Erin Hofmann faced the dilemma of many artists, how to support herself with her gift, and the dilemma all mother-artists face: how to balance career and family. She determined she needed to work from home so that she had the flexibility to be able to do school runs, piano lessons, and, of course, beach time with her keiki (children)! How, then, to make a decent living? Erin said she prayed a lot about what she was meant to do. She began by making earrings in 2018. Then, the answer came in the form of Turkish towels in 2019. Acting on the suggestion of Sierra, owner of Beachside Boutique Hawai‘i in Kapa‘a, who told her about the versatility of Turkish towels, she turned her gaze to putting her designs on high-quality cotton. Turkish cotton is touted for its long fibers, meaning that with wear and washes, the material becomes softer and more pliable over time. She realized the many uses of the product. She imagined wrapping herself up in a towel as she was fond of doing as a Tahitian dancer who dressed in pāreu (sarongs). Unwrapped, the towel could make a nice beach blanket or a spread for a beach picnic. A luxe blanket for two conjures up many happy uses. Like her father, who started out with a hot dog stand in Guam and graduated to being a luxury car dealer on Maui, she became enterprising.

Starting the business took thousands of hours of research. Many hours were spent devoted to creating her own website. Self-taught, she learned how to do her designs on an Ipad and electronically transport them across the world. The first couple of designs she recalls as being tropical, featuring pineapples and liliko‘i (passion fruit). Then, the images of her youth assembled in her mind, and she found herself gravitating towards designs that resembled traditional Hawaiian quilts. Erin knows well where she first saw like images—it was a child in a car driving past the storefront of Kapai‘a Stitchery, a fabric shop on the way to Līhu‘e that for decades has always had fantastic quilts showcased in the window. Her love for them as a child explains how they manifested in her business, EHA Culture, an acronym for Erin Hofmann Arts. Among her favorite quilt designs, she loves the Kalo (taro) Fields Blanket. The image has a strong contrast and unusual contrast of a lavender background against teal-colored kalo leaves that are in perfect symmetry. Of the traditional patterns, she observes, “They are simple but they are intricate.” She actually has lots of favorites, in addition, the ‘Ōhi’a Lehua Blanket and the ‘Ohana ‘Ulu (breadfruit) Pāreu, the former a sacred tree that has become endangered and the latter a nourishing plant.

Today, her business is thriving. Her products are available all over Hawai‘i and shipped to the continent more and more. The success has enabled her to add new products, eye-catching tote bags and hats. Erin admits she is prone to boredom, so branching out has been quite exciting. The successful entrepreneur has also been able to start charitable endeavors so that she can encourage and support others. Several organizations are dear to her heart, including Shine With Her, supporting young girls’ self-esteem and leadership potential, and Hua Moon Women’s Health, dedicated to providing women the health services they need at every stage.

Erin calls her business her fourth child. As for her three “first” children, “they notice people wearing [her] towels and lying on [her] blankets” at the beach. Erin feels “they are proud of her” and “hopes to be a good example business-wise and perseverance-wise.” Her advice to other women starting businesses is, “don’t just dream it; the dream is not going to happen unless you take action.”

EHA Culture products are available on Kaua‘i at Beachside Boutique Hawai‘i and Sway Hanalei and online at ehaculture.com.