North Shore NewsGrowing Keiki has been a fixture in Haleiwa since 1986 when Lee Roy and her then-partner Lisa Payne decided to follow their dream and open a shop for new moms and their children. Originally a re-sale store in back of its current location, it quickly transitioned into sales of new merchandise and, seven years later, its current site – a restored 1930s era building at 66-051 Kamehameha Highway. Over the years, Growing Keiki has earned a reputation as a haven for artfully selected quality children’s toys and clothing where return customers are a mainstay. Its longevity has taken hard work, determination and pride, and Lee incorporates all three.
“We do like our customers to feel good about supporting locally made clothes. It’s also important to us that our customers see the value in shopping locally owned ‘mom and pop stores.’” Lee says.
As the business environment has changed, she has successfully met the challenges faced by small retail stores, like hers from online shopping and discount chains. She says most important are the customers she serves, the work team she employs, and the business community she supports. Most of the carefully selected and often locally handcrafted infant and children’s wear, beach clothing, blankets, books and toys are unique to the islands. Sustainability in the choice of merchandise is also important, and toys are primarily wooden and not plastic.
The majority of clientele are regulars who take their time searching for that special gift or personal treasure for the newborn or child up to age 14. Mothers often bring in their young children; and play stations are set up, along with musical instruments and toys to keep them occupied while parents and grandparents shop.
“We see families returning again and again,” says Lee. “Now their daughters are coming in bringing their newborns.”
That’s not to downplay North Shore visitors, many of whom are return customers, also. Then there are those newcomers strolling by who drop in attracted by the quaint storefront with hard-toignore adorable apparel and toys in the window. These visitors often are drawn to Haleiwa by the Chamber’s North Shore Map, 10,000 of which are distributed monthly throughout Oahu. Lee has consistently provided advertisement in the map, which is an effective way she promotes the business community.
Another way Lee supports the business community is seeking out quality hand-made products from North Shore artisans island-wide. She takes particular pride in helping “mom-owned” businesses succeed, and several, she points out, are right here on the North Shore.
Lee’s daughter Brooke has recently joined her in the business. Having earned a business degree from a mainland college, Brooke now adds her own special touch to Growing Keiki, with a newly designed website (https://www.thegrowingkeiki.com), presence on Facebook https://www.facebook.com/ TheGrowingKeiki and Instagram @thegrowingkeiki. Brooke also designed Growing Keiki’s recent advertisement in the North Shore Map.
According to Brooke, she was raised in the business and now it feels like the right place to be. When she enters the shop, she enjoys seeing families enjoy what she remembers. “Some of those toys I remember playing with when I was a kid!” she says.