Līhau Willing

Līhau Willing founded Iwi Nails in August 2021 after being inspired by innovative nail products she discovered while teaching English in South Korea. Upon returning to Hawaii, she saw an opportunity to create culturally inspired nail designs that reflected her identity and style. Now celebrating its third anniversary, Iwi Nails has grown significantly, driven by a strong demand for its unique designs. The company employs five part-time staff 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. In addition to gel nail strips, the company offers custom press-on nails, UV lamps, cuticle oil, and custom nail files, and has relaunched a subscription service that includes additional beauty gifts. With its primary market in Hawaii, the company also reaches customers on the mainland, particularly in California, Florida, and regions with significant Hawaiian communities like Las Vegas and Utah. 

Community engagement is a core value for Iwi Nails. Through the “Rooted in Stories, Made for Legends” initiative, the company collaborates with local artists, nonprofits, and activists to create designs that tell powerful stories and support meaningful causes. Thirty percent of profits from these collaborations are donated to the collaborating artist or nonprofit, emphasizing Iwi Nails’ commitment to making a positive impact. 

Before connecting with YWCA Oʻahu, Līhau struggled with financial management, often avoiding her business’s financials and relying on a bookkeeper to send monthly statements that she rarely reviewed. Her approach to financial decisions was uninformed and led to missteps, such as investing in Instagram ads without fully understanding the impact on her expenses. 

Through the YWahine in Business Accelerator program, Līhau confronted her discomfort with financial management. With guidance from instructor Mariko Gordon, she learned to analyze her financial statements, understand cash flow, and make strategic business decisions. This clarity helped her recognize that while ads increased revenue, they also raised expenses—a balance she could now objectively assess and adjust. 

The impact of YWCA Oʻahu’s services has been substantial. Iwi Nails gained significant recognition, including being selected as one of 20 recipients from 11,000 applicants for the BOTOX® Cosmetic and IFundWomen grant, which provided a much-needed capital boost and strategic support. Additionally, Iwi Nails recently made its first entry into international markets at the Tokyo International Gift Show. 

Reflecting on her journey, Līhau shared, “Before the Accelerator and Mariko’s help, I ignored my financials. I had a bookkeeper who sent me monthly statements, but I didn’t look at them. My approach was simple: if there was money in my account, I spent it; if there wasn’t, I didn’t. I lacked a clear understanding of my business’s financial health and made random, uninformed decisions. Mariko helped me overcome my fear and shame surrounding money. Now, I can look at my statements objectively and make informed decisions. This clarity led to securing a $25,000 BOTOX® Cosmetic grant and preparing to attend the Tokyo International Gift Show. The support from YWCA Oʻahu has been incredible, and they continue to provide valuable resources beyond just one class.” 

Līhau’s dedication to growing her business and enhancing her financial management skills has also earned Iwi Nails the Shop Small Hawaii People’s Choice Award in 2023 for the health and beauty category. Looking ahead, Līhau will continue to receive support from YWCA Oʻahu, including subsidized meetings with advanced business counselor Doug Okamura to further strengthen her financial acumen.