MICHAEL DARDEN / WEST HAWAII TODAY
Marissa Lucena models swimwear from Pualani Hawaii Swimwear, created by Iwalani Isbell.
Surfer’s business
does swimminglyIwalani Isbell designs functional
swimwear, based on experience
KAILUA-KONA >> What better person to design active swimwear for women than someone who has spent her entire life in and around the ocean?
Iwalani Isbell, who used to spend time riding big waves or doing stunts for TV and movies, now spends most of her time tending to Pualani Hawaii Swimwear, a line she created that is quickly gaining popularity.
The Big Island native has been in business only a year and a half, but her products, which include one- and two-piece swimsuits, board shorts and yoga pants, are already top sellers at surf shops in Hawaii, and are now appearing in Florida.
In addition, Pualani Swim-wear, based in Honolulu, supplies custom suits to members of the Outrigger, North Shore and Waikiki Beach Boys Canoe Clubs, and Dolphin Quest dolphin interaction centers.
Key to her success, Isbell said, is the sexy yet functional quality of her line.
"I've paddled and surfed, so I know what women need," she said.
Isbell said she personally tests her creations.
"Believe it or not that isn't something everyone does," she said. "I know that because one of my friends is a model with another company, and she's telling me her things are always falling out of their suits."
In order to retain exclusivity, Isbell hand picks and imports fabrics from Italy and Spain and exports the material to Colombia, where industrial sewing machines are used in the manufacturing process.
"It's more expensive because it has to go through customs twice," Isbell said. "But I have to do that to get the quality I want."
Isbell also said she uses four-way stretch fabrics -- essential for keeping swimwear in place -- and lines the insides with lingerie from Italy. "It feels like you are just wearing underwear," she said.
Testimony to the quality of Pualani Swimwear is the fact that her competitors recently made a trip to Hawaii to purchase samples of her wares.
"I was blown away when I heard they bought my stuff to create their new lines," Isbell said. "But it's a compliment, and they won't have my quality or prints, so I'm not worried about it."
Isbell said one of her satisfied customers is Dolphin Quest, which had been replacing suits for trainers every four months. "They're used to having them shredded in four months, but ours look as good now as they did six months ago. They're beyond pleased with us."
Despite her mercurial rise, Isbell said she is not surprised by the success. "I was a rep for big name companies for eight years, and I did well, but I just knew there was a niche to fill here in Hawaii."
