Cultural Heritage Wrapped in Warmth: The Journey of Pele Babies
Kia ora, can we start with a short introduction of yourself?
My name is Noeleen Tuala. I am a mother of five and a Nana to five. I was born and raised in South Auckland, New Zealand, and I am the Manager/ owner of Pele Babies. We sell baby essentials like blankets and playmats with a Polynesian theme.
How has your journey led you to where you are today?
Since growing up as a woman of colour, seeing a brown face in business was always rare. It’s something that has always been on my mind. As a child, I often asked my mom, “Why do we have other nationalities running our local takeaways and businesses? Why can’t we do it ourselves?” She could never answer it, and over time, that question never really left me.
When I hit my twenties, I used to ask my partner to drive me around what we called the ‘rich areas’ so that I could look at those houses. I was always so certain that I would have one someday. I would always ask, “What do you think these people do for a living?” Being able to live there or simply afford a house like that was a dream that never went away.
The turning point for me was when one of my grandsons was born. I looked for Pacific-designed blankets, but I couldn’t find anything suitable. I purchased a blanket online from overseas, and the quality was shocking when it arrived. At that moment, it clicked for me—this is what I am supposed to be doing.
Wow, that's amazing, e hoa! It’s so great to hear a success story from someone like you. You’ve flipped the status quo—you are a proud minority in business. It’s something we don’t see enough of in the business world.
That’s one of the beautiful things I’ve discovered on this journey. This is not just a business; it’s much more than that. It’s a representation of my people. I hope my journey inspires others to stand proud because if this half-Tongan, half-Samoan woman, mum, and Nana can do it all, then we all can.
Starting a business can be overwhelming because it’s your passion, but you quickly realise, "I should have been doing this all along." The impact it can have on people is so humbling and beautiful. It shows that we have so much talent regardless of our brown faces; we just need someone to look up to.
I work part-time at innoNative and have seen firsthand that Pacific Islanders go all out when they see your designs. It's almost as if they're shocked to see them in a store. It must be a surreal feeling for them to see their homelands showcased and represented through such stunning products.
I’m so glad the InnoNative Store is stocking our products—it’s a huge deal. Our products are more than just a minky or a blanket—they represent our heritage and our culture.
What was the driving force or moment of inspiration behind launching your business?
Receiving that blanket online was the defining moment. I've said it before, but it wasn't just imposter syndrome for me; it was a step ahead financially. All these other people were purchasing these products, and I was upset because I thought, "We deserve better." Anyone can put a design on a blanket or whatever, but we deserve quality. Why should we pay for something subpar?
Because they've designed it to attract people, right? Cultural designs? But then, when it's placed on our babies, it's just not the kind of quality you'd want.
Absolutely. We spend money. The economy is the way it is, and people struggle. So, I want people to see that they’re spending money on quality items they can rely on.
How do you bring your culture into your business?
For me, the designs reflect who I am. I am a Pacific woman—half Samoan, half Tongan. Anything I do, whether in the product space or elsewhere, must have Pasifika representation in the design. I design many products, but I also have help when I don't have time since I still work full-time.
For me, it's about ensuring these products authentically represent cultural heritage. It's about standing tall in your culture. Whether through my social media or the products themselves, it has to be an extension of me. Being a Pasifika woman comes across strongly in my products and on my socials.
Can you share your product design process? Where do you get your ideas from? Do they stem from culture?
Yes, they do stem from culture. I’m on my journey with my heritage, family, and Tongan side. It’s a constant journey; you never really get to the end, which is fine because you always learn more. For me, it’s about understanding what the patterns mean and the meaning behind the cultural representations. You might see crosses on some of my designs; my faith is a huge part of my life and the Pasifika community. Every design tells a story.
Walk us through a typical day with you. What are the key moments in your daily routine?
I’m up at 5:30 a.m. to work out for half an hour. Then, I head to my warehouse/office on my property, where I pick and pack orders, print labels, and book the courier. After that, I go inside and get my son ready for school. He’s on the spectrum and has ADHD, so he needs quite a bit of attention.
I then head to work until 4:30 p.m. When I get home, I pick up my son, make dinner, and after he’s settled around 9 p.m., I start catching up on admin and social media tasks. On the weekends, I try to catch up on other admin tasks like photography. However, since my supplies come from overseas, the time difference makes it hard to get good sleep. I barely get any sleep—I haven’t for nearly two years since the launch.
Wow, so it’s full-on, 24/7.
Yes, it’s nonstop. But it doesn’t feel like a chore when you love something so much.
Balancing a business's creative and operational side can take time and effort. How do you navigate the challenges of administration and finance?
It took me a while for me to get my head around things. One of the things I didn’t prioritise at the start of this journey was hiring an accountant. I managed myself with Excel spreadsheets, but as the business grew, it quickly became overwhelming.
Earlier this year, I finally employed an accountant because I was struggling. When I was asked for financials for the 2degrees Business Awards, I realised my spreadsheets weren’t enough. Having an accountant has streamlined a lot of things for me.
It’s about knowing when to delegate, right?
Absolutely. You have to consider where you’re spending money and invest in services that benefit you and your business. It’s about freeing up your time and helping streamline things so you can focus on what matters most.
The administration of my business is like a one-person show. How do I manage? It comes down to managing my time effectively. I rely heavily on my diary and Outlook calendar—these are the only ways I can plan my day. It’s crucial because I have to schedule family time and be present, especially for my son, who needs a lot of support.
For me, it’s all about multitasking and managing time as best as I can. That’s been the only way I’ve managed since I started—figuring out my priorities and where my time goes. If I’m up until 1 a.m. every night, it’s fine because that’s what works for me. It’s how I keep everything going.
So it’s about taking the time to visualise or put everything in front of you?
Yeah, absolutely. Visualising it, putting it on paper, and scheduling it in my calendar—knowing where I need to be and what I need to do—has been the best way for me to manage everything without dropping the ball. And that’s not to say I don’t rely on my older kids sometimes. Four of them are older, so they help out with my son when needed. It truly takes a village, and I'm grateful for mine.
What has been the most significant factor in your success so far?
I truly believe it’s authenticity and my faith. If this wasn’t part of God’s plan, I wouldn’t be where I am today. That’s one of the things that keeps me pushing forward and never settling. I have this mindset: if I’ve come this far and this is my path, I will take every opportunity I can. I keep moving forward. I’m willing to put myself in spaces where, as brown people, we might not always be, but I’ll walk into a room where no one knows me and speak about my products with pride.
Authenticity plays a huge role because if people want to buy something, they want it from someone who represents it. For example, if I’m a Samoan woman selling a Samoan product, people are more likely to buy from me rather than from someone who isn’t part of that culture. People are here to support our local community, our people.
My faith and authenticity are the two major factors that have brought me this far, and people want to support that.
What is your best-selling product?
Our best-selling product is our blankets. I think they stand out because we make them differently than others on the market.
I have one myself.
Oh, thank you for your support! Yes, our blankets go through a special, almost sacred, process, which makes them thicker and softer than other blankets. For me, it always comes back to quality. Of course, I could have used a thinner material to save money, but I just couldn’t. It wouldn’t align with my values or the expectations of those purchasing them.
What do you love about your business?
I love that I get to represent my culture through our products. As I mentioned earlier, my journey has been a long one, and embracing my culture hasn’t always been easy—especially when you find yourself in the minority in certain spaces or workplaces.
Sometimes, you almost feel like you can’t stand up and proudly proclaim, "Hey, I’m a proud Pasifika woman." When my dad passed away in 2010, I felt like a part of my culture faded because my parents hold so much knowledge, stories, and ancestral history.
I lost that connection for a while, but through this business, I’ve regained it. I’m such a proud Samoan woman, and I stand tall in my heritage. For me, the most beautiful outcome of all this has been showing others that they can also embrace their culture, whether through their babies with a minky or a playmat. They're not just using a product—they’re wrapping their babies in culture.
What are three essential pieces of advice you would offer to aspiring entrepreneurs who want to follow in your footsteps?
Do your market research: You might be passionate about a product, but there could be many others like it on the market. Find out what makes your product different and stand out.
Take a leap of faith: If you believe in your talent and your product or service, take a leap of faith. You never know where it will lead you. Believe in yourself, because if you don’t, no one else will.
Reach out to other small business owners: Having a soundboard is invaluable. Other small business owners understand your journey, and we are a supportive community. We want to see each other succeed, so reach out, ask questions, and build that network.
It's so important to reach out to other small business owners. Even if you don’t know them, reach out and ask questions because they’re going through the same experiences. We are a close-knit community of small business owners who are always willing to help each other. It's amazing. I’ve made incredible friends along this journey by simply reaching out and asking questions.
So, reach out. I’m constantly getting messages from people asking, “How do I start? Where do I go?” We all want to see each other shine. There’s a seat at the table for everyone, so we need to support one another.
Is there a female or Māori-operated business you would like to recommend for our next issue?
Oh, yes! I’d love to recommend Danika Cooper Jewelry, another Pasifika-run business from Tahiti.
Whakawhetai ki a koe mō tō wā. Thank you for your time today, Noeleen. It was refreshing to hear your take on business as a Pasifika woman—Kia pai tō rā.
Manuali'i - Bird of the Gods - is an anchor to ancestors and self. These poems are reminders of who you come from and who you are, compasses to constant new becomings. Questions for timekeepers and connections to universal powers. Being guided by messengers of the sky.
Dancing on the delicate tightrope of here, the past, and an imagined future, Manuali’i dives into the heart of grief and loss and love, wraps a tongue around the soft grooves of Samoan words, and rides off into the distance on a Triumph Bonneville.