I met Jay Maugatai Keller Toaititi when he was seventeen, fresh out of high school as a student designer through the fashion show, Samoa Sinnet Fashion Show, I founded in 2016. He was a young gun who was excited about fashion, creating and just loved being in creative spaces.

Fast forward to today, Jay has taken his passions and all that he has learnt from high school to start a business that is bringing joy to many customers.

Hoops and Loops Samoa is a small business that specializes in handmade earrings and accessories. I have enjoyed watching Jay’s journey from 2016 as a young, eager designer to today. His most sought-after product is the colourful scrunchie which he hand cuts and makes in his workshop.

Jay says that “it all began when I discovered my love for arts and crafts during my time at Church College Pesega. I learned sewing in my Food, Textile and Technology class, and it quickly became more than just a hobby for me. I initially started off by tie dying and bleaching various clothing items such as shirts, socks, and sarongs. However, I soon realized that I had a special talent for making unique and eye-catching earrings. This realization gave birth to the idea of Hoops and Loops Samoa”.

In addition to creating earrings, he also began sewing and selling scrunchies. This not only allowed him to express his creativity but also served as a source of income to support his family. It was also a way for him to honour and remember his late mother, Doris Maugatai Keller Toaititi, who had always encouraged and supported his passion for arts and crafts.

“Hoops and Loops Samoa is more than just a business to me; it is a way for me to share my love for handmade accessories and express my creativity. Each piece is carefully crafted with love and attention to detail, ensuring that every customer receives a unique and beautiful product.

“I am excited to continue growing Hoops and Loops Samoa and sharing my passion for arts and crafts with others. Through my business, I hope to inspire and encourage individuals to embrace their own creativity and pursue their passions”.

If you’d like to follow or order your own collection of happiness, Jay can be contacted on Facebook messenger or via his business page “HoopsandloopsSamoa”. If you are based overseas and you want to treat your local family, Jay will custom make your order and your family can uplift. No order is too small or too big for him. Support local businesses and get yourself a treat! Well done Jay!

I am all for young people making their own mark in any of the industries, especially the creatives. We have so much untapped potential and Samoa is a melting pot of these very talents that can easily financially support many families. Enjoy the rest of the week Samoa!