For months now I have been contemplating writing about a side of our business that some may consider being dark, nonetheless it’s a story that I think needs to be told. When you hear the word “celebration of life” I guess it can have multiple meanings such as a birth, but more often it has something to do with paying respect to a deceased one.
While I don’t work in our retail showroom very often, I am told that quite often people will come into the store looking for what they call
celebration of life Hawaiian apparel. And I have to say that some of the stories are often heart wrenching. I hear of many ladies coming into the store, selecting apparel and then making a somber trek to the dressing room whereas they commence to having a full blown melt down grieving over the loss of their loved one.
While we pride ourselves in customer service, I don’t think in these situations that you can do much more than acknowledge their loss and maybe try to console them a bit. Even when they exit the changing room, the clerk eventually ask if they are ok, or if they need help, or a glass of water, but they always respond with a “thanks I am ok”.
But that changes when they make it to the checkout whereas they will tell us about the life of their loved one and their passion for Hawaiian culture and apparel. Many times the purchase was made because the husband always wished his wife would wear something Hawaiian (something to think about now?), clearly a gesture of sharing his passion for Hawaii. I would venture a guess that most of the ladies will buy a
muumuu or choose from one of the many long tank dresses. I also wanted to note that while there are some men involved, it appears that women are more prominent in this particular situation.
Beginning in 2004 our business was online only and for many years it stayed that way, but a little over a year ago we took it to the streets and opened our 1st
Hawaiian apparel store in Southern California.
I think without the store we really wouldn’t be able to tell you this story. But as I write this I wonder if my loved ones and I will ever be subjected to some sort of personal celebration of life ritual and what on earth would that be? Will everyone dress like Mr Freeze to celebrate my lack of emotion? Serve food with bitter seasoning? Or will they celebrate by giving my money to charity (money that I seemingly cant afford to give away now), or will it be something I have never seen in myself?
So now I have myself wondering if I am living my "celebration of life in the present", I love the Hawaiian culture, especially my brightly colored aloha shirts. But when you consider that no matter where I am standing, I am always wishing I was somewhere else, so can that really be possible?
I guess time will tell, but quite honestly I doubt I would have much input at that point anyhow. As I wrap up this post I would like to share a video with you that features local Hawaiian artist Israel "IZ" Kaanoi Kamakawiwoole. I feel this video (linked below) is the epitome for a celebration of life, there is something about the end of the video that cannot be put to words. We miss you IZ!
Mahalo
