Pacific Entrepreneur Celebrates Milestone with Pop-Up Store in Auckland

After many long nights and tears, Pacific business owner Noeleen Tuala is celebrating her company’s second anniversary alongside the launch of a pop-up store in Auckland. The decision to open a kiosk at Westfield Manukau was both personal and deliberate, showcasing Pasifika designs to a large population of Pasifika people in south Auckland.

The Story Behind PELE

Tuala, who opened the store at the end of November, described the experience as surreal. “It feels so good to be here,” she said. “I’ve had so many people come in after seeing us on social media, buying products, and showing their support – it’s exciting to see their reaction.”

The business began with a personal quest to find a better blanket for her grandson. Tuala found it hard to find quality Pasifika designed items for her grandbabies, which led her to create PELE. “I actually went looking for a blanket or a minky… and there was nothing in New Zealand,” she recalled.

A Significant Step Forward

Ōtara-Papatoetoe Local Board chairperson Apulu Reece Autagavaia said the opening of Pele was a significant step forward in supporting Pacific entrepreneurs. “Pacific entrepreneurs are often overlooked, but showcasing successful businesses in prominent spaces like Westfield could change that,” he hoped.

Autagavaia also pointed to a report by Tātaki Auckland Unlimited: Glimpses into Tāmaki Makaurau Auckland’s Pacific Economic Future, which underscored the importance of Pacific success in Auckland’s economy and called for increased visibility of Pacific businesses in high-traffic areas. “If we support these businesses, maybe other centres will see the value and open more spaces for Pacific enterprises,” he said.

Tuala’s Message

Manurewa-born Tuala viewed her success as an example for others to follow, and said she would not be here without her village. There are a lot of hard moments – long nights, tears, and hits to your mental health – but it’s also important to look after yourself.

Tuala’s “why” has always been about her family, but she realized it was much bigger than that – she wants to represent her people and show them that they can do this too. Being a Pacific business owner has challenged and motivated her. “It’s just nice to be able to stand in our authenticity – being Pasifika – and make our parents proud, as well as those who came before us and those who come after us,” she said.

Conclusion

For the next five weeks, Tuala will remain at Westfield Manukau before deciding whether to sign a longer lease. Her pop-up store is not only celebrating her business’s success but also highlighting the importance of Pacific-owned businesses in mainstream retail. As Apulu put it, “If we support these businesses, maybe other centres will see the value and open more spaces for Pacific enterprises.”