About the owner

Joelle Alohalani Tafoya was born and raised on the island of Kauai’i, Hawaii.

“Hawaii’s lifestyle was always very western. I love hearing stories about the old plantation days in Hawaii when there were hardly any cars on the road and they used horses and carriages,” she said.

“We have beautiful beaches and all, and when most people think of Hawaii they automatically think coconuts and pineapples, not knowing that we have deep roots in the western way of life.”

Joelle’s family (papa and great papa) worked on a cattle ranch in Kauai, and she grew up with a love for cattle and horses.

Joelle moved stateside and got involved in the western fashion industry. She has been asked to be a brand rep for a number of boutiques and blog for Kimes Ranch Jeans. She has been invited to walk in a few denim & velvet fashion shows at the NFR and The All American rodeo held in Texas.

After moving back to Kauai, Hawaii she kept her love for western fashion alive and opened Hawaii’s first western fashion boutique on the island of Kauai called The Branded W & Co.

Being inspired by western fashion shows she  decided to go for it and host Hawaii’s first western fashion show at the Koloa plantation days in 2019 and still produces them today at the Waimea Town Celebration yearly. The Branded W & Co Western  fashion shows has been growing and spreading across the Hawaiian islands and catching the eyes of well established rodeos & western fashion brands. The Branded W & Co recently added a Custom hat bar to the boutique located in Wranglers Steakhouse on the island of kauai and now offer mobile hat bar services for weddings and events.