Blogs by Allison

I've always considered myself a "small brand" with dreams of being a bigger one and it's a mindset that I struggle with daily. I even told myself not to use the phrase, "small brand" to describe the business anymore (even if it's just a rule I hold only in my head). The other way I tend to describe my business is to call it a "local brand", describing the fact that most of our operations are based in Hawaii (the place I was born and raised). I have a deep sense of pride being able to do this. But one fact is true, it's expensive to grow a business here in Hawaii. And one of the big reasons is shipping costs. It's something none of us can overcome as it's just part of living on a beautiful island in the middle of the Pacific Ocean. And when I started to focus on growing our customer base to other women throughout the U.S., we quickly saw the percentages of Hawaii-based customers vs mainland customers shift. This came as a surprise to the team and I. And with the shift, a new set of challenges arose and one that we can't ignore anymore is shipping . . . again. We take the biggest hit when everything is done, ready to sell, and we need to get it in our hands from our California factories to Hawaii – I know, it's painful. The second shipping cost is from finding a large enough space to hold the clothing in Hawaii where we can organize, pack, and fulfill all your orders. And then the third comes from the shipping costs a large portion of you have to endured to get your order to your doorstep. Those who pay the most are on the continental U.S. because now we're shipping everything from Hawaii back to the mainland. And many of you have commented on the high cost of shipping - so much so that it became a bigger issue that needed to be addressed. It's been a thought that I've been wrestling with for over a year now. And after talking to numerous fulfillment centers, I've finally found one that I feel like I can trust and who'll take care of fulfilling your orders with as much care and concern as we do. Don't worry - we'll still be on the other side of the line for your emails, direct messages and phone calls. And as we sit in meetings to discuss these changes, I promise to keep you in the loop as much as possible. My team and I have considered all of it, even the fact that our Hawaii customers may now have to pay more in shipping. But don't fear, we're working through a possibility of taking a bit of a "hit" on the shipping from our new mainland facility to Hawaii, and offering a flat rate to our long time Hawaii friends. I know that it's through your support and kindness that we get to do this job everyday! So I ask for your help one more time . . . This week, we're doing a "Clear the Warehouse Sale" – as we attempt to let go of as much inventory as we can. This is to avoid having to pay shipping one more time to get the older inventory back to the mainland to be warehoused. We ask that you help us "lighten our load" by buying what you've had your eye on for a while or getting that second pair of pants you love. This may be the last time you see these sale styles, in these colors. Thank you ahead of time for your support and for being here as I battle challenges of running this business. So many changes and each one is not made lightly. I see it all as a win-win situation . . . with gratitude, Allison

Part 2 I recently got back from a seminar our E-commerce coaches held in California. The best part about it was being around other entrepreneurs, makers, and creatives. During some down time in my hotel room, it hit me: "being from Hawaii" is my superpower. I used to think it was a hurdle to overcome. Cause to run a business in Hawaii is to consciously choose to run it from one of the most expensive places in the US. It's not the most logical, financially beneficial decision to make as a business owner. The cost to live here, the cost of retail or commercial space, the ridiculous cost to ship goods in and out — crazy! But living here isn't about crunching the numbers and finding a more cost-effective decision — it's a non-negotiable for me. The mana, the energy of the people, the special place we have the opportunity to live in — this is the superpower. What I realized about myself and this newfound superpower is that we live the true meaning of Aloha through and through. It's in the small things — letting someone into your lane, throwing a shaka to say thanks, opening a door for someone at Zippy's, or smiling at a stranger as you pass them on the street. It's talking story with neighbors and giving extra bananas from your tree. Even listing it right here and now doesn't quite begin to scratch the surface of what the aloha spirit means — but it's felt... you get it, I know you understand. It took being in a room with so many entrepreneurs from other parts of the U.S. for me to realize that being from Hawaii makes me unique in the stories I can tell. It's given me a depth of spirit and culture I can't explain to anyone — you just know... (my pidgin comes out from time to time, lol). The deep care we have for one another, the way we expand our ohana to include more than just blood relatives — it's the deep respect for not only this land, but the people and the spirit that lives here. That was my realization and why being Made in Hawaii means so much more to me than where the actual garment was sewn. It's the energy, the intention and love we put into every design, every color choice and print, every email, every story, every post or video — this is what weaves us to this place and gives us our unique identity. We don't make decisions because of the bottom line, because of some P&L spreadsheet — we do it because it's the right thing to do. To offer high-quality fabrics, to source the best craftspeople to sew your garments, and to reasonably price our pieces so we can offer them to more people while still maintaining the business. It's because I see each of you as part of my ohana, because you have helped to malama me in ways I feel deeply every day. The love you share with me, the support, the quiet championing of me, this brand, this team. The way you show up for us every time we need you, and the way your love is felt in every purchase, every email — we feel it deeply, and we are humbled by it. This is why I chose to come back here to start my career and business. This is the place I'm grateful I can raise my children and run this business, because I knew you — this community — would send so much love and aloha to us. So thank you... it is felt, it surrounds me every day from my small office on Oahu. We could not do this without you!  -Allison

While there is intention behind each collection — colors, designs, outfits — I don't always get to plan ahead about the meaning behind each collection and when it’ll be launched. In this case, the styles we had planned to come out in August faced some delays with the factory and shipping too. And we’re launching it much later than expected. So the alignment of this collection's drop with this week's lunar eclipse is interesting, and it's given me a moment to pause and observe a bit more. This collection was initially meant to be a sort of palette cleanser—going back to basics, less color, more intentional about outfit pairing and styling, plus a couple of new designs. I wanted the silhouettes to speak for themselves, especially with two new pieces launching: a new top, Rebecca, and a new pant, Rowan. And I went out on a limb with this collection and pushed to launch a darker charcoal fabric (which in the past never really did well, so my team pushed back on it during planning meetings), but I insisted, because it was personally something I wanted in my closet, and something I thought could be so sophisticated for all of us to wear. In moments like that, where I feel pulled to stand my ground, I usually try to be “reasonable” and “give in.” Because I don’t like being an unreasonable person and all the past analytics told us this color is a “bad idea.” But something pulled me . . . and this feeling of being pulled, I now realize, is my intuition.  And this eclipse season has spotlighted my conditioning to be the “good girl,” to go along with the group, the overall reasoning, being rational. Most people would say it’s the smart thing to do - list to the group, to the data . . . so it feels uncomfortable for me to push back against the things that my mind categorizes as reasonable.  I’ve been working with something called Human Design - it’s basically astrology on steroids, and it has recently helped me start to own my true self over my conditioned self. And the reason I bring up Human Design is that I’m a Manifestor and my authority is Splenic (basically being ruled by my intuition). Even though I’ve known for a while that my authority is my intuition, only recently have I given myself the “permission” to live in this way.  This decision to choose the Dark Heather Charcoal fabric was one of the small but powerful decisions I’ve recently made to own my authority. I realize running a business means I need to listen to analytics, my team of experts, and my customers - but this eclipse season is also asking me to not just listen to my intuition, but to act on it, to be pulled by it. This collection is one of the first where I went with something that felt uncomfortable, a little unreasonable and even now, as we launch it, I still stand firm in my decision to choose these colors, these fabrics, these designs. I think the point of life is to listen to that inner voice and have the courage to see where it leads you. I'm calling this collection The August Reset — because that's what this really is. Not just new styles, but a reset closer to my true self, the one underneath all the conditioning to be reasonable, to go along with the group. After our last two collections Into the Garden and Infinite Bloom, this one is asking me to root before I can bloom again. Grounded in what I actually wanted — I hope it gives you permission to reset toward whatever feels true for you too. -Allison 

Part 1 When I decided to close our Showroom in Manoa a couple of years ago, I signed myself up to be a part of an E-commerce coaching platform. It's been one of the best decisions I've made for my business and has given me a new perspective on what I can do with and through this business. Being a 4th generation Japanese girl who was born and raised in Hawaii, I have a deep respect for the local culture and it's embedded into my soul. I never really knew how magical this place is until I decided to go away for college. As I packed up my bag and landed in NYC, I thought I would never return to Hawaii — I pictured myself in the fast-paced city of New York, wearing all black, stomping in my boots across 7th Avenue, then drinking cosmos at night with my fabulous friends in Soho (for all my SATC girlies out there!) But was I spent more time living there, I realized I was so homesick. As much as I loved the fast pace and amazing fashion the city had to offer, I missed the culture of Hawaii — the people, the food, and the overall heartbeat of what makes this place so special. Even if you asked me today, I can't point to one specific thing — it's the energy, it's the vibe... nothing beats living in Hawaii. It's the ideal place to live, but not the most ideal place to run a business. As an entrepreneur, I've had my fair share of difficult learning moments where I needed to be honest with myself, make hard decisions, and do the "right thing" for the brand, even though it pained me to do it. The first thing was moving my manufacturing from Hawaii to California. I'm a maker deep within my heart — I loved visiting the local factories and picking up and dropping off bolts of fabric to the cutter — but it didn't make any sense for the business as I grew. Quality started to slip, capacity was limited, deadlines were delayed, and our seamstresses were getting older and retiring. I couldn't see a situation where this got better for me or the brand. This change made me feel less like a Hawaii brand, and it affected me more than I allowed myself to realize. And then I chose to close my Showroom, something I struggled with for a long time. My one physical connection point to you needed to be closed. The cost of a retail space, along with the rising cost of staffing, became too much to bear — at the end of the day, we weren't making a profit, struggling to make ends meet. And BOOM — my second connection point to Hawaii was gone . . .  Now, as I make the decision to move our fulfillment (where we pack and ship our orders) out of Hawaii — blame it on the ridiculously high cost to ship goods from California — another connection point to my home will be sadly taken away from me and the team. But through all of this sadness, I had one clear moment of gratitude, my light at the end of the tunnel: myself, the team, and the heart of the business still remain here on Oahu. And I don't see that changing in the near future. I returned to Hawaii to give myself the opportunity to live in this beautiful and magical place — to raise my kids here, for them to be surrounded by this culture, this beauty, and their friends and family. And when I look back at what I've been able to build here with this talented team, it's allowed me to see that we've built a community of amazing women who not only support us — you champion for us. It's because of your love, your energy and your aloha spirit that I've been given the ability, along with the team, to live our dreams. This feeling, the mana (spiritual power) that surrounds me every day, is what allows me to continue in my darkest moments — from you and every single person who lives within these islands, keeping me supported every day. So I hope you understand that this brand, this team, and I are still deeply rooted in honoring this place that has supported and raised us all these years. It is because of our deep respect for Hawaii that we will continue to honor what the aloha spirit truly means. Thank you for supporting Allison Izu, thank you for supporting local, and for allowing makers like myself the opportunity to share our stories with you. Sending you lots of love, aloha, and light from all of us here... Mahalo — Allison

What started as nerves over a necessary change turned into an outpouring of support that caught the whole team off guard — in the best way. That response has created a new kind of challenge, one Allison's genuinely happy to have. She talks about what's coming next, why she's more excited than ever about where things are headed, and how the community's trust keeps reminding her why she started this in the first place. Shop styles available for Pre-Sale

Allison opens up about a recent shift in mindset around goals and self-belief. Watching other women succeed has always felt inspiring, but she realized her own business goals were being set from that same admiration for others, rather than a real conviction in her own ability to get there. A recent seminar helped her name the real issue: not a lack of ambition, but a lack of faith in herself. Moving forward means turning that belief inward instead of projecting it onto others.

I technically didn't go to school for what I’m doing now . . . it wasn't what I had initially planned when I decided to apply for design school. Being a “small town” girl growing up in Hawaii, when I thought of fashion I was transported to handmade wedding gowns and couture ateliers of Paris - this is what I envisioned when I decided I wanted to be a fashion designer.  It was way before the TV show, Project Runway. Fashion design was such an unrealistic profession that when I finally graduated, people at home would ask if I could ‘hem their pants’ because all they knew about fashion was sewing. I don't know why I chose Design Studio or couture to focus my studies on, maybe it was the dream of becoming a wedding dress designer, or maybe it was the connection to my upbringing and ancestry - always being at arm’s length to the silk kimonos that my aunty kept wrapped in tissue and stored in boxes. And when we finally could touch them, I remember being in awe of the silk and the hand stitching (that you could never really see), the way they could use a thicker fabric inside to make the collar stand straight, but the silk was thin and almost see through. The idea of being able to take something one-dimensional like fabric and force it into different shapes fascinated me. The reason I’m telling you this story is because I was technically trained to work in a couture house. The word couture is a French word meaning “dressmaking” or “sewing”. It refers to the design, creation, and sale of custom-made, high-end, and exclusive fashion that is meticulously crafted by hand for a specific client.  At school, we were assigned a fit model at the beginning of the year, and every lesson, every technical skill we learned was to be used to make a high-end, custom garment for a specific person. I realize now that my gift lies in being able to use all of the technical skills I’ve been taught - on how to use darts, seams, pleats and gathers to shape a flat one-dimensional fabric into pieces that flatter the body. I didn't learn how to mass produce garments, I learned how to use fabric to obtain a specific end result, no matter the cost, time, or effort. And that is what I do today, not just for one specific person and not in a high-end exclusive way. I think my purpose was to take my fascination with fabric, my technical skills and my experiences as an aging woman - to make customized garments for more women. Something that is reserved for a specific group of people, I wanted to make it accessible to women without the unlimited bank account. I know some of you would still say that our prices are “expensive” but if you could understand the level of consideration, thought, time and craftsmanship that is put into each piece, you’d be able to see its immense value. From my discerning taste (pickiness) for quality fabrics, to my creating patterns and shapes that are needed - no shortcuts or compromises. If the style needs a wider armhole, it's an intentional choice (even though it may cost more to make). We know that each choice in our patterns is deliberate and needed. And for years, as an entrepreneur - I’ve avoided raising our prices, absorbing the rising cost of fabric, shipping and manufacturing. As we have worked to expand our reach, we have come to the realization that we do not currently make a profit - something I can no longer overlook. It was a priority of mine to offer high quality garments at an affordable price and we have worked for years to protect this price point.So the time has come for us to make a meaningful choice — to raise our prices so we can keep the intention of our brand - high quality fabrics, intentional design, meaningful design choices and quality craftsmanship (we still make our garments in the USA). With that being said, we wanted to offer you the last of our current styles at their current pricing - some styles have been additionally marked down. As we move to increase our pricing it comes with other benefits as well - more custom colors, more custom prints, and hopefully being able to expand our product offering, to carry more styles at one time. We’re constantly working to find better fabric partners, better factories and more opportunities to continue to offer you the highest quality garment for the most comparable price.  As a team, it’s our mission to offer styles that feel like they were made just for you — even though you're not able to step into a Paris atelier.  That is my hope, that is my dream, I thank you for your continued support of me, this team and this brand.  

I've recently been re-reading old spiritual books from years ago, and as I'm flipping through the pages, it's as if I'm reading them for the first time. At first, I was a little annoyed at myself — did I not retain any of the information I'd previously read? But then I realized: I'm a totally different person than I was when I first read these books, and so it is like they're new to me. The parts I'm now finding most meaningful, I may have overlooked or skimmed right past years before. And through this process, I realized I needed to pause and listen to the self-talk that goes on in my head. What I used to think of as a "motivating voice" now has a flavor of being rude and overbearing — as if this voice has been pushing me toward the goal rather than guiding me through it. And although it used to feel motivating, it's now something I don't want to participate in. Because it's not always about reaching the goal — in this case, finishing the book. It's more about going through the complete process of learning and growing. My mind, my outlook, and my perception of life are ever-changing. It's like I’m circling the same lesson — or the same book — multiple times. And now I’m finally able to accept that as part of my fate. And now I’m also working on reframing what it means to circle a lesson. My old motivating voice would still ask, "why can't you circle the lesson faster?" — and so I needed to shift toward something else entirely. And then it came to me: blooming. We wouldn't ask a flower to bloom faster. We wouldn't force a plant to go from bud to full bloom on our timeline — we accept every beautiful part of the process. If I could see my own learning as an act of blooming, I could find more patience and grace within it. Every morning, I take time to look at this plant outside my window that has these little white flowers on it. I find myself pausing to see where it is in its process, not asking it “why haven’t you bloomed already?” That quiet, beautiful observation is what this collection is all about. Accepting that we, as humans, are always in the process of blooming. Sometimes we’re in the quiet dormant phase. Sometimes we’re the bud, waiting ever so patiently. And then there is the bloom itself. But every part of the process is necessary and shouldn't be rushed. This concept gave me permission to accept that while I’m living this life, I hope to be infinitely blooming — and I hope you’ll be too. It's not about being a certain age or a certain size. It's not about looking at the plant next to you and comparing the color of your flowers, or body, or the stage of life you're in. It's about accepting the moment in front of you and living it fully. I have no control over how long each of my stages lasts. No control over the size of the bloom or the color. But if I allow myself to enjoy the process and simply be — maybe the whole complete journey can be joyful. And perhaps that’s what presence is all about: to welcome each moment, each step, as necessary. This collection was inspired by so many things. But the one thing I hope you carry with you is this — the hope that we may all appreciate and accept every part of our Infinite Bloom.  

Every year, Amazon Prime Day rolls around and this year it's arriving a little earlier than usual — and honestly, it got me thinking. Not about competing. Not about discounts or deals or trying to out-Amazon Amazon. But about why we do what we do, and the people who make it possible. I wouldn't say I'm "anti-Amazon" — in this day and age, it's hard to survive without the creature comforts of Amazon Prime (not to mention Prime Video — how else will Olive and I find out what happens next in The Summer I Turned Pretty? LOL!) And I did try to "give up" Amazon Prime for a year, only to realize I still needed to ship our poly mailers and tissue paper from Amazon. But I will say — I am a supporter of small business, and that stance isn't “anti” anything. It's more pro-small business. I ventured out as a small business entrepreneur over 25 years ago, and Allison Izu wasn't the first company I started. I went from creating a bespoke wedding dress company, to a surf brand, to a vintage clothing company — until I finally had the experience and the bravery to start my dream label: Allison Izu. Through all of those brands, it’s always been the customers who made it their purpose to support small businesses that allowed me to succeed. From countless craft fairs where only a handful of people would stop by, to eventually doing enough of them that people started to notice and seek me out. I can't describe the feeling of accomplishment when that started to happen. It still catches me off guard — in the best way — when someone recognizes me at the market or the mall and tells me how much they love the clothing. It's because of people like you, who choose to support small, that I'm able to dream the big dream. Saying "thank you" kinda pales in comparison to everything you've given to brands like mine — but it still needs to be said. THANK YOU. When I think about my journey, it's your faces that bring me the most joy and the deepest sense of gratitude. Whether you've been here from the very beginning or just found us yesterday — the appreciation runs deep.  So, as a small business navigating Prime Deals week, I just want to say: thank you for choosing to support small — whether that's shopping with Allison Izu, supporting your local bookstore or picking up fruit at the farmers market. I know it takes time out of your busy day, and sometimes a little extra money, to shop small. But I can honestly say the owners and the people behind these businesses feel it. Every single time. Wholeheartedly. With love + light,Allison PS: we're celebrating the season with our Summer Savings event, dropping soon. New markdowns, a little extra off, and a chance to shop in a way that feels good. We hope it does.