ABOUT US
The SoHa Story
THE SISTERS BEHIND THE BRAND
SoHa Living was founded in 2002 by sisters Brooke Watson and Shyrah Maurer, born and raised in Hawai‘i and forever inspired by the islands’ natural beauty, relaxed spirit, and vibrant cultural heritage.
Our love for design runs deep, rooted in the legacy of our grandfather, Leo Israel, affectionately known as the King of Hawaiian Fabrics. Arriving in Hawai‘i in the early 1930s, he was a pioneer in Hawai‘i’s fashion scene, playing a key role in the birth of the original Aloha Shirt, as shared in The Aloha Shirt by Dale Hope. He worked with artists from around the world to create exclusive prints, traveling island to island by cattle boat with samples in hand, bringing beauty and creativity wherever he went.
Though he passed when we were young, his memory lived on through stories from our Tūtū of beachside luʻaus at their Kāhala home, of elegance, design, and aloha. His spirit continues to inspire SoHa and everything we create.
The meaning of
SoHa, originally short for “South of Hawai‘i” was born from our desire to honor our roots while bringing a fresh perspective to island living. We began by designing furniture and home décor made in regions located south of Hawai‘i, drawing inspiration from the tropical textures, natural materials, and craftsmanship found throughout these areas. Over time, SoHa grew into a lifestyle brand that celebrates the beauty and culture of Hawai‘i, deeply rooted in the island’s ocean-inspired spirit and laid-back elegance. Throughout the years, the name has come to mean even more. To our customers, SoHa stands for “So Hawai‘i”—a reflection of everything we love about the islands. And perhaps our favorite evolution of all: “So Happy”—a nickname our customers lovingly gave us, describing the feeling they get when they visit our stores or bring SoHa into their homes.
The meaning of
SoHa, originally short for “South of Hawai‘i” was born from our desire to honor our roots while bringing a fresh perspective to island living. We began by designing furniture and home décor made in regions located south of Hawai‘i, drawing inspiration from the tropical textures, natural materials, and craftsmanship found throughout these areas. Over time, SoHa grew into a lifestyle brand that celebrates the beauty and culture of Hawai‘i, deeply rooted in the island’s ocean-inspired spirit and laid-back elegance. Throughout the years, the name has come to mean even more. To our customers, SoHa stands for “So Hawai‘i”—a reflection of everything we love about the islands. And perhaps our favorite evolution of all: “So Happy”—a nickname our customers lovingly gave us, describing the feeling they get when they visit our stores or bring SoHa into their homes.
The meaning of
SoHa, originally short for “South of Hawai‘i” was born from our desire to honor our roots while bringing a fresh perspective to island living. We began by designing furniture and home décor made in regions located south of Hawai‘i, drawing inspiration from the tropical textures, natural materials, and craftsmanship found throughout these areas. Over time, SoHa grew into a lifestyle brand that celebrates the beauty and culture of Hawai‘i, deeply rooted in the island’s ocean-inspired spirit and laid-back elegance. Throughout the years, the name has come to mean even more. To our customers, SoHa stands for “So Hawai‘i”—a reflection of everything we love about the islands. And perhaps our favorite evolution of all: “So Happy”—a nickname our customers lovingly gave us, describing the feeling they get when they visit our stores or bring SoHa into their homes.
“A gift from SoHa is a gift of Aloha...”
What We Stand For
At the heart of everything we do is a deep respect for Hawai‘i—its people, its culture, and its way of life. We are committed to preserving and perpetuating the aloha spirit by creating thoughtful, beautiful products that celebrate the islands and bring joy to everyday life. Whether it’s through home décor, bath and body, gifts, or fragrances, every brand we build is rooted in sharing the magic of Hawai‘i with the world. We believe in creating meaningful experiences for our customers, nurturing creativity, and spreading happiness—one store, one product, and one smile at a time.
Where We’re Headed
We’re on a mission to grow—bigger, brighter, and bolder. With over 20 stores and counting, we’re building toward more locations across multiple beloved brands while staying true to our island roots. We will continue to expand our reach, launch new product lines, and develop unforgettable retail experiences that make people So Happy. Along the way, we’re looking for passionate, talented individuals who believe in the power of purpose, culture, and joy to come alongside us and help shape the next chapter of our Hawai‘i-grown story.
What We Stand For
At the heart of everything we do is a deep respect for Hawai‘i—its people, its culture, and its way of life. We are committed to preserving and perpetuating the aloha spirit by creating thoughtful, beautiful products that celebrate the islands and bring joy to everyday life. Whether it’s through home décor, bath and body, gifts, or fragrances, every brand we build is rooted in sharing the magic of Hawai‘i with the world. We believe in creating meaningful experiences for our customers, nurturing creativity, and spreading happiness—one store, one product, and one smile at a time.
Where We’re Headed
We’re on a mission to grow—bigger, brighter, and bolder. With over 20 stores and counting, we’re building toward more locations across multiple beloved brands while staying true to our island roots. We will continue to expand our reach, launch new product lines, and develop unforgettable retail experiences that make people So Happy. Along the way, we’re looking for passionate, talented individuals who believe in the power of purpose, culture, and joy to come alongside us and help shape the next chapter of our Hawai‘i-grown story.
Inspired by the islands,
created for you.
Come wander through our aloha-filled aisles.
Crafted from the essence of our culture.
We are a company born from the islands—shaped by sun-soaked days, salt-kissed waves, and the lush beauty that surrounds us. We grew up surfing at dawn, hiking forested trails, picking flowers for haku lei, and soaking in the energy of the ocean. The plumeria, the maile, the ti leaf, the gentle rain on the mountains, the scent of pikake in the air—it all lives in our memories and flows into everything we create. This isn’t just where we live; it’s who we are. The aloha spirit, the warmth and kindness of our people, the deep love for ‘āina and ‘ohana—these are the values that guide us. Every product, every store, and every brand we build is a reflection of that spirit. This is more than business—it’s our way of sharing the heart of Hawai‘i with the world.
Thank you for taking the time to learn more about our story and our company, it means the world to us. SoHa and the brands that we create have always been a true labor of love, rooted in our family’s legacy and inspired by the beauty of Hawai‘i that surrounds us every day.
We feel incredibly lucky to share a piece of our history, our passion, and our island lifestyle with you. Whether you’ve been with us from the beginning or just discovered SoHa, we’re so grateful you’re here. We hope our designs bring joy, comfort, and a little island magic into your life.
With aloha,
Co-Founders & Sisters
