LEI MAMO HOWELL OF MAMO HOWELL,INC.
A former Waikiki hula dancer and noted fashion model, Mamo Howell made a decision to start her own business at an age when others might begin to plan toward retirement. She has combined her island heritage with an international style consciousness and, learning management through “trial and error,” she became the owner of a sound local designing, manufacturing and retailing firm.
Mamo’s emergence into the business community has been a determined one. Committed to creating and marketing an original, quality product, Mamo has had to overcome the stereotypical ideas about “hula dancers,” “models” and even “women.” Many did not recognize that being a successful dancer and model takes more than talent and good looks. It took her hard work, great sacrifices and the business ingenuity to promote herself and Hawaiians. She has marketed her looks and ability to great heights as well as marketing her business to the highest sense of style and prestige.
To truly appreciate Mamo’s success one must look at how far she has come. Today we see a refined, sophisticated businesswoman, though her beginnings were humble. The following resume serves to introduce Mamo Howell, savvy businesswoman and creative innovator of Hawaiian resort wear
HULA
Mamo’s hula career started at about 3 years of age. She learned the hula under the tutelage of Aunty Lou Beamer and as a consequence became closely associated with the Beamer family. She can recall at one time as a child dancing for Princess Kawananakoa at her residence on Pensacola Street. After moving back to Honolulu when she was in high school, she studied and danced for Aunty Lena Guerrero, Alice Keawekane, and Henry Pa, all famous Kumu Hula (hula instructor) of Hawai’i. Mamo danced hula for her own enjoyment but mainly to support her family. During the war years Mamo danced with several USO groups entertaining at nearly all the military bases on the islands as well as several notable residences like Washington Place. Mamo continued her work as a dancer in Waikiki and soon became a headliner in the prominent clubs and the entertainment spots in Honolulu…Royal Hawaiian Hotel, Kahala Hilton, old Lau Yee Chai, Halekulani, and Don the Beachcomber just to name a few.
MODELING
Mamo’s exposure to the fashion industry came via the modeling ramp. Top international couturiers (designers) – Nettie Rosenstein, Christian Dior, Luiz Estevez – whisked Mamo off to New York, L.A. and Europe, headlining her as an exotic Hawaiian girl in both their designs and on the ramp. She concluded her modeling career in Honolulu, modeling for many establishments particularly Carol & Mary, an association that would benefit her even after her modeling career came to a close.
With the knowledge that she gleaned from the top couturier houses in America and Europe, Mamo then turned to her cultural roots and became a designer and manufacturer of high fashion clothing featuring Hawaiian motifs.
DESIGNING/MANUFACTURING
Incorporating in 1978, Mamo began marketing a baby blanket that she designed. For 3 years this was the sole product of her one-man company. Wanting to expand her business, Mamo decided to make larger blankets called “Kihei pili.” Mamo’s grandmother and other were quilters and this is where Mamo found her inspiration. She decided to incorporate the designs of these Hawaiian quilts into textile art. The result was a bold, distinctive look. Excited about finally creating something new and unique, Mamo set out to market her new blankets.
At first the market was not receptive to this new product. However, she truly believed in her product and decided to use the screen prints on dresses. She started with just 2 styles and 2 prints. Again the reception from store buyers was cool but still reserved. This was the first time anyone had seen quilt patters on clothing. Mamo persevered and continued to make sales calls to almost every store in Hawai’i. Finally a few stores decided to give her unique designs a chance, one of those being Carol & Mary. Thus began her manufacturing and designing career.
In 1988, Mamo built her own factory located on the Ward Estate Properties. In the company’s previous years all of her employees worked out of a room built onto the back of her Kahala home. Now they enjoy a large factory complete with an office and showroom. Also, in August of 1988 Mamo opened the doors to her gorgeous, 1,800 square foot retail store at the Ward Warehouse.
Mamo is and has been one of Hawai’i’s best and most prolific designers for the past 25 years. Her company presently has over 80 women’s styles as well as men’s and children’s clothing available on the market. Mamo Howell, Inc., continues to pioneer the market with a new and different contemporary look.
COMMUNITY SERVICE
Mamo’s contributions to the community do not take the conventional form nor do they reap her much personal recognition. She has helped many island musicians by sponsoring their uniforms. As a former entertainer Mamo appreciates the importance of costumes and feels that by donating these gifts she is helping, in her small way, to perpetuate the Hawaiian culture.
Mamo is also a proud sponsor of the Miss Hawai’i Scholarship pageant and has been for over 10 years. She has also sat on their elite panel of judges. Mamo’s dresses have been seen on contestants such as Leslie Lam, the crowned Mrs. Hawaii 2000, Angela Perez Baraquio, crowned Miss America 2000, and Miss America 1992, Carolyn Suzanne Sapp.
Another form of community service that is not often recognized is Mamo’s commitment to promote Hawai’i and all things Hawaiian. Mamo has perpetuated the Hawaiian culture since her hula-dancing days. Today she reminds the community of a beautiful art long taken for granted and has incorporated them into a highly marketable product. Mamo has demonstrated that Hawaiians are able to take something unique of their culture, like the art of Hawaiian quilt making, and market that with world-wide appeal, something of which they can be truly proud of.