1. Jacks of Fiji has grown into one of the country's most recognized names, spanning retail, tourism, hospitality, and commercial services. Can you walk us through the key milestones in that evolution, and what has held the brand together as it expanded across such different sectors?
Jacks of Fiji is a family business that has evolved organically over the years. It started in 1969 with a small handicraft store here in Nadi Town, founded by my grandfather.
Through the 1970s and 1980s, the business grew within the retail space. By the late 1980s, we began expanding from one store into different locations, particularly in areas with strong tourism activity, such as Sigatoka. At that stage, we were still primarily a handicraft and souvenir retailer.
Over time, we started diversifying. We entered hotels with boutique stores and gradually moved into other sectors. Today, the group includes retail, restaurants, a garment factory, construction, agriculture and wellness.
The garment factory was a natural extension of our retail business. We were already selling handicrafts, souvenir clothing, T-shirts, sarongs and other items, so we started thinking: why not produce some of these products ourselves? It began as a small experiment but gave us better control over quality and supply. It became an integrated part of our supply chain.
The construction business followed a similar path. Initially, it was created to support our own retail expansion, building new stores, refurbishing existing ones and managing our displays and visual merchandising. Over time, it developed into a full construction business serving external clients as well, expanding into areas such as manufacturing and services.
Our restaurant business started in the early to mid-1990s with one restaurant behind our original store in Nadi. It grew from there, including restaurants in Suva, although hospitality is a challenging sector to replicate across different locations. Today, our restaurants are primarily focused in the Nadi area, where we can maintain the right management structure and customer experience.
Agriculture has been another area of exploration, driven partly by my father’s passion for innovation. We started with a large mango farm and have since explored different models, including hydroponics, aquaponics and sustainable farming practices. We are still experimenting and learning, but we see opportunities in connecting agriculture with our restaurants and Fiji’s broader food ecosystem.
Within retail itself, we also evolved significantly. Initially, our main customers were tourists looking for handicrafts and souvenirs. However, as we entered garment production and expanded our clothing offering, we realized there was a significant opportunity in the domestic market. Today, fashion and lifestyle products represent a major part of our retail business.
This diversification was also important because Fiji’s economy is closely linked to tourism, and tourism can be affected by external shocks, whether natural disasters, global events or other disruptions. Building a stronger domestic customer base helped create resilience.
Today, depending on the location, Jacks operates more like a department store, offering fashion, sports apparel, Indian ethnic wear, jewelry, handicrafts, souvenirs, beauty products, perfumes and wellness items.
2. Tourism is central to Fiji's economy, and Jacks sits at the intersection of the visitor experience. How does the group see its role in shaping how travelers experience Fiji, from duty-free shopping to hospitality and tourism services?
We have never really been a traditional duty-free retailer focused on imported luxury products or alcohol. Our roots are very different. We started as a handicraft retailer, helping visitors take home something that reminded them of Fiji and their experience here.
That mission remains the same today. While the business has diversified and evolved, our guiding principle is how we share Fiji with visitors.
A hotel experience is obviously the first and most important part of a traveler’s journey. That is what they will remember most. But there is also the question: when they return home, how will they remember Fiji? What can they take with them? What can they share with their family and friends?
That is where we play a role.
Our mission is “proudly sharing the Fijian spirit.” That captures what we want to achieve.
A good example is handicraft. Visitors may experience Fijian culture through a kava ceremony at their hotel, but they can also bring home a traditional object that tells a deeper story about Fiji.
A tanoa, for example, is not just a product. It has cultural meaning and a history behind it. The tanoa we sell come from the Lau Islands, where generations of artisans have practiced traditional wood carving.
We maintain direct relationships with these communities. The process begins with the craftspeople in the islands, and then the products are finished and enhanced by artisans on the mainland. Some of these relationships go back generations, my father worked with the parents of some suppliers, and now we work with their children.
That authenticity is incredibly valuable today.
3. The number of U.S. visitors to Fiji has been growing, particularly from California and the West Coast. What are American travelers looking for, and how has Jacks adapted its offering to meet those expectations?
Travelers today are looking for authenticity and uniqueness. They want something genuine from the country they are visiting.
Many products around the world are mass-produced, and there is certainly a place for those items, but visitors increasingly want products that reflect local culture, local values and local creativity.
The question we ask ourselves is: how do we continue telling an authentic Fiji story?
Recently, we opened an art gallery in our Nadi store, featuring work from local artists. The idea is to make Fijian art more accessible, provide a platform for artists and offer visitors something completely unique.
We are also working with local producers wherever possible. One example is our partnership with Civa Pearls.
Fiji has a very small pearl farming industry compared with places like French Polynesia, but the pearls produced here are incredibly special. They come from the same oyster species as Tahitian pearls, but Fiji’s waters create completely unique colors, including gold, pink and blue tones.
We are proud to provide market access for local producers like this.
Another exciting project is our work with Fiji Mabe pearls, which are half pearls. Through partnerships with communities around Fiji, the Ministry of Fisheries and an Australian-supported research program, we are helping develop a commercial opportunity for remote communities.
The idea is to create products that are uniquely Fijian while also creating economic opportunities beyond the traditional tourism centers.
4. Why is the American visitor particularly important to your long-term strategy?
The American customer is very important for Fiji. From our retail experience, we see that American visitors often have strong purchasing power, but beyond that, they are looking for experiences that are unique and meaningful.
Because Fiji is a longer journey for American travelers compared with visitors from Australia or New Zealand, they are often looking for something more exotic and memorable.
They know what they want: authenticity.
There is no point trying to compete with products that are easily available in the United States. The opportunity is to offer something they cannot find anywhere else, something genuinely connected to Fiji.
That could be through our restaurants, our retail stores, our products or the overall hospitality experience.
Ultimately, one of Fiji’s greatest strengths is our people. The warmth, friendliness and genuine hospitality of Fijians is what differentiates the country.
Retail is often the final part of the visitor journey. The hotel experience, food, wellness and activities are what initially attract people to Fiji. But when they are preparing to leave, we have the opportunity to help them take a piece of Fiji home.
5. Authentic Fiji-made products and local craftsmanship are a big part of what sets the shopping experience apart. How does Jacks support local artisans, and why does showcasing Fijian cultural heritage matter to the brand?
Supporting local artisans is about creating direct access to markets. We buy directly from craftsmen rather than through wholesalers or intermediaries.
We work closely with them, provide feedback from customers and support them wherever we can. It is a very hands-on relationship.
Showcasing Fijian cultural heritage matters because travel is about experiencing something different. People do not travel across the world to have the same experience they can have at home.
For example, our bula shirts are a great expression of Fiji’s identity. Similar to the Hawaiian aloha shirt, they combine fashion with local creativity and storytelling.
We are also launching a Design Fiji initiative, where local designers will have the opportunity to create designs featured on our products. Selected designers will receive recognition and royalties from their work.
It is about connecting with creative talent across Fiji and giving people opportunities to share their ideas with the world.
6. Sustainability and corporate responsibility are increasingly important to travelers and communities alike. What does responsible business look like in practice, from sourcing to environmental practices?
Responsible business starts with how we work with people. When sourcing locally, we aim to build collaborative relationships, listen to suppliers and ensure that artisans receive fair value for their work.
Sustainability is also increasingly important. Traditional Fijian handicrafts often use vesi wood, a native hardwood that has become more difficult to source.
We have started supporting replanting initiatives to help ensure that these resources are protected for future generations.
Ideally, every community involved in harvesting natural resources should think about regeneration and sustainability. While we do not control every stage of the supply chain, we want to contribute positively and support initiatives that protect Fiji’s natural heritage.
7. Looking ahead, what does the future hold for Jacks Fiji? Can you share your expansion plans and long-term vision?
Over the last two or three years, we have really refocused on our mission: “proudly sharing the Fijian spirit.”
As a family business, there are always new opportunities and ideas, but this mission helps us decide what truly aligns with who we are.
The projects that excite me most are those that bring Fiji’s story to life, whether that is Design Fiji, Fiji Mabe pearls, local art or unique product development.
The goal is to create experiences that make people stop and think: “This is something I cannot find anywhere else.”
That comes through product design, branding, storytelling and customer experience. It also comes through our people. We want our employees to be happy and authentic because that genuine warmth is one of Fiji’s greatest strengths.
Looking forward, we want to continue improving how visitors experience Fiji, not only through hotels, but also through tours, activities, restaurants, wellness and retail.
Fiji has so much to offer. The opportunity is to make those experiences more accessible and better connected.
When visitors come here, I would encourage them not only to enjoy their resort but also to take time to explore the country, meet people and discover everything Fiji has beyond the hotel.
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