New Site, Theme For Doe Fang

Alana Folen
Wednesday - February 02, 2011
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Uncle Clay and Bronson Chang

Doe Fang in Aina Haina Shopping Center stands as a landmark in the community and a place where countless people have gathered for a sip of “Magic Icees,” as Uncle Clay likes to call it.

Clayton Chang, affectionately known as Uncle Clay by loyal customers, purchased Doe Fang in 1996 and since then has served customers as if they were family.

Today, Uncle Clay’s nephew and business partner Bronson Chang has joined in the vision of his uncle - one of pure aloha. Together they hope to keep their business going strong and plan to open Uncle Clay’s House of Pure Aloha sometime next month.

They recently launched “The Pure Aloha Campaign” to rally family, friends and the community both here and abroad to invest in their new concept and store through a new, innovative, online “crowd-funding” platform called Profounder.

“We started the campaign last November to raise awareness, build excitement and garner support for our new beginning,” Chang says. “The campaign will go on until our grand opening.

“We launched a Profounder public raise, which allowed anyone from around the world to contribute as little as $50 to help us build our new House,” the Punahou School and USC graduate adds. “Once we start operating, we’ll share a percentage of revenues to pay investors back. If we pay our investors back in time, we’ll then direct this revenue to support our designated nonprofit: Kanu Hawaii. In total, we have raised more than $63,000 through Profounder and our campaign.”

According to Chang, these funds will go to purchasing necessary equipment, including a shave ice machine, two refrigerators, a freezer, tables and stools, to name a few.

As part of The Pure Aloha Campaign, Chang says, individuals also can join in the Pure Aloha movement by making a personal pledge to live “pure aloha.” To date, more than 120 individuals have committed to the campaign via

Uncle Clay’s House of Pure Aloha is set to be a Hawaiian treat shop and social enterprise located within a new 560-square-foot space in Aina Haina Shopping Center. Soon, customers will be able to enjoy more delicious treats like all-natural shave ice homemade from fresh, locally sourced fruits and ingredients.

“The new House is all about truly bringing people together and capturing the magic of Hawaii,” Chang explains. “There will be seating for people to enjoy their shave ice and time together, a prominent wallboard to fill with pictures of ohana and hopefully our old Doe Fang wood sign for nostalgia.”

The Chang duo also will be introducing a new concept called “Pure Aloha Coins,” in which customers will be given coins with every purchase to drop into jars representing various nonprofits. According to Chang, philanthropy is of the utmost importance: “As our business improves financially, our intention is to increase our level of giving. Over time, we will choose different nonprofits working to raise awareness and collect support for different issues”

To learn more about The Pure Aloha Campaign:

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