Hawaii

”Tropical” design often means images of palm trees and bright colors, but native Hawaiian artist and textile designer Jalene Kanani wanted to highlight a more sophisticated side of her culture’s aesthetic. She launched her brand NOHO HOME by Jalene Kanani in 2018 to reimagine Hawaiian decor and offer luxury home products that more authentically reflect Hawaii’s history and culture. “In the Hawaiian language, ‘noho’ means ‘to be, to dwell, or to come from,’” Jalene explains. As the artist, she designs all of the brand’s products and produces many of them in a small-batch micro-factory in Hawaii. From the start, Jalene has used Google products to help her scale up as demand grew for her award-winning designs. Today they’re carried by major department stores and are part of a new collaboration with Hawaiian Airlines called the Leihōkū Collection.

As NOHO HOME grows, Google Workspace helps the 10-person team communicate and work together seamlessly. “Our team, including outside consultants, can work on designs collaboratively from anywhere,” Jalene says. “These tools support our operations and elevate our overall efficiency.” Much of NOHO HOME’s early growth came through word of mouth and social media, but in 2022, the company invested in Google Ads. That paid off with a 200 percent increase in website traffic and a 50 percent rise in revenue over 2022. “Thanks to our Performance Max campaigns, we doubled our business from the continent in 2023,” Jalene says. “We’re able to reach people who are actively searching on keywords like ‘coastal home decor.’” Using Gemini, the marketing team has also decreased time spent writing content by 40 percent. “We have a very strong voice,” says Jalene, “so we take what Gemini generates and add our Indigenous knowledge to spark meaningful conversations.”

Some people go the extra mile for a great cup of coffee. Jean and Danielle Orlowski went 3,000. The couple was living in Arizona when they moved to the Big Island in 2012 to purchase a badly neglected six-acre coffee farm. They called their new farm and retail company Hala Tree Coffee, and spent two years renovating, replanting, and adding an additional 40 acres. They also used that time to learn all they could about coffee. “We had to become experts as quickly as possible,” Jean remembers. “It’s not only the coffee, it’s the people, the region, the environment–it’s all important when you learn a new business.” Hala Tree now sells their premium, award-winning roasts at the farm and on their website, using Google Ads to reach coffee aficionados all over the U.S. Their Google Business Profile is especially helpful, Jean says: “Customers are always looking at the good ratings and reading those reviews.”

Jean had been working in tech and finance when he made the jump to coffee farming, but sees many similarities. “In the end, a farm is a business,” he says. “You need to be organized, know your numbers, and build a great team.” Hala Tree began consulting to help other farms, and now manages 50 acres besides their own, totaling around 80,000 trees. Their popular farm tours attract 1,000 visitors a month, many finding them on Google Maps. Between tours and online sales, Hala Tree serves 15,000 customers annually, with more than half coming from Google Ads or Maps via their Business Profile. They have complete control over every part of the coffee process, from growing seedlings to processing and roasting onsite, ensuring the high quality that’s earned them a great reputation with clients and fellow growers alike–as well as 30 percent growth each year since 2020. “We want to have the best quality product possible,” Jean says. “That’s why we do everything, from tree to cup.”

Partners in business and life for 27 years, Terry and Dr. Lyn Lam raised a family together and ran a successful women’s healthcare center on the island of Hawaii. Beauty products were never in their wheelhouse, until they learned of the harmful effects of traditional nail lacquers from a polymer chemist friend. “Taking care of women all our lives, we know how important it is that women feel good about themselves,” says Lyn. “Nail polish can empower women, but that’s often compromised by guilt and anxiety about what you are doing to yourself, your nails, your kids. For us, creating something better for women and the planet was a no-brainer.” They launched Kapa Nui Nails in 2019 as a full line of nail care products and water-based polishes that are completely non-toxic, odor-free, and environmentally friendly.

Terry and Lyn used Google Ads from the outset to gain traction, turning to Google Analytics to help fine-tune their e-commerce campaigns. “It's really helped us to hone in on our audience, and the demographics have helped us to target our marketing more efficiently,” says Terry. Approximately 80 percent of Kapa Nui Nails’ traffic comes from online sources, helping to drive 50-percent growth year-over-year (YoY). Terry attributes about one-third of that growth to Google Ads. The Lams hope their success inspires other Hawaiians to start small businesses and promote exports as a bigger part of the state’s industry. “Hawaii is heavily based on tourism, and many of us are trying to branch out,” explains Lyn. “We are proud to represent rural, outer-island Hawaii and what can be accomplished just about anywhere with internet access.” As they begin to pursue more retail opportunities, the Lams feel prepared to scale. “Bottom line is we want to spread the word,” Lyn says. “We want as many polish users as possible to know that chemical-free nail care is an option.”

If you’re looking for an authentic taste of aloha, look no further than the Honolulu Cookie Company. Founded in Honolulu in 1998, the family-owned business bakes their premium shortbread cookies fresh daily, serving up over a dozen varieties of the iconic pineapple-shaped treats. “When you see and taste our cookies, you’re reminded of Hawaii,” says General Manager Ryan Sung. “You want to take them home with you and share them with friends.” With quality ingredients and tropical flavors, fans all over the world have fallen in love with these delicious tastes of the islands.

To connect their sweet operation to the rest of the globe, Honolulu Cookie Company turns to the power of the Internet. AdWords, Google’s advertising program, accounted for 60 percent of all their e-commerce revenue generated through digital advertising in 2017, and they look to grow that number in 2018. “We use AdWords to make sure visitors planning a trip to Hawaii also plan a visit to our stores,” explains Brandon Suyeoka, Director of Marketing. “We want them to remember that Honolulu Cookie Company is here. We want them to see us everywhere.” They also use Google Analytics to fine-tune their marketing efforts based on where their web traffic is coming from, and they create online videos to share the aloha spirit with the world. “People are visual creatures. You can see us in a broader context online,” Brandon says.

With business growing steadily every year, the future smells sweet for Honolulu Cookie Company. They operate 17 retail stores on Oahu, Maui, Guam, and in Las Vegas, and distribute their premium shortbread cookies internationally through their wholesale partners. “We are still far from our ceiling. This company can grow much bigger and do much more,” Ryan predicts. Even with aspirations of expanding around the globe, Honolulu Cookie Company never forgets their home. They support Honolulu arts and education programs, and organize charity fundraisers for local youth advocates. “It’s about giving and sharing the aloha,” Ryan says. That’s a sweet Hawaiian lesson the whole world can enjoy.