Jewelers and jewelry designers are working to support the businesses affected by the Maui wildfires, including an incredible effort by Maui Divers Jewelry that raised more than $1.3 million for the Hawaii Red Cross.

Maui Divers’ fundraiser is an example of how the spirit of ‘ohana—or family—is key to Hawaiian life and business culture, says Cole Slater, CEO and creative director for the Honolulu-based jewelry company.

The wildfires that swept through Maui earlier this month, destroying thousands of acres of property as well as much of the town of Lahaina, are now considered the deadliest wildfires in the nation’s history, USA Today reported. At least 114 people died in the disaster, and an estimated 850 people are still missing, according to state and local officials.

Maui Divers began posting Instagram updates on Wednesday, Aug. 9 (the day after the wildfires began), when it announced the loss of its Lahaina storefront and the launch of its online fundraiser.

“On Oahu, we immediately began contacting every team member on Maui to check if they were okay,” Slater says. “It wasn’t until Friday evening that we could finally locate our last missing team member and found that she and her family were displaced, though okay. We were so grateful they and their families were safe.

“Our hearts were broken, and we knew we had to act fast…. By Friday, we had pallets of supplies packaged to send via air to help,” he says. “The costs of raw materials, manufacturing, and shipping, to name a few, are significant. Still, we knew the support we could help deliver to Maui was an important win.”

The fundraising effort got an immediate reaction and created huge momentum to help those affected by the wildfires, Slater says.

“Customers showed up to support. Initially some thought we would reach $250,000, but by the end of Thursday we had already surpassed $300,000,” he says. “We were truly thankful for our customers’ generosity and prompt action. The numbers kept climbing daily.”

Founded in 1959, Maui Divers Jewelry manufactures original jewelry along with operating retail locations, Slater says.

“We run all of our operations and jewelry manufacturing in Hawaii because we believe it is important to keep jobs here while staying true to our core message of being ‘inspired, designed, and created in Hawaii,’” Slater says.

The company will continue to reach out and find ways to help those affected by the wildfires, he adds.

“For us, it is essential to listen to the local communities on Maui and how they wish to proceed,” Slater says. “In the meantime, we continue supporting our team and affected communities in Maui by contributing to local organizations that are making a positive impact.”

Top: Staff at Maui Divers Jewelry prepared thousands of orders they received as part of a fundraising push for the Hawaii Red Cross and those affected by the Maui wildfires. (Photo courtesy of Maui Divers Jewelry)

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