Alakoko — Fostering Local Businesses

By Léo Azambuja

Alakoko members, left to right, Patrice Pendarvis (Patrice Pendarvis Studio), Dan Erickson (Mission Zero Hawai‘i), Krystl Apeles (Puka Surf Co.), John Kaohelauli‘i (HawaiianCheckers.com) and Liliana Estep (Shell.Of.A.Life). Photo by Léo Azambuja

An old African proverb says smooth seas don’t make skillful sailors. In the tail end of an economic storm that sank many businesses during the COVID-19 pandemic, a surfing world champion opened a retail store that just keeps sailing toward success. Part of the secret is innovation — it’s a nonprofit organization fostering local artists and product makers.

“We have a little bit of everything. We’ve got women and men apparel, we’ve got some kids dresses and shirts, we have jewelry, we have unique vintage bags and pouches. We have our food section, which is a variety of spices and coffees. We have some Slow Island syrups, and we have hot sauces, granola,” said Krystl Apeles, founder of Alakoko, Kaua‘i’s House of Makers.

Apeles, a homegrown Kaua‘i girl, opened Alakoko in January, and since then the store’s membership has been increasing. Right now, it has at least 35 members contributing with their products. Besides clothing, jewelry and some food products, the store also carries pottery, traditional Hawaiian games, pet supplies, artwork, crystals and many other unique Kaua‘i-made products. Unlike a regular retail store model, where vendors usually receive half of the sale price, the members of Alakoko receive 100 percent of what’s in the price tag.

“If you do buy these local products in other stores, most likely, they’re getting 50 percent to maybe 40 percent of that, which is very difficult, as you would know, living here and doing something that you’re passionate about,” she said.

Liliana Estep, of Shell.Of.A.Life. Photo by Léo Azambuja

Apeles — the reigning three-time world champion in tandem surfing — said the idea behind Alakoko was to provide a safe, reliable space for Kaua‘i’s entrepreneurs, like herself, where they could sell their products without a middle man, and at the same time learn more about entrepreneurship and grow their businesses. As the owner of Puka Surf Co. clothing and bikini line, Apeles had done multiple pop-up events — fairs, conventions, festivals, etc. — where she met several other small business owners.

“That’s when I started recognizing a lot of the needs for these different small businesses,” Apeles said of when she first came up with the idea of opening a nonprofit retail store. “I started developing it in my head, of course, how would that work? Because it’s one thing to say, ‘I want a store that’s going to support them,’ but also how is it going to function? How’s it going to stay open, especially if it’s a nonprofit?”

While many business were struggling to fit into the reality of an island devoid of visitors during the worst days of the COVID pandemic, Apeles took advantage of the free time to develop her ideas.

Alakoko founder Krystl Apeles shows a reusable shopping cart bag she sells at the store. Photo by Léo Azambuja

“COVID really allowed that time for me to sit down with those thoughts and write it out,” she said.

With the help of Rice Street Business Association President Addison Bulosan, Apeles applied for different grants, landing a Hawai‘i Tourism Authority grant that allowed her to open the store. Then, more partners and sponsors came in, such as County of Kaua‘i Office of Economic Development, Bank of Hawai‘i, Kaua‘i Federal Credit Union, the Small Business Development Center and the Kaua‘i Chamber of Commerce.

The name for the store was picked to honor a historically and culturally significant site nearby. The real name of the Menehune Fishpond is Alakoko, which means “road of blood.” Historians think this name was given to the fishpond because of the hard work ancient Hawaiians endured to build it, leaving a trail of blood while moving lava rocks with their bare hands.

“It’s really in honor of the hands that had made that fishpond 600 years ago,” Apeles said of the store’s name, adding the nonprofit organization Malama Hulēʻia has cleaned up the site and is bringing it back to life, creating a safe, nurturing space to the community.

“That’s kind of what we’re doing here in the shop, creating that space for small businesses to come to grow, to nurture them. And hopefully, we can create a healthier industry and community that helps feed the people and give them a healthy livelihood, a place to live.”

Apeles said Alakoko is much more than just store, in the sense that it really ties into the community, a space that welcomes them. The nonprofit has promoted partnerships between agencies and members, has helped to organize block parties, community and fundraising events, business workshops and monthly business mentorships.

Artist Patrice Pendarvis. Photo by Léo Azambuja

“We meet here, we have an alleyway that we do all of our workshops, and it’s more of a community space,” she said. “We welcome other people that want to be involved to help. If they need a space, we can try to work something out in that area. We’ve had dinners in there, we’ve had movies in there, it’s kind of fun.”

The most rewarding thing about running Alakoko, Apeles said, is having the honor to represent all these different small businesses, and getting to know each other on another level.

“I’m not just here to sell their products, I actually take care in where they’re going in their business,” she said. “Some of these businesses are really well off to do, and they’re doing the same for me in that sense; they want to be a part of this because they see how it helps other people.”

Those interested in becoming a member should visit www.alakoko.com to fill up an application. After that, they will be called for an interview. If accepted, Apeles will assist in creating a display in the store.

Alakoko is on 2976 Kress St., right before Hamura Saimin in Līhuʻe. The store is open six days a week; they are closed on Tuesday. On Friday and Saturday they are open from 10 a.m. to 6:30 p.m, and on other days they are open from 10 a.m. to 4 p.m.