In style

WAIMEA — Ladies looking for the latest fashion trends need not venture much further than the center of town.

Jody Curtin and Joe Wilmot, owners of the recently opened Mahina boutique at Parker Ranch Center, describe their clothing line as “soft, breezy sundresses, wearable tops and subtle-yet-striking accessories.”

And it’s a breath of fresh air for Waimea.

What sets Mahina apart from other popular stores in the region are their reasonable prices. The owners say they don’t use gimmicks — such as constant sales or specials — and offer a 10 percent discount to kamaaina and military shoppers.

“We just charge a price that we think is fair for customers while allowing us a reasonable profit. Everybody wins,” Wilmot said.

They aren’t new to the retail world. The Waimea location, which opened in late July, is their 10th women’s clothing store in the state. Two more are scheduled to open before the end of the year.

Curtin first entered the retail realm in 1996 when she purchased a boutique in Paia on Maui and turned it into Lotus Moon. Ten years later the couple opened their first Mahina store right next door.

“Neither of us had any experience in fashion back then, but we both enjoyed designs of all kinds,” Wilcot said.

They opened their first Mahina shop on the Big Island three years ago in Queens’ MarketPlace and decided it was time to open a second store in North Hawaii after driving through Waimea last year on their way to Hilo.

“We thought it would be a good opportunity to experiment with an upcountry Hawaiian town,” Curtin said. “Cara Fujishige, who manages the Waikoloa store also, lives there and gave us good feedback. It’s helpful having more than one store on each island so we always knew we’d open a second.”

Most of the Mahina clothing line and accessories are private label. The collection ranges from colorful tops, shorts, pants and skirts to sundresses, lingerie, shoes and accessories. Shipments come in weekly, and new items are put out daily.

“We call our clothing line ‘beach town chic.’ It’s not resort clothing or surf clothing but something in between,” Curtin said. “Because this is our first upcountry store, we’re offering lightweight sweaters and stylish hoodies too.”

She is the lead buyer for the all of the stores.

“I’m inspired by all of the beach towns throughout Hawaii. I think we’re a melting pot. I love hanging out and watching people to see what they wear,” Curtin said.

She also listens to requests from customers, and suggestions from store managers and employees on specific clothing items or styles to carry. Curtin says this allows each store to be customized to the specific needs and wishes of its clientele. “Items vary slightly from shop to shop,” Fujishige said. “In Waimea, there’s a bigger selection of denim, layers, light long-sleeved tunics and beanies.”

Stylish braceletes are also sold there — a fashion trend that started several years ago.

“I always look at how clothes feel,” Curtin said. “Style should always come first, and fortunately many items we carry are both comfortable and stylish.”

Nearly 95 percent of what she wears is Mahina brand.

Plans to open two new stores in Hawaii are now in the works: one in Ko Olina on Oahu and the other in Kapaa in Kauai.

“Jody and I visit all the stores as often as we can and usually make time to poke around and look for new places,” Wilmot said. “We always said we’d want to open stores in places where we’d enjoy hanging out. You can’t go wrong in the state of Hawaii.”

Info: 498-0511 or shopmahina.com