Senior Kahoa Kapuaʻala is expanding her craft through her Instagram jewelry business, Hoaloha Jewels.
Kapuaʻala, with an abundance of delicately patterned shells, sought a way to prevent the precious trinkets from going to waste.
“It’s an Instagram business that I started last summer because I had this huge collection of shells,” Kapuaʻala said, so she found value in her available resources.
Kapuaʻala’s huge collection of shells comes from beach trips with her sister, where shelling was a pastime.
“Shelling has always been, like, a really passionate hobby of mine ever since I think 8th grade. … And yeah, so we collected this huge box, like this big,” she said, indicating the size with her hands, “like, the shelves were filled all the way to the top.”
Her inspiration was derived from other local businesses.
“I think my inspiration was definitely Instagram because I feel like that’s a place where lots of people will sell jewelry, especially in Hawaii,” she said.
Her advice for those interested in starting a business is to reach out for support and to read up on running a successful hustle.
“Definitely ask for support from your loved ones. They won’t mind investing small bits of money here and there to help jumpstart your business. Also, do your research. If you become an expert in your business, you will be able to thrive,” she said.
Operating Hoaloha Jewels has taught Kapua’ala quite a lot about being self-reliant.
“Her business is important because it’s helping her learn how to be independent and to get her own money. It also helps her live on her own, and because it’s her income, it helps her pay for things her parents no longer have to pay for. It also allows her to see what it looks like to have a job in the future,” said Kulia Kapuaʻala, Kahoa’s sister.
Each month, Kapuaʻala releases and sells a small collection, selling around 25-30 pieces. Prices run about $30.
She said, “I make a very good profit from my jewelry. I invest about $170 each month for new materials, and I make about a $600 profit from that initial investment.”
Through her time at Kamehameha Schools, she has learned a lot about marketing strategies.
“I definitely did a lot of research on other local jewelry brands. I observed their prices, methods of making their jewelry, materials, and marketing strategies. I also learned a thing or two from being a business academy student at KSM, like how to get a target market, and different marketing strategies, like e-commerce,” she said.
