The Art of Making
AriLei Couture
Like Chanel with its timeless quilting, Gucci with its signature stripes, or Louis Vuitton with its iconic monogram — the fashion house AriLei Couture is defined by bold florals, regal detailing, and designs perfectly contoured to the curves of a woman.
As we sat with the ladies behind AriLei, there was a sense that the story we were about to hear would carry weight, that it would ask us to listen deeply. We arrived prepared to learn about The Su’isu’i, the seamstress, but soon realised this was much more than a story about a craft. It was, in essence, a story about the many roles of Pasefika women, told through one woman’s life.
Taupule Taufao, the founder of AriLei Couture, is not only a designer but a custodian of stories woven through family, faith, and community. Her journey is a portrait of the Samoan woman, one who moves fluidly between roles of wife, mother, and entrepreneur. Each title, worn with grace, strengthens the other.
Her honour for her husband and her dedication to her family do not stand in contrast to her ambition; they give it form. They ground her vision in love and service, shaping a brand that is as much about legacy as it is about luxury.
What becomes clear, as Taupule speaks, is that every hat she wears, whether at home, in the atelier, or within her village, is worn for a purpose greater than herself. AriLei is not only built for her daughters, but for a stronger, more connected future for her community.
For Taupule, to make is to care, and to lead is, first and always, to serve.
Taupule Taufao
How did AriLei Couture start, and how did you get into sewing?
It’s amazing to look back on life and see the small steps that have led to this moment right now. I never guessed when my mum was teaching me how to sew pillow cases and curtains, I would one day own my own fashion house.
My passion for sewing island wear was a very gradual journey. In 1985, my husband moved us and our two young sons to Noumea, New Caledonia, for his job. We were these two young people moving to a place that didn’t even speak English, let alone Samoan. I remember my parents were so angry because my husband had decided to take their daughter and grandsons to a strange land with no family. Just out of boredom and having nothing else to do, my dear Tongan friend, Vaka, taught me how to sew islandwear like mu’umu’us. She was patient and generous with her knowledge and I’ll always be grateful for that.
After years in New Caledonia, my family relocated again to the Solomon Islands, this time with a newborn daughter. In the Solomons, I really worked on my craft and discovered the art of printing i’e lavalavas (sarongs). From here I began supplying to a few local hotels. Of course, as a Samoan woman, my love for bold prints, vibrant colours, and floral designs that reminded me of home came naturally. But even then, I was still on a journey to discover the distinct style that has now become the essence of AriLei Couture.
In 2015, my youngest daughter won Miss Samoa and I moved to Samoa with her. There are many ups and downs that come with the journey but one of the biggest challenges was her wardrobe because a lot of it was self-funded. So to save us money, I decided to sew most of her puletasi’s and dresses.
Over time, friends and family began asking where my daughters and I got our dresses. I didn’t think much of it at first, I was just making clothes we loved. But after my daughter’s year as Miss Samoa came to an end, I saw a chance to turn my passion into something more. From there, I entered the fashion market and in 2017, I officially established AriLei Couture doing all printing and sewing myself from my own home in Alafua.
It’s been a journey of love, resilience, and creativity and I’ve not once looked back.
Where does the name AriLei come from?
AriLei is a blend of my two daughters’ names — Leilani (my eldest) and Ariana (my youngest). Growing up, they were my original models and little mannequins, always dressed in whatever I had sewn for White Sunday or special occasions. Whether they liked it or not, they had to wear it. They love it now though and have been very supportive since the beginning of AriLei, and they continue to inspire many of the designs you see today. AriLei is also a tribute to them and the journey we’ve shared.
What does the brand mean to you and your family?
The brand is a way for me to showcase my family’s identity. It represents everything they mean to me; beauty, provision, colour, and my biggest blessing. Through AriLei, I get to celebrate our heritage, our stories, and the vibrant spirit of our culture.
There’s a well-known Samoan saying, “E lele le toloa ae maʻau i le vai”, “The toloa may fly far, but it will always return to the water” meaning no matter where life takes us, we will always find our way back to where we came from. After nearly forty years away from Samoa, I knew in my heart that I wanted to do something meaningful for the land and people that inspires me, something that felt like home. AriLei Couture is that something. It’s still run out of my home. It’s my way of giving back, of honouring those who have passed on this knowledge to me, and of creating beauty that speaks to who we are not only as Samoans but as Pacific Islanders.
As a designer, where do you draw inspiration from for your collections and designs?
When I reflect on how God created me and the purpose He gave me, I think first, He made me Samoan. That identity is at the heart of everything I do. Just like our culture and traditions, my inspiration comes from everyday life, the experiences that shaped me, the people in my community, our environment and the creativity of others around me.
Every design carries a piece of our story is how I look at it. AriLei Couture is our way of expressing through fabric, colour, and form.
Leilani & Ariana Taufao
What is it like to work with Mum and build your family business together?
It’s truly a blessing to work alongside Mum and help build our family businesses together. Who better to learn from and gain hands-on experience than your own parents and for AriLei Couture, it’s our incredibly talented mother.
Mum and her team never cease to amaze us with their creativity and the love they pour into every piece they create.
Lani leads our online marketing, while Ana is now based in Samoa with Mum and Dad, supporting the day-to-day operations. We see ourselves more as the support crew, and the way the AriLei team works in harmony makes our “job” so much easier. We receive so much love from the fashion shows and pageants we sponsor and that’s all a testament to how hard the team works, their passion and deep love for their craft.
Mum makes sure everyone involved shares into the dream, from the printmakers to the sewers all the way through to us and we’re proud to be a part of it.
Taupule wears many hats — wife, mother, seamstress, designer, businesswoman. What have you learned watching her build a career that serves not only her family but also the wider community?
Mum is truly our inspiration. What we admire most is that she leads by example. She shows us what hard work, dedication, and faith look like in action. Watching her build and sustain a business in Samoa has taught us that it has always been, and always will be, about serving others and staying grounded in your values.
Even before AriLei Couture, we’ve always watched her lead with a spirit of service and boldness. One of AriLei’s core goals is to shine a light on our incredibly talented but often underrated local creatives. All our sewers and printers are Samoan, mum has always made it a point in the business to foster local talent. One of the ways AriLei does this is our sewing workshops we run in rural villages. It’s all about passing on knowledge to anyone eager to learn.
Mum instils all these values in us while always honouring the head of our family, our dad. Her ability to navigate all the hats she wears is a true testament to her faith. Everything works together because her faith is the one thing that remains unwavering and grounded.
What do you hope other young women feel when they wear AriLei?
When someone wears AriLei, our hope is that they recognize their beauty has always come from within. Just as our mum honours being Samoan first, we want every client to celebrate their Pacific heritage. That they feel confident, and deeply connected to who they are and where they come from. Our services are rooted in love, culture, and purpose. Every piece is born from these values, and every wearer carries them forward.
To see more of their work and stay connected, follow AriLei Couture on Instagram or Facebook.
Photography by Marianna Jakubiková