Pūpuka! Yuck!

A common expression said with a smile on her grandparents faces whenever they’d see anything nice. Whether it was a picture of the newest baby in the family or the most recent grandchild graduating from college, all that was to be celebrated was sarcastically dismissed.

Pupuka in the Hawaiian language means ugly or unsightly however when said with emphasis & a friendly tone it meant the opposite, beautiful & attractive. Like many other cultures this idea of “evil eye” practice is common to Hawaiians. Originally it was due to reluctance of expressing admiration, for fear of sorcery & jealousy of the admired person.

This has stuck with Hiilei all her life, molding the foundation of her eye for art and humor. Now through her photography as an adult she finds the beauty in the forgotten moments and passing feelings that do not seem grandiose but when captured hold a story of its own.

Originally from Honokohau Maui, Hiilei grew up with her grandparents in the valley. Her grandma always taking pictures and coloring with her, she found her passion for art at a young age and after years of practicing photography as a hobby, she decided to turn her passion into a career.

Now she helps businesses conceptualize their brand and marketing identity through her her film photography. Curating an accurate representation of who they are through her eyes, a native Hawaiian woman.