We were lucky to catch up with Lai Sha Bugado recently and have shared our conversation below.
Alright, Lai Sha thanks for taking the time to share your stories and insights with us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
The biggest risk I’ve ever taken was saying “yes” to creating Kumumea during one of the hardest times of my life. It was born from pain, uncertainty, and survival — but also from a deep calling to build something beautiful out of what tried to break me.
After surviving breast cancer, I knew life would never look the same. I wanted more than just to exist — I wanted to live fully, with purpose. At the time, I had no background in fashion or product design, just a love for my culture and a vision to create something out of nothing and making it beautiful — the strength, the beauty, and the connection to place and people. Starting a handbag brand rooted in Hawaiian values, from the Big Island of Hawai`i, was a leap of faith I took. A mom, still healing, with limited resources and a lot to learn. But I took the leap anyway.
There were moments of doubt — when samples didn’t turn out right, when production delays stretched for months, and when I questioned if anyone would understand what I was trying to create. But each challenge became part of the story. Kumumea grew from that risk — from late nights sewing, imaging, researching, sketching designs, to showing up at markets, to being invited to represent Hawaiʻi at the Tokyo International Gift Show.
That risk taught me that courage doesn’t mean having everything figured out — it means trusting yourself enough to begin. Kumumea is proof that sometimes the biggest risks are the ones that call you to rise into your purpose.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Lai Sha, and I’m the founder of Kumumea, a Hawaiʻi-born handbag brand rooted in storytelling, cultural intention, and healing. I didn’t come into this industry the “traditional” way — I came into it through survival, through deep personal transformation, and through my desire to create something beautiful and meaningful out of some of the hardest chapters of my life.
I’m a breast cancer survivor, a mother of three, and a woman who has had to rebuild herself more than once. After finishing my last chemo treatment at Queen’s, something inside of me shifted. I realized how precious our one life truly is. I didn’t want to chase dreams “someday.” I wanted to create something that honored my journey, honored my family, and empowered other women to show up in their highest selves.
That’s how Kumumea was born — not from a business plan, but from a calling.
At the time, I have no formal background in fashion or manufacturing. What I had was a vision: bags that carried culture, intention, and grounding. Bags that weren’t just accessories, but reminders of identity, connection, and resilience. I started small, teaching myself, researching, learning about design, and spending months refining every detail — materials, shapes, meaning behind each style, colors inspired by Hawaiʻi’s landscapes.
Today, Kumumea creates handbags and accessories that blend cultural values, purposeful design, and a sense of place. Every bag carries elements inspired by Hawaiian stories, textures, and lifestyle, and everything is produced with intention — never rushed, always thoughtful.
What sets me apart is that I don’t just make bags — I create experiences, feelings, and connection. Kumumea lives at the intersection of culture, fashion, and healing. For many of my customers, the bags become reminders of who they are, where they come from, and the life they are choosing to live.
Beyond Kumumea, I’m also building spaces for community and healing, especially through Ka Lokomaika‘i, where storytelling, connection, and cultural groundedness come first. Everything I do — whether in fashion, community work, or personal storytelling — comes from a place of wanting people to feel seen, encouraged, and empowered.
What I’m most proud of is that I stayed true to myself and trusted a vision that didn’t make sense to anyone else at the time. I took a risk on myself. And because of that, Kumumea has grown from a one-woman dream into a brand.
What I want people to know is this: Kumumea exists because I survived. And because I survived, I want to help others feel alive, connected, and inspired. My brand isn’t just about luxury — it’s about intention, culture, and courage.
If you’re new to me or to Kumumea, just know this: everything I create is meant to remind you that you are worthy, resilient, and capable of rising — no matter where you begin.
We’d love to hear a story of resilience from your journey.
One of the clearest moments of resilience in my journey happened before Kumumea ever became a brand — in the quiet space between “surviving” and “coming back to life.”
After finishing chemo, everyone expected me to be grateful, relieved, ready to move forward. But what people don’t talk about is how frightening the healing process can be. Your body is weak, your mind is exhausted, and your spirit is somewhere between hope and fear. I remember standing in my bathroom looking at myself in the mirror — scars on my chest — and feeling like I didn’t recognize the woman looking back.
But I also remember something else: I didn’t look away.
I faced every part of myself — the broken parts, the strong parts, the parts still afraid — and I told myself, “You’re still here. And you’re not done yet.”
That moment shifted everything.
I started walking every day, even when my legs shook.
I started dreaming again, even when it felt pain.
I started rebuilding my sense of identity — not as a patient, not as a victim, but as a woman stepping into a new chapter.
That is when Kumumea was born.
Not from excitement or confidence, but from resilience — from choosing to rise when everything in my body wanted to rest.
Years later, I realized: this brand exists because I didn’t give up on myself. Every bag, every design, every story I share traces back to that one act of courage — refusing to give up.
Resilience, for me, has never been loud.
It’s been choosing to show up when it’s hard.
Choosing to try again when I feel unsure.
Choosing to believe that my story still has purpose.
And that belief has carried me from survival… to creation… to building a brand rooted in strength, healing, and intention.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
For me, keeping in touch with clients and building brand loyalty isn’t about marketing — it’s about relationship. I see every customer as part of my story and part of Kumumea’s story. The heart of my brand has always been connection, intention, and authenticity, so I stay in touch in ways that feel genuine and personal.
1. I reach out with intention, not automation.
Whether it’s checking in on someone months after they purchased a bag, sending a thank-you message, or remembering something special they shared, I make my communication real. People can feel when something comes from a human heart versus a system.
2. I invite clients into the process.
A lot of my customers love seeing behind the scenes — the cultural meanings behind patterns, and even the challenges. It makes them feel like they are part of building Kumumea, not just buying from it.
3. I show up consistently on social media with storytelling.
My audience connects deeply with authenticity, healing journeys, motherhood, culture, and my survivor story. When I share the why behind everything, not just the product, it builds emotional loyalty, not transactional loyalty.
4. I create experiences, not just products.
Pop-ups, community storytelling spaces, and events like Ka Lokomaika‘i help people experience the energy of Kumumea in person. When someone feels seen or uplifted at an event, that connection lasts far beyond the moment.
5. I follow through with care.
If someone messages me with a question or concern, I take my time to respond with respect. High-touch care — even as a growing brand — builds trust. People remember how you made them feel.
6. I stay aligned with my values.
What really builds loyalty is consistency. Whether someone has been following me since the beginning or just found Kumumea today, they feel the same grounding energy, cultural intention, and genuine heart behind everything I do.
At the end of the day, brand loyalty for me comes from showing up as myself, being authentic, and treating people with aloha. When customers feel connected, respected, and a part of something meaningful, they don’t just return — they root for you, grow with you, and carry your story with them.
Contact Info:
- Website: https://www.kumumea.com
- Instagram: https://www.instagram.com/kumumea/
Image Credits
Haunani Miyasato
Joyce Cabal