Līhau Willing founded Iwi Nails in August 2021 after being inspired by innovative nail products she encountered during her time teaching English in South Korea. Upon returning to Hawaii, she saw an opportunity to create unique, culturally inspired nail designs that resonated with her identity and style. Iwi Nails, now celebrating its third anniversary, has grown significantly, driven by a strong demand for its distinctive designs. The company employs five part-time staff members who assist with various aspects of the business, including fulfillment and marketing.

Iwi Nails specializes in semi-cured gel nail strips, offering an easy-to-use, durable, and non-damaging alternative to traditional gel nails. Their products are not only affordable but also accessible, making salon-quality nails achievable at home. In addition to gel nail strips, the company offers custom press-on nails, UV lamps, cuticle oil, and custom nail files, and has recently relaunched a subscription service that includes additional beauty gifts.

The primary market for Iwi Nails is in Hawaii, which accounts for about 80% of their direct-to-consumer online sales. They also have a customer base on the mainland, particularly in California, Florida, and areas with a significant Hawaiian diaspora such as Las Vegas and Utah. While the main demographic is women aged 18 to 50, the company strives to be inclusive, encouraging people of all genders and ages to enjoy their products.

Iwi Nails has a strong commitment to community engagement and collaboration. By working with local artists, nonprofits, and activists, they create designs that tell powerful stories and support meaningful causes. Through their “Rooted in Stories, Made for Legends” initiative, they amplify these stories and donate 30% of their profits to the collaborating artist or nonprofit. Looking ahead, Iwi Nails aims to expand their product line and market presence, including exploring opportunities in international markets like Japan.

Before becoming an MBDA client, Līhau faced significant challenges in managing her business finances. She largely ignored her financials, relying on a bookkeeper to send monthly statements, which she rarely reviewed. Her approach to financial decisions was random and uninformed, leading to missteps like prematurely investing in Instagram ads.

Upon enrolling in the Financial Accelerator, and with the guidance of instructor, Mariko Gordon, Līhau was able to confront her discomfort with financial management. The program helped her understand her financial statements and develop a strategic approach to her business finances. This newfound clarity allowed her to make informed decisions, analyze cash flow effectively, and recognize the broader financial picture of her business. For instance, while running ads increased revenue, it also significantly raised expenses, which she could now objectively assess and adjust accordingly.

The impact of MBDA services on Iwi Nails has been substantial as the company has received notable recognition and opportunities. Līhau was selected as one of 20 recipients from 11,000 applicants for the BOTOX® Cosmetic and IFundWomen grant, which awarded her $25,000 and crowdfunding training. This grant has provided a significant capital boost and strategic support for launching a crowdfunding campaign. Furthermore, Iwi Nails is set to participate in the Tokyo International Gift Show in September, marking its first foray into international markets.

YWCA Oʻahu provided Līhau with crucial financial and strategic support through our Financial Accelerator. This program helped Līhau gain a clearer understanding of her financials and make informed business decisions. Through the course, and with personalized guidance from instructor Mariko, Līhau overcame her discomfort with finances. She learned to analyze cash flow, balance expenses and revenue, and make strategic decisions for growth. Additionally, YWCA Oʻahu shares information about business opportunities like the Tokyo International Gift Show to help clients like Līhau make their first step into international markets.