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Dec 19, 2018

Mahina Takes Root at South Shore Market

There's a feeling of comfort and relaxation that comes with rocking the right style at the beach.

Soft, stretchy fabrics simply feel better when you're sitting on your favorite beach towel, toes exploring the sand. And those playful little accessories, like sunglasses and a beach hat, are just as functional as they are fun. At Mahina, a new Ward Village boutique, you'll find this aesthetic is interwoven into the chic merchandise stocked on the shelves.

Located at South Shore Market—just steps from Honolulu's iconic Ala Moana Beach Park—Mahina has the lock on paradise wear. With 14 locations spread across the Islands, the opening of the brand's South Shore Market boutique marks their newest iteration. Specializing in beachy, day-to-day boutique styles of dresses, tops, and bottoms, Mahina has built a league of eager fans.

First launched in Pā'ia, Maui in 2006, co-owners Jody Curtin and Joe Wilmot wanted to create a boutique that continued to evolve with the latest beach styles. They also wanted to offer chic apparel at an affordable price point. With a mountain of hard work and creativity fueling their vision, their venture proved to be a hit, so much so that you can now find Mahina on all four main Hawaiian Islands.

At the brand's new South Shore Market storefront, which opened in October 2018, you'll find that a clean, light-hearted aesthetic sets the tone. The vibe is bright and airy, much like the pieces you'll find neatly hanging from the racks. Ask any of the brand's die-hard followers, and you'll quickly learn that Mahina is known for their fashion-forward sundresses, fitted-to-flowing tops and bottoms, subtle-yet-striking accessories, and a whole lot of aloha, all housed in a welcoming environment.

"Ward Village is up and coming and we love the community here," says Haley Enos, assistant manager at Mahina's South Shore Market boutique. "Everyone has been so kind and welcoming and it's a popular place to be. Mahina was founded by local entrepreneurs and we like to support local businesses as well and are happy to be a part of this community. Don't forget: we we always offer 10 percent off for kama'aina."

What's intriguing about Mahina is that each store gets a new shipment every week, special to that particular store. According to Haley, the vibe of the store actually changes from week to week, an exciting proposition for those who love to pick up the latest trend.

"We don't buy a lot of merchandise," says Joe Wilmot, Mahina's co-owner. "We buy just enough for a week or so, because we know that it'll all change the following week. Jody is always buying the freshest styles she can find."

To be sure, with an ever-rotating display of merchandise on tap, a shopping venture at Mahina offers a fun way to find for the perfect look—and feel—for every beach day.

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