When Noeleen Tuala walked away from the security of a steady pay cheque to bet everything on her line of Pasifika-inspired babywear, she knew there was no turning back.
As a mother of five and nana of six, with a mortgage and family to support, it was the most terrifying decision she’d ever made.
Noeleen, 42, says, “I remember thinking, ‘If I don’t do this now, I’ll always wonder what could have been.’ It was nerve-racking, but it felt right.”
With the support of her husband Joe, 52, Noeleen left her role as an executive assistant to work full-time on Pele, a business born from her desire to see Polynesian culture represented in everyday family life.
Keeping afloat
The decision left them relying heavily on Joe’s income, but the Aucklanders believed in the dream and in each other. Yet just 12 months later, everything changed.
Joe was made redundant from his longtime role as a warehouse manager when the company was sold to an overseas buyer.
“It was heartbreaking,” confides Noeleen. “Overnight that security disappeared and we were suddenly facing a future we hadn’t planned for.”
The pressure was immediate and intense. With a mortgage to pay and children to support (their family of five kids are aged between 28 and 12), the couple found themselves calculating how long they could keep afloat.
“We were freaking out,” remembers Noeleen. “That time took such a toll on us emotionally. Even though Pele was growing and needed my full attention, I started looking for part-time work. I couldn’t leave all that pressure on Joe. It wasn’t his fault that I wanted to chase my dream.”
Support from their kids
Their older children, including their 23-year-old daughter Lyrik, who lives with them with her two daughters, Aaliyah, four, and Ayva, two, even offered financial support.
Noeleen tells, “That broke my heart. No parent wants their kids worrying about that.” Just before Christmas, Joe was able to find work and “we could breathe again”.
Reflecting on this challenging period only reinforces why Pele matters so deeply to Noeleen, who’s of Samoan and Tongan descent.
“When you surround your baby from infancy with their culture, literally wrapping them in one of our muslin wraps, you’re embracing and celebrating who they are,” she shares. “In Aotearoa, it’s easy
to feel disconnected from our heritage and Pele is my way of keeping that connection alive.”
A first for a Pasifika business
After a year that tested their family in every possible way, 2026 began with a moment Noeleen still struggles to put into words. Pele’s range of baby wraps, minky blankets, knit blankets, playmats, throws and duvets, featuring designs created by Noeleen and local Pasifika artists, is now in 34 Farmers stores nationwide. It’s the first Pasifika baby business to be on the shelves of the department store.
“Every morning, I wake up and still have to pinch myself,” she enthuses. “From day one, one of my goals was to be in Farmers. To see Pele there feels surreal.
“For a Pasifika brand to be recognised by the largest department store in Aotearoa feels incredibly validating. It’s a door opening, not just for Pele, but for what’s possible for our people.
“There are more Pacific Islanders in Auckland than anywhere else in the world, yet we are still underrepresented in the shops. I hope this encourages more retailers to follow Farmers’ lead.”
Family remains at the heart of the business. Noeleen is excited that there’s another grandchild on the way and loves that her two-month-old grandson Saint stars in the latest campaign.
Joe has taken on the role of part-time warehouse manager – “He’s paid in home-cooked dinners,” she jokes – while her daughter and a friend step in when extra hands are needed.
“My goal has always been financial security for my family, and creating products that honour and celebrate our culture,” she says.
Building on her brand
Last year, Noeleen expanded her portfolio by acquiring Tusi, a stationery brand offering bilingual planners in Samoan and English. She has plans to introduce Tongan, Fijian and other languages.
Alongside her besties, Danika and Tumua of Danika Cooper Jewellery, she’s also co-founded The Pasifika Collective – a networking initiative designed to support other Pacific entrepreneurs or “Polytreneurs”, as she affectionately calls them. Her win for Excellence in Retail at the 2025 Pacific Business Awards was the icing on the cake.
Noeleen shares, “It felt incredible to feel seen. All the blood, sweat and tears – it finally felt acknowledged.”
Looking back, Noeleen knows she took a leap of faith, but she has no regrets.
“The moment the idea of Pele came to me, I knew this was it,” she says. “Not everyone gets the chance to live out their passions. I have been blessed with this opportunity and I refuse to let it go.”
For more info, visit pelebabies.com.
Related stories
Native ad body.
Native ad body.
Native ad body.
