Mana Up's Meli James says small businesses are the 'core and backbone' of Hawai‘i

Mana Up's Meli James says small businesses have always been the "core and backbone of Hawai‘i."

She would know.

Mana Up, a business accelerator and venture fund co-founded by James and Brittany Heyd, introduces Hawai‘i-based companies to global markets. It recently announced the 10th cohort of companies for its accelerator program.

Since the accelerator began, Mana Up has worked with 105 businesses.

The organization recently said that alumni of the program generated more than $105 million in revenue last year alone, and have created more than 1,035 jobs across the state since joining the program.

In 2024, there were 139,922 small businesses in the Islands, representing 99.3% of Hawai‘i businesses. The state's 237,707 small business employees made up 50.7% of employees in Hawai‘i.

Aloha State Daily recently connected with James via email to talk about the role small businesses play in Hawai‘i, challenges small businesses face, what more can be done to support Hawai‘i's entrepreneurs and the lessons she's learned since starting Mana Up. Here's what she had to say.

What role do small businesses play in Hawaiʻi? And why is it important for you to support entrepreneurs in Hawaiʻi?

Small businesses are the core and backbone of Hawai‘i — they always have been. Supporting locally owned companies means creating opportunities for leadership, economic growth and keeping our communities strong. When Hawai‘i profits from its own brand, we’re able to build a more sustainable future where local entrepreneurs can thrive and give back.

We’ve seen these founders step up not just as business leaders, but as community leaders. They’re building giveback programs and writing checks for the causes they care about. And honestly, our community knows what’s best for our community — that’s the kind of leadership we want to keep nurturing.

Success really does breed success. When these companies support each other and grow together, it creates a wave of awareness and momentum that pulls more people in. It’s been incredible to witness. Entrepreneurship can be lonely, and it’s been amazing to see the camaraderie and trust that’s formed.

What’s going really well for small businesses right now is this broader shift in consumer behavior — people are looking for authenticity, transparency, and a connection to culture. They want values-aligned, niche brands rather than the legacy names they’ve used for years. Honestly, Mana Up would’ve had a much harder time existing 10 or 15 years ago than it does now. The tailwinds are strong — and that’s exciting.

What are some of the challenges right now for small businesses in Hawaiʻi?

Challenges that have always existed — and still do — stem from the fact that we’re a remote island chain, one of the most remote places in the world. We’re in the middle of the Pacific, so there are consistent issues with shipping and sourcing. And now, with tariffs in flux, those pressures are even more top of mind.

What do you think can or should be done to better support small businesses and entrepreneurs in Hawaiʻi?

I think there’s a lot more we can be doing — from all the different stakeholders. On the corporate side, it’s about continuing to support local and really thinking about what you're purchasing and where that money is going. Are you putting more money back into the state or are you spending it with Mainland companies? It’s about being intentional with your purchasing power.

From a government standpoint, we need to think of small business and local ownership as a real growth area for Hawai‘i. That means supporting it through legislation — lowering bureaucratic barriers to starting a business, and creating an environment where small businesses can thrive, grow into medium-sized companies, and even larger. It’s critical that we keep supporting entrepreneurs in this way.

And beyond that, it’s about approaching our challenges with a solutions mindset. It’s easy to get stuck in the idea of the ‘price of paradise’ — how hard everything is — but how do we keep showing up with positivity and lift each other up?

What’s the biggest lesson you’ve learned since launching Mana Up? What has surprised you the most?

It's not necessarily a lesson but an affirmation that the power of storytelling is just as important as the strength of the product. Helping founders share their unique backgrounds, cultural roots and values builds authentic connections with customers, drives brand loyalty, and differentiates Hawai‘i-made products on a global stage.

We've found that through our House of Mana Up stores and digital channels, our highly successful Aloha Markets in Tokyo, New York City and Los Angeles that attracted thousands in each city, and annual events like our Showcase Marketplace and broadcasts, community is the foundation of lasting growth. Collaboration among local entrepreneurs, partners and supporters creates a stronger ecosystem than competition ever could. Scaling globally doesn’t mean losing your local soul. Staying rooted in culture while reaching new markets is key to long-term success. 

Stephanie Salmons can be reached at stephanie@alohastatedaily.com.