portugal, South Africa, the US and Fiji.

With members of the British Royal Family as well as celebrities endorsing their sandals, Ben and Natalie are kept busy. Their most recent addition to Holster is a range of children's jellies, and they also make espadrille wedges for the woman who wants the height of a heel.

“Everyone says our jelly sandals are extremely comfortable,” Ben said. “They are soft to wear and they have a long life.” As for future plans, the pair just wants to perfect where they can: “We're going to keep working on our jelly range. We want them to get better and better.”

Follow in the footsteps of the rich and famous at 6-55 Gateway Drive, Noosaville.