Today we’d like to introduce you to Noeleen Tuala.

Hi Noeleen, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
PELE is a dream come true! A story of faith and perseverance. As a nana to 5 grandchildren I went looking for a quality Pacific inspired blanket and the lack of quality found was the defining moment that I knew, this was my chance to do better. This was my chance to celebrate our Pacific heritage through quality baby products.

PELE has just turned 2 and what an amazing journey it has been since we launched on December 7th, 2022. What started with just a playmat has now turned into an ever increasing product range including a PELE home range. We have been so fortunate to partner with local hospitals and birthing units to provide PELE products to those who do so much for our community. PELE has been embraced by our community from here in NZ and around the world. The hundreds of 5 star reviews we receive are testimony that customers do appreciate what we aim for, quality and standing strong in our culture.

We are grateful that in this short amount of time, we are already collaboratively running a retail store called Nesian Collective. We also have wonderful stockists throughout New Zealand and overseas and have recently become the first Pasifika business producing Pasifika baby goodies to be situated in Westfield Manukau, a mainstream mall which is a huge accomplishment for me as a proud Pacific woman. This I pray, is only the beginning for PELE.

We have recently been announced as a finalist in 2 categories within the largest business awards here in New Zealand which we are so excited about! Being able to showcase our Pacific people in what we see as a mainstream space, means so much to me. This nomination alone is for our people! it is to show our people that it doesn’t matter where you are from, how old you are and that if a mum of 5 from South Auckland can do it, then they can too. I want to see our Pasifika people shine bright.

I work hard to ensure that our products and their designs are both culturally authentic and appealing to a wide audience, blending tradition with modern design and appealing to all our ages.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The lead up to launch was not an easy feat and is one of the hardest things I have had to navigate. With no formal business qualifications and unsure who to ask for business support, I turned to good old Google.

Going through numerous samples and suppliers to find a quality that lived up to my expectations, navigating the complexities of product standards, building my website with no I.T experience. All this teamed with working full-time and lack of sleep had me in tears and wanting to give up on so many occasions but my belief in myself kept me pushing.

Since launch things have not necessarily got easier but the focus has changed. There is and always will be something to worry about as a business owner whether it be shipping delays, missing deadlines or constantly trying to be innovative but for me, this is my passion and I am well aware that not everyone gets the chance to do what they love. I rely on my faith a lot and I will not waste this opportunity nor will I settle. I am constantly trying to work harder and smarter and achieve all the things that I know PELE can.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Embracing our culture one product at a time.

PELE is a vibrant brand much like our logo that takes the colors of the pacific and creates baby & homeware products. This is more than just a playmat or a Minky, it is a representation of our heritage.
Our products give people the chance to embrace and celebrate their culture. A child being surrounded by colors and motifs of their culture from early stages attributes to their sense of belonging, their place in the world and overall confident in who they are.

In an oversaturated market – we like to pride ourselves on the quality of our products. I know we pay more for our products vs similar businesses on the market but we are a value based company who would prefer that our customers get what they expect vs making a quick buck and using the word ‘quality’ loosely and this for me sets us apart.

All PELE products are designed by Pacific artists to ensure that authenticity is upheld. The one thing I don’t like to see are others creating a Pacific product and selling it when they are not of Pacific heritage. I feel as though this takes work opportunities away from our Pacific people. Again, values are a huge part of how I run PELE and for me that is what is most important. Authenticity is key!

PELE is adding a touch of Pasifika into homes and nursery’s with plump quilted playmats, super soft Minky’s, wraps, knits and so much more.

Before we go, is there anything else you can share with us?
Keep reaching for the top of the tallest coconut tree!

Contact Info:

• Website: www.pelebabies.com
• Instagram: https://www.instagram.com/pele_baby

Image Credits
Atamai Creative Aferetiphotography Sjaan Photography