We were lucky to catch up with Alliya Gabriel recently and have shared our conversation below.

Alliya, thanks for joining us, excited to have you contributing your stories and insights. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

Absolutely happy to the max! As a “business owner” who doesnʻt really own the business….. its more so my parents that sill have ownership. I am more of the “face” in terms of social media, marketing, craft fairs, wholesales. My parents have been running our small business – Koa Kards since 1996….which is older than me! Prior to my involvement in Koa Kards, I was living in my college town (Hilo) working 3 jobs. 3 jobs before the age of 25…..why? for what? did i have any time for myself? The answer is NO! I had no free time or time to do anything outside of a routine. Side note, I model too, part time… but i wanted more, I had the drive, potential and support to do more. And so I did, my partner and I moved home (Oʻahu) and I decided to fulfill what mattered most, doing things on my own time and what made me happy. I always look back and remember what life was like a year ago….how so much has changed but how much more change I have to encounter. I make my own schedule which is a privilege most people donʻt get to have. Transitioning from 3 full time jobs to 2 jobs that I love is priceless. Something I wish I had changed sooner but due to Covid and all the issues in between it is finally working out. As we start 2023 there is so much room for growth and potential. My overall goal is to expand Koa Kards across Hawaiʻi and possibly the mainland as well as my modeling career while keeping an open mind and remembering where I come from.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My parents started Koa Kards 26 years ago with the thought of “dont just own something made in Hawaiʻi, own something that is Hawaiʻi.” Our products are all harvested in Hawaiʻi as well as all designs. Orginally Koa Kards started off just postcards, bookmarks, folded notecards and magnets and matted art. Within the last few years, Koa Kards has expanded product. We now offer, stickers, earrings, pop sockets, bracelets and key chains, candle boxes, 3D art and puzzles. Most people are unfamiliar with the importance of Koa Wood. Koa Wood is an important and highly prized wood in Hawaiʻi, It was once used and is continued to be used for bowls, furniture, canoes, war tools etc. The craft is limitless. It is a wood that is endemic to Hawaiʻi and cannot be harvested by just anyone. All of our products can be custom designed based on the clients preference and occasion. We get an overwhelming amount of custom orders during the holidays pertaining to Christmas Ornaments. On a regular bases throughout the year it is, postcards, folded notecards, spiral notebooks, bracelets and magnets. One thing we will never get tired of seeing or hearing is how appreciative customers are when they hear our stuff is made out of Koa Wood. Our usual reactions are “Wow no way!” or “Wait….Koa…Wood”. We are most proud of how far weʻve come and how resilient we have been for 26 years, especially during the pandemic.

Where do you think you get most of your clients from?

As far as “fast money” we do markets, pop upʻs and craft fairs every weekend! This is my full time job therefore if I donʻt work, I donʻt get paid. We have definitely had our highʻs and lowʻs when participating in markets, some better than others. Overall we continue to have a good attitude and learn from our mistakes and what can be improved. Our wholesale is a little different. My parents have their own set of clients that they have been dealing with for the last 26 years. Me, fresh and new to wholesaling jumped right in. Majority of my wholesale accounts are on the Big Island which is where I was living before making the big change home. I have secured most of my wholesale accounts through self-advertisement and other small business owners enjoying our product and wanting to carry it in their store. I keep my clients informed of any regular changes as far as shipping orders, product adjustment, whatʻs new and any other questions they may have. I have a very open and honest relationship with all of them which makes it easier in the long run.

Any insights you can share with us about how you built up your social media presence?

Donʻt give up is my advice number 1. Social media is so exhausting I swear its harder than running markets. Its all about consistency. Even when you feel repetitive and board just remember itʻs all apart of the business. I officially started our Instagram (@koakards) November 2020. I had no idea what I wanted as far as a theme, content or consistency. It took some time before I grew a taste for our business. But what really helped was posting photos that were clear and straight to the point and products that people enjoyed seeing. For us, it was the stickers. Our stickers are all designed in-house by my brother (Makana Gabriel) and to say the least they are funny! They are inclusive and get people to laugh, share, shop and engage with our posts and at markets. I took the content of stickers and created reels and stories every day or every other day to keep people interested. After that it was easier to deal with social media. Sometimes things get slow and I run out of content to post but I try not to worry about it too much because it is just a phase and just like anything else you have to go through the bad to get to the good.

Contact Info:

• Website: www.koakards.com
• Instagram: @koakards
• Facebook: @koakards
• Linkedin: N/A
• Twitter: N/A
• Youtube: N/A
• Yelp: N/A
• Other: ETSY: @koakards

Image Credits
Alliya Gabriel Kaylyn Ells-Hoʻokano