Na Hoku: Living their Values

This morning I found myself in Ala Moana Center on the final leg of a 7-mile run. It was only about 7am, and so all the shops were still closed. Quite a different, peaceful time to be at one of the busiest, most profitable shopping centers in the world.

I slowed down as I approached Na Hoku jewelers, for a sign caught my attention in the corner of the window. I cheered as I read it, thrilled to find this statement of integrity:

Why Na Hoku No Longer Sells Coral Jewelry

Coral jewelry has been a part of Na Hoku for many years. While we have enjoyed sharing the beauty of this unique gemstone with our customers, we have come to recognize that the ever-increasing harvest of coral is detrimental to the delicate ocean environment.

Treasure-hunting divers, uncontrolled harvesting, pollution and climate change have all contributed to the decimation of our naturally occurring coral beds on the ocean floor surrounding the Hawaiian Islands.

Na Hoku has therefore made the decision to cease all manufacture and sales of coral jewelry. While some may question the economic sense of our decision, we feel that we are all responsible for the stewardship of our environment and must act, in any way we can, to protect it.

Na Hoku has called Hawaii our home since our beginning in 1924. We are blessed to be a part of these beautiful islands, and want to preserve their beauty to be enjoyed by families, friends and our visitors for generations to come.

We know that this is the right thing to do.

What a wonderful example Na Hoku sets for us with the action they have taken.

There are many choices we can make each day in business. Making those which speak to our values resonate in a way that makes our work worthwhile and meaningful. This is also an example of a choice which can help the customer feel good about their decisions in patronage; purchase choice becomes both educational and meaningful.

The Na Hoku choice is about Mālama ‘Āina and Kuleana: caring and respect for our home, by accepting responsibility for the stewardship of her precious resources. About being willing to be held accountable.

The Na Hoku choice is about Pono. Doing the right thing instead of looking the other way. Being true to our own sense of right and wrong, and acting with integrity.

I remember hearing that Na Hoku has also been recognized as one of the Best Places to Work in Hawaii. I am not surprised, for I suspect this is just one example of a practice of living and working true to the values they have adopted as their guiding stars.

Read more about the Na Hoku Story.