Carving a legacy: ‘It’s taken a village to get where it is’

JS Carvings has gained widespread attention for its unique designs and craftsmanship, with its most popular product being the 21st Keys.

With over 45,000 followers across its social media platforms, JS Carvings has become a cultural and creative powerhouse, inspiring a new generation to reconnect with Pasifika traditions through art.

Jim Filiva’a Stretton, owner and master carver of JS Carvings, shared his humble beginnings during an interview with PMN Samoa host Auimatagi Lesā Metitilani Alo.

“I think if I’m being truthfully honest, the thing that made me want to embrace carving and pursue it further as a business was just as a means to provide for my family.

“The most important thing to me is just being able to support my family.”

“When I found out that this gift of carving was able to produce fruits that I could support my family with, I think that’s what really made me want to take off and pursue this even further.”

Stretton has been carving for over 15 years and credits his father as his inspiration.

“The inspiration came from my father, who is a master carver himself.

“Growing up, I always wanted to be like my dad.

“My dad used to work three jobs just to provide food for us. Although we were never rich, we always had food on the table, and we were always taken care of and that was through my dad’s hard work.”

JS Carvings started from a small favour to a friend who wanted a 21st key, and Stretton soon realised the potential of his craft as more people began to show interest in his work.

What began as a humble side hustle has now grown into a thriving business that produces intricate pieces reflecting both cultural heritage and artistic excellence.

“We’re a bit busier now … we’re doing things that we never thought we would be doing,” Stretton shared.

The carving business remains true to its brand and inspiration, named after Stretton’s father, who is also named Jim Stretton.

“Because the inspiration for this carving journey came from my father, I wanted to name it after him, too.”

JS Carvings popular product are the 21st Keys. Photo/Facebook/JS Carvings.

“I’m named after my dad. My dad’s name is Jim Stretton. My name’s Jim Stretton and my son, we’ve also named Jim Stretton.”

Stretton’s passion for Pasifika art and culture continues to be a pillar of his work.

“Every time I saw carving, every time I saw my dad’s carvings or anyone’s carvings, it just always stood out to me as a unique form of art, especially for Pasifika.

“Historically, our people, we’re amazing carvers…that’s how we build our boats to navigate these oceans that we now call home, and we engrave these beautiful depictions on them.”

Despite the joy his work brings, Stretton admits to the challenges that come with running a business.

“From a business point of view, the most challenging part for me that I still struggle with is when you get taken advantage of and ripped off by your own people.”

While JS Carvings is his full-time passion, Stretton also works full-time at Le Va Pasifika, where he supports and empowers the wellbeing of Pasifika communities.

Stretton and his wife Naomi and child. Photo/Facebook/JS Carvings.

“I believe that there is so much power in our indigenous practices and our indigenous knowledge.

“I’ve been working in the Pacific mental health space for over five years now, and one thing I’ve learned is the power of our cultural identity and the more we connect with our cultural roots, the better it is for our overall wellbeing.”

Stretton remains humble and steadfast in his commitment to his family and acknowledges the support of his wife, Naomi Stretton, former Miss Sāmoa New Zealand 2016, who has been instrumental to his carving business and passion.

“She carries so much at home for me to do my full-time carving at home.”

With their two beautiful children – son, who is 2 and daughter, who is 1 – Stretton expressed gratitude for his family.

“None of this wouldn’t have been possible without the support of my family at home and my parents.”

“It’s really taken a village to get where it is.”

As JS Carvings continues to thrive, Stretton welcomes anyone interested in his workshops to sign up to learn more about creating wood carvings from scratch.

JS Carving Workshop will take place next Saturday. Photo/Facebook/JS Carvings.

“If I can host these workshops and give people a chance to connect with their culture and possibly have the opportunity to spark their interest into any of our other upcoming Pasifika creatives, that’ll be amazing for me.”

The JS Carving workshop will take place next Saturday, 18 January, from 10am to 1pm in Pukekohe.

The general admission fee is $108.37.

For more information on the workshop, click here.