A hui of local businesses just opened a new store in the shiny redeveloped heart of Waikiki that focuses on sharing age-old values of Hawaiian culture while running a retail store that sells crafts, books, 'ukulele and hula implements.

Mana Hawai'i — which opened Saturday to coincide with a planting moon — aims "to share with guests the people, products, experiences and values of our Island home." And that's how it happens that one of the partners — The Lomi Shop Va'a — specializes in health and wellness through lomi or massage.

The concept has brought together five experienced local businesses — the majority owned by Native Hawaiians. It has the support of the Office of Hawaiian Affairs as well as Outrigger Enterprises Group and the other creators of the new $535 million Beach Walk redevelopment project.

Mark Glick, OHA director of economic development, said the venture provided a way to support authentic native Hawaiian goods and services, artisans and businesses.

That's why it received three kinds of assistance from OHA, including $200,000 in loans for start-up; a $94,500 Enterprise Honolulu grant for the initial buildout; and a guarantee of the lease rent for seven years, he said. "This is very unique for us to pull out all the stops," Glick said.

Maile Meyer, of Na Mea Hawai'i/Native Books, helped pull the group together. She said the partners will present a stream of cultural programs that will include hula, 'ukulele class, crafts, Hawaiian language lessons and various talk-story sessions with navigators, paddlers and others.

Meyer has learned from past experience of bringing together businesses and artists. "The artists want to be artists, they don't want to be business people."

And partners made this business possible. "When you share burdens, you can face some of the things you think I could never do," Meyer said. "Joy is an easy thing to share."

Meyer will be selling merchandise that is similar to what's available at her Ward Warehouse locations: books, jewelry, art, clothing, soaps.

AN AUTHENTIC EXPERIENCE

Those planning the redevelopment knew they wanted to offer authentic island-produced goods along with a way to educate visitors about Hawaiian culture, said Barbara Campbell, Outrigger vice president for retail development and leasing.

"This takes retailing one step beyond," Campbell said. "People want to learn 'what is this koa piece that I'm buying?' They want to interact; they want to understand it."

Campbell said many Outrigger guests are returning to the Islands for repeat visits and looking for something more. "They want to take back an experience," she said.

"This has so much more of an educational component. it's more than just selling an 'ukulele, it's how to play it," Campbell said.

She said the Mana venture has the strength of successful island businesses. To make it happen, the developers gave them some financial breaks. "We did take into consideration their financial constraints," she said.

'GOT EACH OTHER'S BACKS'

Mike and Syl Kop, of The Original Hawaiian Traders, are best known to local folks for their Hula Supply Center near Old Stadium Park, providing the tools of hula for decades.

He sees the new venture as a chance to share the host culture of the Islands with visitors. "It's a commercial venture but what motivates us is the cultural side," Kop said.

They're hoping that visitors who see a hula or hear the 'ukulele will want to know more. At the Waikiki store, they can help teach and explain what's behind the ancient dance and "why we do it."

Maile Lee, of The Lomi Shop Va'a, is also operations manager for Mana Hawai'i. She said the venture attracted her family for the shared experience as well as the shared risk.

"We really support each other; we've got each other's backs," Lee said. And with five ventures in a single 1,600-square-foot space, they will need to be compatible on many subjects, retain individual personalities for each business and yet come together as a single venture.

A FOOTHOLD IN WAIKIKI

The group effort allows the business to overcome the difficulty of getting a foothold in pricey Waikiki. "We certainly want Native Hawaiian businesses to benefit from tourism," Glick said, a connection that hasn't been made very much in the past.

"There are over 80 Native Hawaiian suppliers that work through this coordinated retail venture," Glick said, so high demand for authentic Hawaiian goods helps create more success.

"These artisans can work toward making these full-time businesses," Glick said. "It helps spur entrepreneurship in the Hawaiian community and it will have a huge multiplier effect among the people who do Hawaiian arts and crafts."

Daniel Fujikake of Raku International/'Ukulele House said his store's main location is in Waikiki Shopping Plaza, with another one in Ala Moana.

He's not Native Hawaiian but was attracted to the hui as a chance to work with other local businesses dedicated to teaching as well as selling.

"In a sea of retail down there in Waikiki, we have a little oasis of real legitimate Hawaiian culture," Fujikake said.

"The mission statement of our business has always been to perpetuate the feeling of aloha and the interest in the Hawaiian instruments and the culture," Fujikake said.

The 'ukulele he carries start from $20 and rise to several thousand dollars. That means that some of the cheaper ones aren't made here but Fujikake said it allows him to sell 'ukulele in all price categories.

He shares the feeling that visitors want to feel more of the Islands but "not the touristy, kitschy parts."

WELCOME COMPETITION

The Little Hawaiian Craft Shop has been selling mostly made-in-Hawai'i items in the Royal Hawaiian Shopping Center since it opened in 1980.

Manager Kimberlee Nihei welcomes the friendly competition in Waikiki even though the stores sell some of the same items, such as the high-end Ni'ihau shells.

"I commend them for emphasizing the handmade in Hawai'i," she said. "Any store that tries to do that, it's only helping the image of the Islands and the artisans who live here."

She noted a growing number of generic-island-themed merchandise shops with items that could be made here. "You flip it over and it says Made in Indonesia or Made in China or the Philippines."

Nihei believes the demand for authentic Island items is growing. "There's more of an awareness and an appreciation," she said.

She said her 2,500-square-foot business specializes in store-made jewelry and includes koa and olivine and offers rosaries and a make-your-own jewelry station. "We sell just a little bit of everything," she said.

NEXT-DOOR NEIGHBOR

Kimo Spencer, who is Native Hawaiian, opened another store in the Waikiki Beach Walk development last month, specializing in made-in-Hawai'i items, next door to Mana.

"We try to feature quality products made of koa," he said.

But Spencer thinks his store and Mana Hawai'i will complement more than compete. "It doesn't make sense for us to duplicate products," he said.

Spencer has run another store in Waikoloa on the Big Island for 15 years and had been looking for the right place to open on O'ahu.

"I'm surprised at how many locals we're getting," he said.

Nohea Gallery owner Gail Baron said her family-owned business has specialized in made-in-Hawai'i arts for 17 years at Ward Warehouse and since 1998 in Waikiki at the Sheraton Moana Surfrider. Nohea features works by more than 500 local artists with a focus on made-in-Hawai'i items, although it does carry some works created out of state, she said.

Baron said her gallery sells a lot of photographs, glass works, pottery, jewelry and cards. "People appreciate quality, and I think they appreciate the arts and the artists," she said.

"It's not a new trend. It's been going on for many years," she said.

Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.