Clayton Chang, known by customers as “Uncle Clay,” and his nephew and co-founder Bronson Chang recently announced their sole shave ice shop in ‘Āina Haina Shopping Center on Oʻahu will close Monday, Feb. 24.
“It’s going to be very emotional closing the doors one last time and handing over the keys with Uncle Clay,” Bronson told Aloha State Daily.
“But there was something so special about Uncle Clay’s House of Pure Aloha in ‘Āina Haina,” he continued. “I think it’s its sense of place and embodied history. You can feel the spirit of Uncle Clay as a child dreaming of owning Doe Fang there. You can feel the actual history that could only be built over time through the hundreds of thousands of guests who walked in and out of those same doors – and experienced Pure Aloha.”
Uncle Clay’s House of Pure Aloha, or HOPA, was launched by the pair in 2011 in the same spot that previously housed crack seed shop Doe Fang.
Uncle Clay grew up in the ’60s riding his bike with his siblings around the neighborhood and as a child, he envisioned owning that store he frequented often. In June 1996, he purchased the beloved mom-and-pop shop and became its fourth proprietor, fulfilling his dream.
But carrying out his dream would come at a cost. Ten years into the business, Uncle Clay chose to refinance his home in Hawaiʻi Kai to help it stay afloat, what he described as “a tremendous leap of faith. I followed my heart to keep my dream alive.”
This was not an easy decision for Uncle Clay because his keiki and ʻohana always came first.
After nearly 30 years, HOPA’s physical location will shutter due to an “increasingly unsustainable” business model, its co-founders Uncle Clay and Bronson announced Feb. 7.
“Above all, what’s most important to know is how we decided: the decision came patiently, mindfully, and prayerfully,” Bronson said. “So once this difficult decision was discerned, it was ultimately easy to accept.”
Over time, he said his “faith has grown immensely. I am grateful for God’s grace and gifts.”
Bronson told ASD, “Letting go is hard but necessary. … One of the things I’m most proud of is how we were able to create the opportunity for others (more than 100 team members since 2011) to experience the joy of serving sweets and Pure Aloha – in the same way that transformed Uncle Clay first, then me.”
One goal for the nephew-uncle business partners right now is to help as many people experience “a sense of closure and completion” at HOPA. Community members can expect to see them serving shave ice alongside their team, sharing stories, taking photos and more.
To their supporters, whom they refer to as guests – kama‘āina and visitors alike – Bronson said, “You all made this possible. From the bottom of our hearts, mahalo nui loa for being part of this incredible journey. May we come together to complete this chapter with love, gratitude, and joy, and carry the spirit of Pure Aloha into the future.”
Defining Pure Aloha and its legacy
According to Uncle Clay, Pure Aloha means pure love. He describes it this way in the book manuscript, “When someone gives out love, aloha, from their heart, it’s given out from a very pure, sacred place within one’s heart to another, be it words or be it actions.”
In 2023, Bronson and Uncle Clay embarked on a journey of sharing their story with Hawaiʻi and beyond.
“I am consistently moved to tears reading our old ‘Pure Aloha Journals,’ or guestbook, that inspired this project,” Bronson said. “The stories and expressions that come out of HOPA after interactions with Uncle Clay are so beautiful, and so I hope we can capture more of these collective experiences and expressions, then produce and publish a commemorative book this year.”
Their "One World ‘Ohana" story project is still under development, though the target release date is this fall. Uncle Clay and Bronson hope to raise about $8,000 to cover book costs.
Bronson said, “It will depend how much support we can get with completing it and are open to donations and volunteer help.”
In the long-term, Bronson is “excited to patiently allow Pure Aloha possibilities to unfold – it will honor the history and spirit of these past decades.”
“I’m really hoping we can move beyond inspiration towards empowerment. I want to keep exploring the mission of HOPA beyond 'House of Pure Aloha' into 'Hawaiʻi, ʻOhana, and Pure Aloha'. I hope whatever we do next is done with others – in true partnership. I hope to serve the community more profoundly using my unique gifts and without sacrificing my personal or family’s basic well-being.”
In May 2024, Bronson sought to hire a new general manager at HOPA “to stabilize current operations and ignite future growth,” he said at the time. After receiving dozens of applications, they hired Stacey Higashi.
“He was a wonderful servant leader, who heroically led our team and carried our operations for several months,” Bronson said. “We are truly grateful for his contributions.”
HOPA is accepting donations “to help us responsibly close our business,” he said. “Since our announcement, we’ve received over $1,000 from a dozen donors. We are so grateful for it."
Uncle Clay turns 77 in March and plans to retire. For those curious about his health, Bronson noted, “He's had ongoing challenges with his eyes for seven years, but otherwise he is vibrant and healthy.”
Ways to say ‘aloha’ to HOPA
-Service with a smile: Uncle Clay and Bronson will be joining their team in serving guests shave ice until the store closes on Feb. 24. More details can be found here.
-Community celebration weekend: On March 1-2, Uncle Clay and Bronson will be at HOPA to celebrate closing this chapter with the community. Attendees can expect to hear stories and live music, and, of course, some shave ice. Book pre-sale orders can also be made here.
Weekend celebration details: Saturday, March 1; 10 a.m. to 4 p.m. | Sunday, March 2; 10 a.m. to 3 p.m.
-Story project: Share your expressions of Pure Aloha here.
-Continued support: "We’re fundraising to help us close this chapter responsibly and move freshly forward into the next chapter of our lives and Pure Aloha possibilities with less financial burden from significant existing business debts," Bronson said. "We will be grateful and glad for any amount of donations." To donate, click here.
For more information on the closure and ways to #PureAlohaForever, visit uncleclays.com.
Kelsey Kukaua Medeiros can be reached at kelsey@alohastatedaily.com.
