We were lucky to catch up with Alliya Gabriel recently and have shared our conversation below.
Hi Alliya, thanks for joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
Back in the 90’s and early 2000’s before phones and the internet consumed our lives people use to communicate via snail mail, landlines and email. Our business (Koa Kards) started in 1996. Our most popular product was our Koa Wood Postcard. A fan favorite for so many reasons. Our designs were different, easy to send in the mail and the overall concept is unheard of. Selling postcards and other various stationary products is what we did up until covid. We lost a handful of wholesale accounts and for obvious reasons, people weren’t spending money. Between 2019-2021 my brother (Makana Gabriel) was in high school and had a lot of free time (since classes were on zoom), he decided to pursue his talent by drawing local, Hawaiian and funny art on procreate. Thus the idea to sell on stickers! Not only is Hawai’i big on stickers we are big on supporting local. We have over 200 designs that we rotate through at markets and online. Stickers, as simple as they might be are our biggest driver at markets. People recognize us for our stickers, the humor the quality. No one can can do what we do & that’s what makes us stand out. Our designs cater toward our community, our people our history. It is also a great conversation starter for tourists that come to Hawai’i and have absolutely no idea what Koa wood is or the humor behind the sticker. Its a learning lesson for them, hopefully something they remember and we build relationships with customers that continue to shop with us online. As far as “scale up”, we’ve elevated our product by turning local humor and the love for koa wood into something one of a kind.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
We are a ‘Ohana (family) owned and operated business for the last 30 years in Hawai’i. All of our wood, designs, manufacturing and packaging is done at home on O’ahu. Koa Wood is a tree species that is only found in Hawai’i. It is a special, highly valued, important wood to the people of Hawai’i. We wanted to take something environmentally friendly, from Hawai’i, made by Hawaiians for the community of Hawai’i. Having visitors come to our markets and shop with us is always a plus but our main customer base, are people from Hawai’i. My parents originally started this company in 1996 because they were tired of working for other people and they wanted to be involved with our lives ( their 3 kids). We sell a variety of products; postcards, earrings, stickers, keychains, magnets, hair clips, bookmarks, notebooks, notecards and ornaments. We also offer custom opportunities upon request. Our most difficult problem, for any small business really is creating healthy boundaries with work. As a small business owner, you’re never not working. I think most of us work than not. Unfortunately, that’s the price you pay when you own your own business, but the reward is always worth it! What makes us different from other small businesses is working with Koa Wood the way we do. There are tons of koa wood workers and artists that specialize in one thing. We combined both wood working at artistry to create a one of a kind way of Hawai’i. We as a company are most proud of the success and response our stickers and now our keychains are becoming. Something so simple yet so innovative (so i think) sells thousands every year. We are also proud to say that we are a family owned business that continues to survive and thrive in a growing expensive economy like Hawai’i. There is no place we would rather live and we work damn hard to stay here.
How did you build your audience on social media?
Building any platform on social media is so difficult, probably more difficult than creating product. It’s exhausting and soul sucking but worth it! Every small business will tell you they hate posting on social media. In the world we live in, being different, creative, fun and entertaining online is hard. Our platform on social media is “just a small business from Hawai’i” and that’s the way we like to keep it. We rarely follow trends or pay thousands of dollars to shoot campaigns or photo shoots. Everything we do is us, and I think that’s the key. How cliche to say “just be you” but it matters when you’re trying to sell your small business. Consumers can see right through businesses that are genuine or honest. I think as a customer I want to know where/who my money is going to and what they believe/support. I carry that same mindset as a business owner! If i want honesty and genuine communication with the people i buy from, why be any less as a small business owner. Transparency is KEY! The right people will come and support you however that doesn’t mean it will be an easy road to get there. Running a small business is 24/7, its not for the weak.
What’s been the most effective strategy for growing your clientele?
Doing markets every month! Whether it may be every weekend or twice a month, getting out there it’s important. Exposure in real life makes such a difference, at least for us. Our product, a lot of people have never seen/heard of therefore it’s hard to shop online when you don’t know what youre buying. Hence, why we do a lot of in person events. It allows people to touch and see what our product looks and feels like, plus the engagement. Communication with other people is equally important. A lot of small businesses only operate online which again, i like to know who im buying from. Setting up a tent, tables, chairs and product and sitting outside for 4-6 hours builds character! All of our customers that reoccur come from the events we do or a friend/family member bought something from us at market and is telling everyone about it.
Contact Info:
- Website: https://Www.koakards.com
- Instagram: @koakards
- Facebook: @koakards
