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For nearly 25 years, KoAloha Inc., one of the leading brands of Hawaii-produced ukulele instruments, has been a mom-and-pop entity. As it grew into a popular brand of ukulele, it evolved into a mom-and-pop-and-two-sons success story.
Mom and dad are Patricia and Alvin Okami, co-founders of the company. Son Alan Okami has assumed the role of president and his brother Paul Okami oversees the shop and heads production, and shepherds the firm’s custom labels.
“Like many other small businesses, I wasn’t sure we would make it much past the first year in business,” said Alan. “We didn’t have much production capacity and a lack of customers to match. It wasn’t until 2-1/2 years later that we could actually collect paychecks.”
“A lot of people say that family can’t, or shouldn’t, work together,” said sibling Paul. “It certainly was difficult in the beginning, but we eventually reached a balance among the three of us, and started working towards solutions.”
KoAloha was founded in 1995 in a Kapalama warehouse, and celebrates its upcoming 2020 milestone with a pre-anniversary private preview Wednesday of its new home base. KoAloha has anchored its factory and showroom at ‘Iolani Center, joining another kamaaina mom-and-pop-and-sons company, ‘Iolani, at the island wear’s headquarters on the second floor at 1234 Kona St., a stone’s throw from Ala Moana Center.
‘Iolani is a second-generation Hawaiian wear brand, led by Lloyd and Carla Kawakami, and boasts son Alx Kawakami (along with his wife, Sarah) among the staffers; another son Nick Kawakami, was part of ‘Iolani operations, but now is full time in real estate. (Lloyd and sons also comprise the musical group, ManoaDNA, D for dad, N for Nick and A for Alx).
Alan said KoAloha’s formal anniversary month likely is July, but the precise date is unknown.
“Being a production-based company, we always try to maximize our output, but it’s never at the sacrifice of quality,” said Alan of the KoAloha ukulele. “We have a vision that our instruments (at an affordable entry level price) may be the very first or only Hawaiian-made ukulele they (customers) will own. That translated to us having a moral obligation to do the best that we can do.”
In the beginning, production was scanty, numbering six instruments a week, said Paul. “I think we can conservatively say that we’ve made at least 50,000-ish ukulele to date. Japan is definitely our largest direct-international market, but sales have been steadily increasing across Asia and Europe.”
The KoAloha move to ‘Iolani is a good fit, with preliminary discussions beginning 12 years ago, said Alan. “Lloyd and I have had a friendship for awhile, and we flirted with the notion at least once a year. As our lease neared its completion in Kapalama, I met with my family and we pulled the trigger.”
But Alan said, “This was like coming full circle. Lloyd’s (late) father Keiji Kawakami offered us space there when KoAloha first started.”
“The new shop is wonderful,” said Paul. “The location is great for both locals and visitors and the Kawakamis are like family. We have a collective vision for the property and the long-term goal is to have all the spaces filled by genuinely locally-owned and operated businesses, like what Ala Moana and Ward used to be. Space is not an issue; there’s Purve Donut Shop next to ‘Iolani and Snack Addicted just moved in next to us. We share an open, common entry, which is nice.”
Pops, as Alvin is called, is semi-retired and is deemed a visionary for the company, “and works on projects that enable him to express the creative flair that he is known for,” said Alan. “He may be engaged in making one of his own ukulele lines, writing songs or helping other businesses with some of their industrial needs.”
Before KoAloha, Pops was a singer with Herb “Ohta-san” Ohta and later a musician with the Royal Hawaiian Band.
“We used to perform as a trio for the early days of our factory tour,” Paul remembered. “But Dad is the only real musician among us. We seriously only know one song together, ‘A Dream Called Hawaii,’ written by Pops.”
Mom (Pat) serves as office manager, but handles phone calls and banking, so it’s truly all in ohana.“There are some dealers who love working with her, so she’s also ‘sales,’” said Alan.
When folks wonder, what does KoAloha do? Alan’s usual response is, “It’s not what we make; we make ukulele. What we do is make people happy. Let’s be defined by what we do, not what we make.”
Ukulele, he noted, “make people happy, regardless of the price, brand, etc. It’s an incredibly social instrument that brings people people together. We are blessed to be a small part of that.”
KoAloha maintains several price ranges for their instruments, making the uke affordable at different levels of performance abilities. Examples: KoAlana models are priced between $175-$350, Opio from $450 to $900, the KoAloha from $850 to $1,400. And koa creations are at the top of the price list.
“The custom shop, for Red and Black label models, range from $2,650 to $4,500,” said Alan. Premium models are commonly pegged for buyers while still in production.
Throughout 2020, there will be periodic events marking KoAloha’s quarter of a century celebration, according to Alan. The first will be a concert during the NAMM (National Association of Music Merchants) trade show Jan. 17 in Buena Park, Calif., featuring Na Hoa and Maunalua.
Wednesday’s event will feature music by Na Hoa, Kawika Kahiapo and Kahi Kaonohi of Maunalua. There will be hourly giveaway drawings for an ukulele, but winners must be present to win one. …
WHEE, THE PEOPLE
Vicki Borges, widow of jazz icon Jimmy Borges, will join Vicky Cayetano’s United Laundry Service, starting tomorrow.. She’ll serve as an executive assistant to the queen of clean. “I’m so happy to end a nine-month semi-retirement and jump back into the local workforce,” said Borges. Translation: vacation’s over and yes, there’s a mortgage to pay. First order on the laundry list of things to do: how to distinguish the Vicky with a “y” from the Vicki with an “i.” …
Loretta Ables Sayre returns to Blue Note Hawaii at the Outrigger Waikiki Beach Resort, doing one show at 7 p.m. today. She’s indicated this might be her last Blue Note gig for a while, due to other plans in 2020. …
Kika Matsumoto accompanied Allison Chu (2016’s Miss Hawaii) to the recent 75th anniversary of the 442nd liberation of Bruyeres and Biffontaine, France. “Allison did Hawaii proud, by singing ‘Hawaii Pono‘i’ and ‘Ave Maria’ in the Mass in the Cathedral and dancing to ‘The Prayer’ at the memorial in Bruyeres. The French people loved her,” said Matsumoto. …
And that’s “Show Biz.”
Wayne Harada is a veteran entertainment columnist. Reach him at 266-0926 or wayneharada@gmail.com.
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