January 02, 2006

The Phoenix Rises

Rehanging the Shingle. The sign that hung in front of our store in Hilo.


Your dead shall live.... Isaiah 26:19

Last week, I was looking at new photo album that I bought in Hilo before we moved. Still in its shrink wrap, the red and yellow hibiscus was cheery and fun. At a list price of 7.99, I thought "Gee, I wonder how many other people would buy this?". So I took it to work, and it turned out that those young parents and grand parents love those little photo albums. The fact that the pretty thing came from Hawaii gave it added intrest.

Over and over people have told us things like..." I had the best cup of coffee while on Maui.." or " I would love to go back to Oahu just to go shooping" or "I wore that Hawaiian shirt/tee shirt/dress I bought while on vacation till it was a rag. I wish I could get a new one." I saw what people buy in Hawaii, and what they keep forever. I saw the crowds at the Mac Nut Factory and at Big Island Candies... and in my own store.

People find my love for the islands contagious, and I love the things, hand made things and otherwise, wonderful. The music and culture of the "real" Hawaii deserve to be shared positively and with joy.

But, I didnt want to open a storefront on my own.

One of the big local news stories in the past few weeks was the closing and move of the Grapevine Mall. This was the largest "Source" Mall in an area where antiqueing is a fine art. "Source Malls are different in that the goods are new and you are dealing with a middleman representing a manufacturer. Vendors get the goods and place it in this giant store that is staffed by employees of the mall. People flocked to it even though its prior location made it difficult as Tonitown is a bit off the main drag.

But those that went talked highly of it and the vendors were top noch. Most of them are making the move to Rogers to what is the best location in the area. The owners are running ads on a number of local tv and radio stations and in the paper. They dont skimp on advertising.

So, I have this album, and a million contacts for stuff made in Hawaii. Its a perfect match. So I present Woody with the idea and we went down to check out the situation. We met with the owners who we liked on the spot. But most importantly found a business model that eliminates much of what I didnt like about owning a store. The place is a 7 day a week operation, but I never have to be there. I just have to put stuff in the case, and pay the rent. The mall sells it, collects and pays the sales tax, and at the end of the month send me a check and a statement showing what sold. No commissions, no taxes,no insurance, no employee hastles...

Not only did Woody go for the Gift Store with a Hawaiian theme, but set up a jewelry case right in front by the door. I start calling in the morning looking for jewelry product. The mall opens in a few days...

Azure Seas Jewelry is reborn, and now we have a much better venue, less over head and exclusive rights at that to the concept.

Now comes all the work of a start up....



The happy business owner Woody after a trying afternoon of building displays. Not much of a builder, but hes a risk taker...