20/20 Europe magazine
visits Maui 

June 12, 2019

The first kiosk on Maui

Experiencing the Aloha Spirit

Jim Richards first started to sell sunglasses on the beaches of Hawaii some 40 years ago. Since that time, the sunglass producer has grown and grown into a global business employing 1200 people worldwide. 

Celebrating its 40th Anniversary, the company invited members of the international trade press to its
headquarters on Maui, Hawaii’s second island. The press who visited in February 2019 were able to speak
with members of the company who have worked there since the 1980s.
They included Ruthie Belden, executive assistant to Maui Jim’s CEO
and Bill Haywood, operations manager.

Ruthie Belden, executive assistant to Maui Jim's CEO and Bill Haywood, operations manager

“I was fascinated by the warm welcome and the MAUI spirit  that reigns in every corner of the company, from the shop at the entrance, to the corporate offices to the laboratory.
Meeting Ruthie and Bill really thrilled the whole group.
They have personally experienced the development of MAUI JIM since the very beginning and listening  to the story of the company told with such enthusiasm  touched us deeply.”

Matilde Sometti,
Publisher 20/20 Europe

Aloha Spirit, the Hawaiian way of life

They were also able to witness for themselves the Maui Jim retailers and kiosk vendors across the island, visit the company HQ and experience the beauty of the island and its infectious “aloha spirit” which continues to be a driving force for the success of the global sunglasses business.
The literal meaning of aloha is “the presence of breath” or “the breath of life.” It comes from “Alo,” meaning presence, front and face, and “ha,” meaning breath. Aloha is a way of living and treating each other with love and respect.
Akahai, kindness to be expressed with tenderness;
Lokahi, unity, to be expressed with harmony;
Oluolu, agreeable, to be expressed with pleasantness; Haahaa, humility, to be expressed with modesty;
Ahonui, patience, to be expressed with perseverance.

“We have personally breathed the Aloha Spirit, which does not represent only a claim for MAUI JIM, but also a true corporate philosophy. Kindness, humility and patience are values   that you can feel all over the island. It was straightforward discovering how the company has them into its DNA.”

Matilde Sometti,
Publisher 20/20 Europe

\\ Members of the trade press on the beautiful island of Maui

“Only by experiencing first-hand the places of MAUI JIM origin, we understood that the company vision it’s not only based on selling products, but also to spread a lifestyle, a way of being rich in love and values for  one’s neighbor .”

Matilde Sometti,
Publisher 20/20 Europe

History. The company’s roots began in 1980 when a fisherman called Jim Richards began selling sunglasses on the beaches of Maui, Hawaii. He was known as the original “Maui Jim”. Several years later, the company developed polarized sunglasses to protect eyes from glare and ultraviolet rays.

The technology has become recognised worldwide and continues to be the focus for the company.

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