You Can Now Shop Yireh at the Label’s New Sunny Kaimukī Showroom
Emily Jaime sets up a bright, airy (and shoppable by appointment!) headquarters just a stone’s throw from all your favorite Kaimukī haunts.
“Ohh, it’s THIS building!” I can’t help but exclaim to photographer Aaron Yoshino as we make our way to the new Yireh showroom in Kaimukī one sunny morning.
Located on 12th Ave., just a little ways up the road from Da Shop bookstore, the two-story building’s beige nondescript (read: easy to miss) exterior belies the stylish and creative companies it contains. “We actually took over the former Mohala Eyewear space,” says owner-designer Emily Jaime. “And jewelry brand Love Me Knots Hawai‘i is one of our neighbors.”
After nine years of operating online, the timing was finally right for Yireh to have a physical storefront. “We’ve had a lot of feedback from customers that they wanted a place to come and try things on in person and to get to touch and feel the fabrics,” she says.
And quaint Kaimukī felt like the right, if not a familiar, fit for Jaime, who was raised on small-town charm in sleepy Kailua. “I feel like everyone in this neighborhood and in the Keep It Kaimukī community are very supportive of each other and uplift each other. I’m so happy to be a part of it.”
The small-yet-airy showroom, which can be visited by appointment only, has an easy-going, organic aesthetic that perfectly complements Yireh’s breezy tropical fashions. Jaime’s woodworker husband Davin Jaime, of the custom furniture label The Splinter Concept, handled the build-out, including making the white oak cash wrap and shelving.
Not every last item from the website is out on the floor. “It’s a curated collection,” explains Jaime. But, technically “everything would be available. If a customer wants to try on a specific style, they can request it in their shopping notes.”
Currently, the racks are filled with spring’s Terra Rosa release, which features large blooms in a gorgeous terracotta palette. Native Hawaiian flowers and retro hues take center stage in a collab collection with fellow local label Eternal Summer Hawai‘i. There’s also an entire wall dedicated to Yireh’s popular 100% linen pieces.
Keep an eye out for the new ‘Alohi home and body fragrances, which feature luscious notes of gardenia, amber, Mandarin orange, sandalwood and rose patchouli, custom-created by the brand Jules and Gem Hawai‘i. And be the first of your friends to snag pieces from Yireh’s newest collab with influencer Heather Goodman (@hbgoodie). Per Yireh’s design ethos, everything is ethically made in small batches using non-toxic and eco-friendly dyes.