About Us
Talofa lava and Warm Pasifika Greetings!
I’m Loriana Serah Devoe-Laulala — born and raised in Samoa, wife, and proud mum to my three boys, and the heart behind Loriana’s.
My name carries the legacy of two remarkable women — Loretta Schmidt of Safotu and Taiana Ekeroma of Tufuiopa and Vaimoso — whose strength, elegance, and values continue to guide me every day.
I was blessed to be raised by entrepreneurial parents who ran their own businesses in Samoa. Growing up surrounded by creativity, culture, and hard-working hands, I discovered my passion for designing garments and creating beautiful pieces. There is no greater joy than seeing my work appreciated and watching our people feel confident, proud, and connected to their identity.
Starting Loriana’s in New Zealand came naturally — this journey was written in my heart from the very beginning.
Our Story
Loriana’s is more than a name — it’s a legacy. 💛
Our journey began in Samoa in 2007, when my amazing mother, Serah, created the brand and named it after me, the youngest of our family. What she started with love has now become the foundation of everything I do today.
Fast forward to 2019 — I was navigating life as a wife to a professional athlete and a full-time mum, trying to find my place. With a Business and IT degree, I felt unsure of where I belonged. Then one day, everything shifted.
During the COVID-19 pandemic — a time when starting a business felt risky and uncertain — I stepped out in faith and took the leap. From a small space in our Hamilton home, I began creating again. Designs flowed, passion returned, and piece by piece, Loriana’s was reborn.
What started as a humble side hustle has grown into a thriving online store and our beautiful new showroom — all built from the heart, with culture, family, and purpose.
“Many are the plans in a man’s heart, but it is the Lord’s purpose that prevails. Proverbs 19:21"
When you honour what God has placed within you, your passion begins to lead you toward your true purpose. Keep fuelled, keep faithful, and trust that every step is guided. 🌺✨
Our Philosophy
At Loriana’s, everything we create is guided by culture, family, and faith. Our purpose is to design beautiful island-inspired pieces that uplift, empower, and keep our people connected to their Pacific heritage — no matter where in the world they may be.
Grounded in family and inspired by the strength of our ancestors, every piece is created with alofa and carries the values passed down through generations. Each item is made in small batches, crafted with care so you feel uniquely seen and celebrated.
We remain true to the Samoan spirit of giving back and honouring where we come from.
“E lele le Toloa, ae ma’au i le vai” — no matter where life takes us, our hearts will always return home. ✨🌺
Tips from Loriana for Starting a Business
• God first — trust in His plans, and the blessings will always follow.
When you place Him at the centre, everything unfolds in its perfect time.
• Lead with passion.
If you don’t have the passion to start something, don’t force it. Passion will always guide you toward your purpose — and when purpose aligns, everything works out.
• Own your hard work.
Celebrate the small wins, stay grateful, and don’t sweat the small stuff. Progress is progress.
• Serve with intention.
Don’t assume everyone already knows about Loriana’s. Serve your customers with purpose, kindness, and excellence — that’s how good word spreads.
• Never stop learning.
There’s always something new to improve, refine, or master. Be open to growth, seek advice, learn from mistakes, and surround yourself with people who lift you higher. Every lesson becomes part of your strength.
• Enjoy the journey.
It’s not always glitz and glamour — and that’s okay. Take a moment, breathe, step back when you need to, and if a little cry comes, let it out. Then get back up and keep going. You were made for this. 🌺✨
Fa'afetai tele lava for your support. Very grateful xx
Loriana xx