Joelle Holland - Owner of Hawaiiki Pepi
Joelle Holland is the owner of Hawaiiki Pēpi. She started her business 18 months ago with the mission of wrapping the next generation of Māori tamariki in their culture. Using her first home savings, Joelle managed to get her dream off the ground by creating the Niho Blanket. Now, her baby products are stocked all over the country!
Growing up in kōhanga reo and kura kaupapa Māori, Joelle felt immersed in te reo and tikanga Māori. She held knowledge and values that made her sure of where she came from. Even when Joelle was uncertain about where she wanted to go next, she knew where she needed to return to. That starting point framed the culturally centred lens that led her to establishing Hawaiiki Pēpi.
“I feel sparkly because I’m Māori.”
- Joelle Holland
After working in the Navy as a stores accountant for two years following her final year at Manurewa High School, Joelle began contemplating a homecoming. She was craving a deeper connection to everyday tikanga such as karakia, waiata and kapa haka. In hindsight, Joelle realised that the sense of purpose and belonging that she gained from being rooted in her culture was something she took for granted during her teenage years. In an effort to give back to the community that raised her, Joelle took up a teacher aide position at a kura kaupapa Māori where her mother taught Māori language. Soon after this, she enrolled in a Te Aho Tātairangi: Bachelor of Teaching and Learning Kura Kaupapa Māori at Massey University.
When Joelle was studying to become a primary teacher in Māori-medium schools, she became pregnant with her first child, Ivy-āio . 16 months later she welcomed her second pēpi, Ryda Hawaiiki. Subsequently, Joelle started thinking about how she could spend as much time as possible with her babies, while continuing to nurture Māori language and culture beyond her own whare. Then Hawaiiki Pēpi was born!
With no experience in business, Joelle incorporated a company, designed stunning products and sold them from the North Island to the South. Courageously, she embarked on serious challenges before she was “qualified” to do so. Joelle’s expertise came through trial and error, and she surprised herself at every turn.
Joelle’s products offer māmā, pēpi and whānau meaningful opportunities to connect with te ao Māori. Thus, her blankets serve as powerful reminders of home no matter where a customer might be on their identity journey. Joelle hopes that people will see themselves in the whakapapa that is woven into these elegant keepsakes, and feel proud to be Māori.
Today, Joelle’s taonga are stocked by local retailers such as Celebrate Aotearoa, InnoNative and Konei. Her success has affirmed her belief that “Being Māori is a superpower.” With her family on her team, her ancestors on her shoulders and her community inspiring her to keep striving, Joelle is set to land in the stars.
Joelle’s message to aspiring leaders is this:
“Take up space. Speak up - even in rooms where you are a minority. Put yourself forward for opportunities. You deserve to be heard, seen and successful. Your knowledge and identity are sacred, divine gifts.”