Blog 8: Our Boutiques Story & Online Launch

Five years ago, right after Covid, I started something that would become one of the most meaningful little dreams of my life: With Love From Hanalei Boutique.

At the time, my mom wanted me to come down and work with her in the office. I had been happily answering phones from home while my kids were little, but as they grew up, I felt ready for something new. I told her I would come in… but only if I could create a retail space inside the surf shop too. It was something that truly excited me, and I felt inspired to build something of my own.

After Covid, the store next door didn’t return, and we ended up taking over both spaces. We knocked down the wall in between, and suddenly there was enough room for my little dream to come to life.

We started small just a simple remodel and a cozy boutique corner inside the shop. Over time, we grew. We added a new roof and built dual porches outside, creating a more open, welcoming space. Little by little, we began building our own brands and bringing the shop to life.

We were also lucky enough to work with incredible artists and designers who helped update our logos and bring our vision into focus:

They are truly amazing, and I’m so grateful for their talent and support.

From there, I started curating and creating everything you see in the store today.

What has always mattered most to me is quality without ever compromising on what’s important and keeping things affordable. I pick every piece intentionally. Most of our items are made right here in Hawaiʻi, supporting local businesses and island artists. All of our jewelry is made on one of the islands, and I’m so proud of that.

I also carry a few brands that are ethically made by really good people. For example, our hair clips and sunglasses are made from bio-based materials like cotton, wood pulp, and real wood, which is pretty amazing. We offer reef-safe sunblocks in a variety of price points, along with tried-and-true favorites we all love like Anetik sun shirts and Avāsol sunscreen.

My goal has always been that when you come into the shop—whether you’re renting a board or heading out for a surf lesson you’ll also find beautiful, meaningful, high-quality items to remember your time here in Hanalei.

Over the years, I’ve carefully curated the boutique with pieces I truly love. I want it to feel thoughtfully layered like there’s always something new to notice, explore, and fall in love with.

I’ve also been so lucky to have the sweetest customers. Starting this store was honestly scary. I don’t have a college background. I’ve worked retail, I’ve been a waitress, I’ve done reservations for our family business… and in the beginning, I had a lot of self-doubt.

But what’s helped me more than anything are the kind comments, the encouragement, and especially the repeat customers who come back year after year to see what’s new. That support warms my heart and makes me feel so proud.

And now, one of the most exciting things yet…

This year, we switched over to Shopify and officially launched our online shop!

This has been a long time coming. For years, I’ve sold items through text messages, Instagram posts, and mailing packages out one by one and that has been really special.

But my hope is that our website will make it easier for people who:

Saw something in the shop and missed the chance to grab it
Are missing Hanalei and want a piece of it at home
And want to support a local business wherever they may be

We hope you enjoy the With Love From Hanalei website as much as we do!

Instructor Highlight

**Gregorina “Gigi” Férez**

Meet Gregorina Férez better known as **Gigi** one of the vibrant surf instructors sharing her stoke in Hanalei Bay, Kauai. Originally from Punta del Este, Uruguay, Gigi has been surfing for more than 18 years and brings a joyful, adventurous energy to every lesson.

Meet Gigi:

Age: 40
From: Punta del Este, Uruguay
Surfing for: Over 18 years
Spirit Animal: Spinner dolphin
Vibe in Three Words: Chill, playful, positive

Why She Loves Teaching Surf Lessons in Kauai

For Gigi, surfing is all about connection and freedom. Her favorite part of teaching is seeing the spark in each student’s eyes when they catch a wave the joy, confidence, and pure excitement that comes with it. Helping people experience that feeling is what keeps her passionate about being in the water every day.

Life Beyond the Lineup

When she’s not teaching, Gigi’s perfect day includes surfing long, crystal-clear waves, exploring nature on a hike, and finishing it all off with amazing food. One thing that surprises many people is that she’s Uruguayan her accent usually catches people off guard after the first conversation.

Local Wisdom & Inspiration

Gigi draws inspiration from world-class surfer Coco Ho and embraces Kauai for its raw beauty and adventure. Her advice for visitors is to enjoy everything the island offers while staying aware watch the ocean, check the swell and tides, be careful on slippery trails, and take in every moment safely.

What Kauai Means to Her

To Gigi, Kauai is simple: pure nature. It’s a place where surfing, exploration, and the ocean all come together. With Latin music often playing in her head while she paddles out, she moves through the water with the playful energy of her spirit animal the spinner dolphin.

Memorable Moments in the Ocean

After years of surfing, Gigi has had plenty of unforgettable sessions. Some of the most exciting moments come from watching professional surfers ride massive waves with calm confidence or pushing past her own limits, lying on her board with adrenaline pumping and deciding to go for it anyway.

Want to surf with Gigi? Book your next lesson with us by visiting the surf lessons page or click book a lesson at the top of your screen!

With Love From Hanalei