{"id":3122,"date":"2026-04-06T23:46:51","date_gmt":"2026-04-06T23:46:51","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=3122"},"modified":"2026-04-06T23:47:01","modified_gmt":"2026-04-06T23:47:01","slug":"kilohana-lighting-has-changed-how-it-sells-lighting","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=3122","title":{"rendered":"Kilohana Lighting Has Changed How It Sells Lighting"},"content":{"rendered":"\n

Susan Irie sells \u201clighting you can feel,\u201d which means she focuses on the effects of good, functional lighting in a space as much as the aesthetics.<\/strong><\/p>\n\n\n\n

Kilohana Lighting used to display lighting like most other showrooms \u2014  with many fixtures hanging from the ceiling, covering the walls, and on displays. However, over the past decade or so, showroom owner Susan Irie has turned the typical showroom ethos on its head.<\/p>\n\n\n\n

Located in L\u012bhu\u2019e, the second-largest town on the Hawaiian island of Kaua\u2019i, one could assume that Kilohana Lighting<\/a> would not have much competition due to its remoteness. However, it faces many of the same challenges as showrooms in the continental U.S. For example, there are seven Home Depots and four Lowe\u2019s stores throughout Hawaii plus a handful of smaller electrical supply houses and national distributors such as Graybar, CED and Sonepar\u2019s OneSource. And, of course, there\u2019s the internet.<\/p>\n\n\n\n

Just like their counterparts on the mainland, homeowners in Hawaii do not realize the significance of purchasing quality lighting \u2013 even for multimillion-dollar homes outfitted with ultra-luxury materials \u2013 and, as a result, will choose products that do not illuminate their spaces well. Sometimes the reason for that is budget, but more often than not, it\u2019s because they don\u2019t know what their lighting needs are and the difference good lighting can made.<\/p>\n\n\n\n

Irie\u2019s mission is to save homeowners and contractors from unwittingly making those mistakes by educating them.    <\/p>\n\n\n\n

How it started<\/strong><\/p>\n\n\n\n

Irie came to Hawaii in 1992 on her honeymoon with her then-husband, an electrical contractor. The day after they arrived, a Category 4 hurricane (Iniki) devastated the island of Kaua\u2019i, where they were vacationing.<\/p>\n\n\n\n

\u201cIn an effort to pitch in and help, we became immediately involved with the community. Having just married with no real roots established, we decided to start our planned electrical contracting business on Kaua\u2019i,\u201d Irie recounted. After experiencing the difficulty in sourcing ceiling fans and lighting, she eventually established a business as a distributor. That endeavor became Kilohana Lighting.<\/p>\n\n\n\n

Learning the electrical business from her husband, coupled with her own education in economics and finance, was a skillset that made Irie\u2019s perspective unique. In an interview with the Midweek Kaua\u2019i<\/em> newspaper back in 2016, Irie described her business then as \u201ca lighting showroom, a lighting service center, a lighting design center, and a lighting educator.\u201d In that regard, her mindset has not changed \u2014 but her showroom\u2019s aesthetic has.<\/p>\n\n\n\n

Irie\u2019s passion for lighting and the science behind it is what drives her work. The typical lighting lab is usually one small room with recessed on the ceiling \u2014 and not all lighting showrooms even have a lighting lab, she pointed out.<\/p>\n\n\n\n

\u201cTo me, that\u2019s not really what a lighting lab should be,\u201d she said. \u201cAs I was getting deeper into my lighting education, I realized that I\u2019d have to spend hours teaching people our lingo \u2013 such as Kelvin temperature, ambient lighting and indirect \u2013 all of these general technical terms we need to use in order to discuss a customer\u2019s space and the ways we can illuminate it, not to mention the concept of painting with light. And unless you study lighting, you just don\u2019t know. It\u2019s not a normal conversation that people have. There\u2019s nothing intuitive about it unless you are one of those five percent of people who happen to be very sensitive to light and understand direction, reflection, glare, and those types of things.\u201d <\/p>\n\n\n\n

A light bulb moment<\/strong><\/p>\n\n\n\n

Irie came to realize that she had \u201coverbuilt\u201d her showroom 30 years ago,  especially considering how people are shopping for lighting today. \u201cThe showroom was big, and it was taking all of my energy and time to keep it merchandised,\u201d she explained. \u201cI\u2019m on an outer island; I am not in O\u2019ahu [the main island]. I don\u2019t have the kind of foot traffic that would make my time and energy worth it. I could have half a million dollars in fixtures on my ceiling, and it wouldn\u2019t matter because nobody ever wants to buy what is on display. And, more importantly, when people are shopping online \u2013 and they all do \u2013 there are unlimited choices on the internet. With the sheer number of products on a website \u2013 and most of those images just show a product by itself and not the environment it is for \u2013 there is no way to shop successfully for architectural-type lighting unless you are a lighting designer. I have to engender enough trust with customers to be able to understand the price point they\u2019re at, and<\/em> their design sensitivities, so that I can marry their needs with their budget and find product that can deliver.\u201d<\/p>\n\n\n\n

Instead of customers coming in to look at fixtures or ceiling fans to buy, their conversations at Kilohana Lighting tended to be more about solving a lighting challenge in a residential or commercial space. That realization led to the change in how Irie re-imagined her showroom.<\/p>\n\n\n\n

\"\"
In this demonstration room, marked \u201cTechnology of Light,\u201d various types of lighting are<\/em> delineated by category. <\/em><\/figcaption><\/figure>\n\n\n\n

\u201cI started thinking, \u2018Ok, things [in our part of the industry] are very much going linear strip \u2013  which we\u2019re really good at \u2013 and maybe just 10 percent of our business is in decorative lighting. We essentially have a high-end lighting specification business with a fan shop,\u2019\u201d Irie recounted. \u201cWe are specifying a lot of architectural lighting and we\u2019re still doing a lot of track because we also have commercial clients who own shopping centers and they continuously make tenant improvements. So these cute little stores come into these shopping centers and when I look at their spaces, I realize that the only way for us to get the lighting effect they want is through a track system. Once we track their ceiling, we can hang lights, have track heads, or suspend some indirect lighting.\u201d<\/p>\n\n\n\n

To make the clients\u2019 decision process easier and more collaborative, Irie decided to set aside 2,000 square feet of her showroom space to create demonstration rooms for showcasing various lighting effects and techniques. Her mission is \u201clighting you can feel\u201d \u2014 and by that she means selecting lighting that evokes a human response, whether it is a warm, romantic feeling for a restaurant, a cozy atmosphere in a residential home, or an upbeat shopping vibe for a retail boutique.  <\/p>\n\n\n\n

\u201cThe reality is that nobody was coming into our showroom to look at products,\u201d Irie said. \u201cThey\u2019re talking to us [about solutions] and when it comes to the decorative pieces, we\u2019re sending them to our website to use as a digital catalog where they can see all of the selections available.\u201d<\/p>\n\n\n\n

Another change involved how Kilohana Lighting displayed ceiling fans. In Hawaii, ceiling fans are a very popular category, but Irie noticed a lot of confusion in what consumers and commercial clients assumed about the category. Just as she believes lighting effects need to be experienced, Irie said the same is true for ceiling fans. It\u2019s hard for consumers to tell from reading the number of CFMs (cubic feet per minute) on a box or an online description the amount of breeze they will feel from that particular ceiling fan.  <\/p>\n\n\n\n

\"\"
Every ceiling fan is independently controlled so customers can experience what each model feels like while it is operating.<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cThat\u2019s why we put every fan up on the ceiling,\u201d she said, adding that finding a way to hang each fan so that the blades can spin without hitting an adjacent fan was a challenge.<\/p>\n\n\n\n

All of the remote controls and blade options are mounted on an adjacent wall underneath a decorative sign that reads, \u201cNot all fans are created alike.\u201d<\/p>\n\n\n\n

Irie\u2019s top criteria for the ceiling fans was to show all of the information for each model plus how that data affects how that fan works. Each ceiling fan can be operated separately so clients can feel exactly how each specific fan feels when they are beneath it while it is operating. There is also a section on the wall marked, \u201cControl Issues\u201d that details the possible complications that may occur with various controls and how to troubleshoot them. <\/p>\n\n\n\n

Portions of Kilohana Lighting resemble traditional showrooms, with sections of  outdoor lighting and a display of pendants in various sizes to show scale. But it\u2019s the larger areas for demonstrating lighting effects that are distinctive from other places where consumers, contractors, and specifiers can buy lighting in Hawaii.<\/p>\n\n\n\n

For example, the words \u201cLet drywall be your canvas\u201d  are painted on a wall featuring installations of mud-in recessed channel and other products. A different room showcases well lights, niche applications, downlights, uplights, cove, and track.<\/p>\n\n\n\n

A semi-private conference area consists of a long surfboard table below a large, wall-mounted TV screen. \u201cWe sit with customers at the table, looking at their plans, specifications, or images, and they can look up and see everything we\u2019re doing on the large screen,\u201d she explained.   <\/p>\n\n\n\n

Ready for Impact<\/strong><\/p>\n\n\n\n

Even though Kilohana Lighting might not have the volume of walk-in traffic that a showroom on the mainland might have along a highway, Irie uses the expansive front windows to create a visceral message that her showroom is different from the competition.<\/p>\n\n\n\n

\u201cI change displays often and I make sure that people are able to look, see, and touch the lighting,\u201d she said. \u201cWhen they walk in, I want them to see something unusual right away. My thought process, when ordering for the showroom, is that I\u2019m going to spend money on unique product, regardless of whether it may or may not sell. I want to show people the idea of what\u2019s possible in lighting.\u201d<\/p>\n\n\n\n

Showcasing lighting products and lighting effects that stimulate design ideas or introduces an unfamiliar technology is part of the learning journey for customers visiting Kilohana Lighting.<\/p>\n\n\n\n

\u201cI believe this type of set up is the way the showrooms of the future should be,\u201d Irie stated.<\/p>\n\n\n\n

\u201cNobody in their 30s and 40s wants to come into a showroom to look at lighting. They\u2019re doing everything online. They might want to close the deal by coming in and seeing you, but [shopping online] is where they\u2019re at. We\u2019re okay with being the reason to come into a showroom,\u201d she said. And anyone who walks into Kilohana Lighting is pretty much guaranteed to come out with a deeper understanding of lighting.  <\/p>\n\n\n\n

In one of the demonstration areas, customers experience the room in color temperatures that run the gamut from 6000K down to 1800K. \u201cWe show people that this is very important because this is how your space will feel,\u201d Irie noted. \u201cI have 52 lighting elements in there and they\u2019re all based around lighting \u2018lessons.\u2019 For example, I\u2019ll show the typical four cans and a fan placement in the middle of the room\u2019s ceiling. Then I\u2019ll turn those off and flip another switch, and four cans are lit next to the walls in that same room \u2014 but the space feels very different.\u201d Where the lighting is placed makes all the difference in how that space is perceived.<\/p>\n\n\n\n

Even if the customer can only buy four basic recessed cans, Irie\u2019s mission is to show them that putting those four cans \u201cin a more appropriate place\u201d on the ceiling rather than where the builder or contractor might automatically have them can make all the difference in the functional and emotional enjoyment of that room.   <\/p>\n\n\n\n

\"\"
Approximately 52 lighting effects are compactly demonstrated within this well-engineered space (this view is half of the room).<\/em><\/figcaption><\/figure>\n\n\n\n

Irie is passionate about teaching customers \u201cthe logic and physics of lighting\u201d in ways they can understand by seeing it for themselves. \u201cI show how important it is that we use the reflective surfaces of their space to avoid glare. I show them how to backlight, how we silhouette and do handrails, valances, and step lighting. I\u2019m showing them the tools of the trade,\u201d she remarked.<\/p>\n\n\n\n

For undercabinet installations, the cabinets lift up to show what normally would not be seen by the end-user. \u201cWe show people how it will be installed and how it\u2019s wired to make it simple to understand,\u201d she explained.<\/p>\n\n\n\n

\u201cThese areas allow you to really sell lighting,\u201d she said. \u201cI also display product from a variety of manufacturers so the customers can touch and feel each to get a sense of what they can expect from each brand. There are differences in quality levels, but when they look at pictures online, they might not be able to understand that like they can in person. They might be at a certain price point, but they still need to know a bit more about what they are buying.\u201d<\/p>\n\n\n\n

Kilohana Lighting also has several warehouses throughout Hawaii in order to best service its customers. Its brand new website, which is still under development, is being custom-built to show only products available to Hawaii since Irie knows first-hand the frustration of selecting a product online \u2013 in many categories, not just lighting \u2013 only to discover after it is placed in the digital \u201cshopping cart\u201d that it is not able to be shipped to Hawaii. Irie\u2019s priority is to eliminate that frustration. <\/p>\n\n\n\n

\"\"
Susan Irie owns the building housing Kilohana Lighting. She designed the second floor as community co-working space for small businesses.<\/em> <\/figcaption><\/figure>\n\n\n\n

Ultimately, Kilohana Lighting\u2019s super power lies with its staff\u2019s expertise. \u201cCustomers can buy a beautiful fixture for a value-oriented price, but they need to know that they will be a bit limited in the quality and how it is put together,\u201d Irie explained. \u201cConversely, just because a fixture they see online might cost one thousand dollars doesn\u2019t mean it\u2019s going to last in Hawaii\u2019s corrosive environment. We have to understand and manage the expectations of our customers. We don\u2019t make their buying decisions for them \u2014 we just share all of the information that they should have when deciding on a fixture for their budget, their project, and their aspirations. I think this is the way showrooms should work now.\u201d<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Susan Irie sells \u201clighting you can feel,\u201d which means she focuses on the effects of good, functional lighting in a space as much as the aesthetics. Kilohana Lighting used to display lighting like most other showrooms \u2014  with many fixtures hanging from the ceiling, covering the walls, and on displays. However, over the past decade…<\/p>\n","protected":false},"author":2,"featured_media":3123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":1,"footnotes":""},"categories":[11,391],"tags":[974,972,373,975,973],"class_list":["post-3122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-featured","tag-hawaii","tag-kilohana-lighting","tag-lighting-showroom","tag-showroom-of-the-future","tag-susan-irie"],"yoast_head":"\nKilohana Lighting Has Changed How It Sells Lighting - Lighting News Now<\/title>\n<meta name=\"description\" content=\"At Kilohana Lighting, Susan Irie sells \u201clighting you can feel,\u201d which means she focuses on the effects of good, functional lighting.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lightingnewsnow.com\/?p=3122\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kilohana Lighting Has Changed How It Sells Lighting - 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