Hāmiora, a company offering customized ukuleles, was started by Sam Mangakahia, a senior from Australia studying graphic design. Mangakahia hand carves designs on the instruments for customers to pass on stories for future generations. Other ukulelists commented on the business and shared their thoughts about what they think of the custom designed instruments.
Mangakahia spoke about how as a 15 year old, he had a moment where he was inspired to start his business. He said, “My dad is a performing artist, and he does workshops and there’s a lot of ukuleles lying around the house. I can remember back in 2011, on July 27, I was sitting at home. I thought to myself, I should learn how to use these things. I picked one up and started playing.
“I also remember getting a butter knife and carved some designs into the ukulele, which then started the whole customization idea for the business.”
The name of his business stems from his family history and Mangakahia said he honors his family by using his ancestor’s name. “My company is called Hāmiora, [but] originally it was Fresh Ukes. Hāmiora was the name of my second great-grandfather. Knowing I was named after him, I have incorporated it into my designs and core values of sharing culture and inspiring people.”
The designs Mangakahia carves on the ukuleles are inspired by his Polynesian background. He implements his heritage into the carvings and his goal is to help others appreciate not only Polynesian culture but their own life stories. Mangakahia said, “Basically our ancestors used tattoos, carvings, song, and dance to share the culture. Stories are passed on through those mediums. I feel today there are so many ways to express those feelings.
“With tattoos, you get buried with them. It’s in your skin and you can’t pass those on...They could have something like an heirloom to pass on, like an ukulele. Not only are they aesthetically pleasing, but also it can be played and the memories can be resonated throughout generations.” The designs on the ukuleles reflect the life of the owner. Each ukulele Mangakahia has created is unique, according to customers.
Customers and fellow ukulelists said they love Mangakahia’s craft and philosophy. Mark Redd, a freshman from California majoring in English, said he was delighted to learn of Hāmiora. He said, “I love Sam’s designs. I think they’re beautiful and I love how much thought and meaning he puts into each one. The ukulele he made for me is by far the prettiest instrument I’ve ever owned.”
Kealoha Vai-Riky, a senior from Tahiti studying business management, said, “I’m impressed with the designs. I follow Sam on Facebook, and whenever he posts pictures of new ukuleles I just say ‘Wow, I like this.’ I like how Sam is able to make drawings that describe a person’s life. I’m planning to buy two ukuleles.” Vai-Riky mentioned his missionary service in Madagascar where he encountered a localized version of the ukulele. He also said there are other types of ukuleles throughout the Pacific and Asia that vary in shape and sound.
The entrepreneurial program at BYU-Hawaii helped Mangakahia connect with other ukulelists and customers. He said he establishing part of his business in the Philippines and Korea where he hoped to introduce ukuleles to schools so children may learn and appreciate them.
Mangakahia spoke about his motivation in continuing his business. He said, “I love art, my culture, and making people happy. Family is part of culture. Art is part of God’s gift to each of us to create. Making people happy is the purpose of existing. I’ve made 211 ukuleles. That’s 211 unique stories and there is so much more to come.”
Writer: Bruno Maynez