UHM art grad' fashions' new business

Samantha Howard (left) talks to shoppers during a sale at Campus Center. Her clothing and jewelry company, Wings Hawai‘i, is popular among UHM students. Photo by Ashley Cobb

By Ashley Cobb

It's a Wednesday afternoon at Campus Center, and the women's restroom has been turned into a makeshift dressing room. Students are scurrying in and out, trying on dresses and tops and convincing each other to buy something. Others are gathered around the table outside, admiring the jewelry and clothing presented. One shopper looks up and asks, "You made all of this yourself?"

Samantha Howard smiles and nods. "Everything you see is handmade and one-of-a-kind," she says.

A woman emerges from the "dressing room" wearing a strapless dress, and Howard almost looks like a proud parent admiring her child. "That looks so great on you," she says, beaming.

The shopper smiles and pulls out her wallet.

The sale marks another success for Howard, who designs and makes all of the jewelry and clothing for her business, Wings Hawai‘i. She graduated from the University of Hawai‘i at Manoa in 2004 with a bachelor's degree in Studio Art, where she learned the basics of jewelry making.

Now a Maui resident, Howard occasionally returns to Oahu for sales at Campus Center.

Her jewelry-making career began in a sculpture class at UHM. "I really enjoyed the process, and I became intrigued with making things," she said.

During her years at UHM, Howard was a permanent fixture in the sculpture studio. "In addition to my assignments, I would also make jewelry on my own time, so I was always in that room. I would stay in there until four in the morning," she said.

After finishing her first silver necklaces, Howard took them to Los Angeles stores. To convince the owners to sell her pieces, Howard said she simply walked in, introduced herself and showed her work.  

Although Howard had no formal training in fashion, her clothing business was steadily growing. "I never took a fashion class at UH," Howard said. "I wanted a class in pattern-making, and instead the class was about how to market your clothing. At that point, I didn't really want to sell clothing at all." She laughed and continued, "Later that semester was when I started my first little clothing company."

Wings Hawai`i clothing "is all very island-inspired," Howard said. "It's beachy and comfortable and easy to wear."

Samantha Howard and Melody Torres (right) admire their "tablecloth dress" on a shopper. Photo by Ashley Cobb

Howard screenprints her own designs-surfer girls, mermaids, butterfly wings and sea turtles-onto tank tops, hoodies, shorts, underwear sets and yoga pants. Her signature jewelry pieces are sterling silver butterfly wings handcrafted into necklaces, rings and bracelets. Others are made from coconut wood, starfish and puka shells she found on the beach.

Howard also designs and sews shirts and dresses using unique materials-one of the first shirts she ever made was from her mother's old shower curtain. "I'm really into using all sorts of vintage attributes, whether it's a napkin, sheet, pillow case or tablecloth," she said.

Although Howard has no business background, she said, "I've always been a good salesperson." Word of mouth is her main form of advertising. "I told my girlfriends to wear the shirts around," she said. "And when someone complimented them, they would tell them who I was."

On starting her own business, Howard said: "It wasn't necessarily a conscious decision to do it. It's something I've always been doing. When I was a little girl, I would have a lemonade stand, but I'd sell lemonade and jewelry. And in junior high, my friends and I would make hemp jewelry. In high school, I made my homecoming dress. And then I started making and selling shirts in college. So, it's nothing new, but at the same time, it's on a whole other level."

Melody Torres, a 2003 UHM graduate with a bachelor's degree in Ethnic Studies, recently became Howard's business partner and salesperson. Howard said, "You can't do it all by yourself, and that's something I've been slowly learning, from reading business journals to experiencing difficulties in trying to get things done on time."

Howard said of Torres: "Her financial support is helpful, but most of all, her interest and belief in what I'm doing is super positive. And she's an excellent salesperson."

Samantha and Melody chat before the busy "lunch rush" at Campus Center. Photo by Ashley Cobb

The two friends and business partners remain optimistic for the future of Wings Hawai`i. "I have high hopes," Howard said. "I would love for my stuff to be featured in magazines and seen on celebrities-what all jewelry designers want."

Howard currently works part time at a coffee shop in Pa`ia, which she says she enjoys, but looks forward to the day when she can focus on Wings Hawai`i full time.

Howard said, "Somebody said to me, 'So, you realize you're going to have to make clothing and jewelry every day for the rest of your life?' And I was like, 'Yeah, that sounds like a good thing! If I never have to pour another cup of coffee again, you won't hear me complaining.'"

Wings Hawai`i can be found in several boutiques in Los Angeles and Maui, and on O`ahu during monthly sales at Campus Center. Howard said she will soon have an online store at www.wingshawaii.com.