The subtle hum of contemporary jazz and a delicate floral fragrance greet visitors to The Shop by Jada, in the heart of Holualoa. A pale pink dress tousled by the upcountry breeze is tastefully displayed on a mannequin on the shop’s lanai. Within, custom-branded hats, handmade jewelry, and sundresses produced in an environmentally and socially responsible manner reflect Jada Holt’s commitment to elevating brands that focus on consciously crafted pieces and sustainable fashion.
“Right now, I’m loving the brand Benoa Swim’s ready-to-wear collection, which is made from 100% recycled fabric, and AGOLDE for their denim,” says Jada, who has owned the eponymous shop for over a decade.
It’s only fitting that her boutique sells one-of-a-kind jean jackets, as well as classic denim cut-offs. The shop’s coffee-plantation style building was once the Tomikawa Store, a general store owned by Nobujiro Hakoda, where local families would buy and barter for provisions. In addition to merchandise and fresh produce, the store sold tabis (Japanese ‘work shoes’) stitched together by Aunty Hakoda, typically of denim sewn to soles made from old rubber from discarded auto tires.
Although the Tomikawa Store closed in 1956 after 50 years in business, the shop’s Douglas fir floors are reminiscent of a time when repurposing discarded materials to create apparel was a necessity. Jada would argue that it still is.
“Slow fashion should be a priority, especially for those of us living on an island, where clothes we discard often end up in the landfill,” says Jada of the fashion movement that promotes ethical production and intentional purchasing of pieces valued for their longevity over fast fashion, which relies on synthetic materials, as well as excessive water usage and fossil fuels to mass produce cheap apparel that doesn’t last. “The Shop at Jada only carries brands I believe in that offer quality, staple pieces. You won’t find anything that I wouldn’t feel comfortable wearing.”
Before the historic building was a hub of fashion reflecting Jada’s own style, which she describes as “anything I can dress up and dress down, and wear from the beach to the bar,” it was the Ginger & Koi Boutique, an upscale women's lifestyle boutique established by Maiko Rogers in 2004. “I worked there when I was a 16-year-old high school student at HPA. Years later, Maiko contacted me when she was ready to sell the business. I was already looking for a retail space, so I ended up buying it,” Jada reveals. “It was time to rebrand, so I changed the name to The Shop by Jada while building on Maiko’s commitment to carrying incredible brands that not everyone else had.”
Until one year ago, Jada worked as a sales representative for a heavy-duty tractor company, running The Shop by Jada on the side and learning how to be a lead well from her own supervisors. “I learned how important it is to create a family-oriented culture and emphasize balancing family and business,” says Jada, whose staff includes her own family. “My twin daughters are 14 years old, and they help out during the summer and school breaks. And my Mom, Tara Van Mols, works at the shop. We also sell her ocean-inspired brand, Tara Hawaiʻi Jewelry, at the shop. She makes it all by hand.”
Hardly one to follow trends, Jada herself creates bangles and rings for the store, ensuring a distinctive shopping experience. The most unique aspect of The Shop by Jada just might be its hat bar, where Jada turns up the heat by making custom hats, including heat-pressed trucker hats and cowboy hats literally branded with whimsical phrases like “Sway with the Surf” and “Ride or Die” by heating stamps and pressing each letter onto the brim.
“The custom hats are a big part of our business,” says Jada. “I specifically remember one woman from Northern California who came in for a custom hat. When she tried it on, her husband told her how beautiful she looked, and she teared up. I love that—making other women feel good!”
It’s moving moments like these that keep Jada motivated during the slower months, which she says are inevitable for most people who own a small business. “There have been a lot of moments like that, when I realize it’s bigger than selling clothes. And a lot of customers have become my close friends after coming in to shop with me or my mom,” Jada shares. “I want everyone to walk in and find versatility, and leave with a memory, even if they don’t buy anything.”
As far as discovering The Shop by Jada in the first place, she attributes the boutique’s permanent presence at Holualoa’s First Friday events each month and in-store events like the Valentine’s Day-inspired “Galentine Sip & Shop” to the brand’s ability to connect with new customers. Opening a second location on Aliʻi Drive has also expanded the “beach to bar” brand’s reach.
“Ginger & Koi actually started in Kailua-Kona before moving up to Holualoa, so I knew the girls in town needed a location too. We sell more swimsuits down there, and more hats and denim in Holualoa,” says Jada. “Even though it’s growing, I’m staying true to my vision for The Shop by Jada: slow fashion, which means carrying ready-to-wear pieces that will be in your closet forever.”
Jada also stays true to her style, embracing the comfort of natural fibers, which are more breathable and ideal in West Hawaiʻi’s weather. “If you’re comfortable, you’re going to be confident,” she adds.
In addition to the Kona town location, Jada is working on strengthening the shop’s online presence and envisions opening another shop on an outer island. It’s all part of her dream of empowering her customers to find their own style, too, from Free People intimates and not-so-basic swimwear by Acacia, to her mother’s colorful necklaces made with tiny faceted gemstones and gold-filled findings. Jada also hopes to empower other women who dream of turning their side hustle into a full-blown career.
“If you find something that you really enjoy, it’s important to take a risk. Take a chance on it! Just don't fall into the trap of doing what others are doing. Stay true to the vision you have for your brand,” Jada advises. “For me, the best part of running my own business is the flexibility to always be there for my daughters. You have to work hard, but if you prioritize your own family and happiness, everything will fall into place.”
Learn more at ShopJada.co.
“The best part of running my own business is the flexibility to always be there for my daughters. You have to work hard, but if you prioritize your own family and happiness, everything will fall into place.” —Jada Holt