A boutique that knows your name.
Wehi's Boutique is a modern Hawaiian lifestyle brand, founded by Marcel Rodrigues on Hawaiʻi Island in 2015. It began as a late-night dream and grew into a family business, run today with her daughter Ani across two stores: Honokaʻa and Hilo.
Family-owned since 2015. Marcel founded it; her daughter Ani designs alongside her and runs the Hilo store.
A dream, made after hours.
It started in 2015 as a late-night dream. By day, Marcel worked full time as a licensed contractor for a local excavation and plumbing company. After hours, she designed clothing under the name Wehi Designs by Marcel, with a lifelong love for fashion and textiles and one goal: to make women feel confident, comfortable, and beautiful.
Shopping options on the island were limited then, and she saw a chance to make clothing that fit the lives of local women: flattering, functional, and made with aloha. That passion became the foundation of what would grow into Wehi's Boutique.
The name Wehi comes from my middle name, Kawehiokaleimamo. Kawehi means adornment: pieces that help women feel seen, confident, and beautifully adorned.
Rooted in culture and memory.
Inspired by Marcel's Hawaiian ancestry, Wehi blends modern fashion with island influences, meaningful prints, and designs rooted in culture and memory. Every piece is made to bring together style, comfort, and connection.
What makes Wehi special is the community around it. We treat every customer like ʻohana, in spaces made to feel welcomed, valued, and inspired.
More than a store, an experience.
Honokaʻa, where it started
Our original store, with a custom hat bar and charm bar where guests can create something uniquely their own.
Hilo, the flagship
Signature Wehi aloha attire, the Ani by Wehi beachwear collection, a locally inspired coffee bar, and carefully chosen local brands.
Ani by Wehi
Marcel's daughter followed her own passion for entrepreneurship and founded Ani by Wehi. She designs alongside her mother and runs the Hilo boutique.
Treated like ʻohana
We take pride in treating every customer like family, and in building spaces where people feel welcomed and inspired.
A coffee bar, right inside.
The Hilo boutique has a locally inspired coffee bar built into the store. Order a drink, sit a while, take your time with a fitting. It is the kind of afternoon you can only have at Wehi.
Worn like our island lives.
From a small dream made after hours to a growing Hawaiʻi brand, Wehi is built on creativity, family, and culture. Come say hello in Honokaʻa or Hilo, or shop from wherever you are.
Marcel + Ani · Hawaiʻi Island