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The Honolulu Advertiser
Posted on: Tuesday, December 11, 2007

Moloka'i tutu is top entrepreneur

By Harry Eagar
Maui News

WAILUKU — Denise Taueetia wanted her grandchildren to grow up on Moloka'i, so she and her husband, Afa, moved back about 11 years ago, after both had worked at Ka'anapali resorts for about two decades.

But after the youngest started preschool, Taueetia says she "got bored." So she started Denise's Baskets & More, which grew into Molokai Furniture. Her success story was the winner of the 2007 Hand-Up Entrepreneurial Award presented by MEO Business Development Corp.

According to the agency's chief executive, Susie Thieman, Taueetia sought a small loan at her bank in 2002 and was turned down. She then turned to MEO Business Development Corp. and its loan program after she heard that agency would have a loan fund manager on Moloka'i to meet with residents regarding startup microloans for their businesses. Taueetia borrowed $2,500.

Taueetia thought she was doing really well as a gift shop, but she also needed to expand and offer more.

Market research (talking with her customers) revealed a desire for a furniture outlet. After about a year of operating her gift store, she decided to bring in unfinished hardwood furniture.

She thought bringing in unfinished furniture packed in boxes would be easier to handle than bulkier finished furniture. But dealing with a wholesaler located in Canada proved very costly.

Again, she listened to her customers and decided to venture into Island-style rattan and wicker.

Taueetia has participated with MEO Business Development Corp. twice in its booth at the Maui County Fair, Thieman says.

On both occasions, she virtually sold out the inventory she brought to sell.

In October, Molokai Furniture celebrated its fourth anniversary. It now carries products from 15 manufacturers and has outgrown its space at the Kualapuu Center.

Soon it will move into a larger space in the new building located in the same center.

Denise's Baskets & More is still going, too, now under the name Denise's Gifts of Molokai.

In January, Taueetia will hire her first nonfamily employee.

Already Afa Taueetia has quit his full-time job as a supervisor at a resort to help her.

He assembles the unfinished furniture (which is still part of her line) and makes deliveries.