‘Memories on wood’: Tribute Custom Arts carves out space for Pacific creativity

A Sāmoan artist and business owner from Wellington, who is carving out a space for Pacific creativity through his family-run venture, Tribute Custom Arts (TCA).

Located in Wainuiomata, TCA specialises in handcrafted wooden artworks that convey personal stories through unique Pacific designs. The business offers creations such as 21st keys, wood prints, and handcrafted trophies.

Speaking with Island Time host Tofiga Fepulea’i, TCA founder LJ Tanielu says he founded the business during the Covid-19 lockdowns in his Wainuiomata garage. He decided to turn his lifelong passion for art into a business that could support his family and inspire others.

“I've been blessed with this gift from God to create art. It’s what we do with our gifts that determines how we make an impact in the world. For me, especially in the culture, I wanted to make this an encouragement to other creatives, especially young ones who are coming up now,” Tanielu says.

Customers can request custom-made pieces by sharing their stories or ideas, which Tanielu then turns into a design draft. Once approved, he hand-carves the piece before delivering or couriering it.

His work is deeply connected to Pacific identity. Tanielu was born in Lower Hutt but grew up in Sāmoa before returning to Aotearoa to support his family. For Tanielu, his art is also a way to share Pacific culture with wider audiences.

Listen to LJ Tanielu’s full interview below.

“You want to create something that will not only catch their attention, but make them curious and ask about the culture. It’s a chance to share our culture, our heritage, the reasons why we value it and why we appreciate it so that they can appreciate it as well.”

Some of the most meaningful pieces Tanielu has created are commissions that families find personal and prefer not to share publicly. His work goes beyond just promoting his craft.

“I'm telling their story, with the tagline that I normally use [being] ‘memories on wood’. I'm putting your memories on wood, this is for you. And if you're okay with it, yes, I'll post it. But I know it's special when they get the feedback and they say ‘thank you’. They appreciated it and the family loved it.”

Reflecting this sentiment-centred philosophy, Tanielu picks a piece he made for his wife as his “most special one”.

“One Christmas, I didn't plan anything, I didn't buy any gifts and I decided I'll make something. It was a woodprint of her and our son when he was a baby. So that was really special.”

Tanielu’s advice for young Pacific creatives is simple: share your talent. He sees Pacific people as naturally creative and encourages youth to use their gifts.

“If you have the gift, it’s a waste if you just keep it to yourself. You’re just benefiting yourself, but not others around you. I want to inspire the kids growing up now with the same gift as me, but they're too shy or don't want to put themselves out there.

“I want them to see this dude from Sāmoa, Wellington and [Wainuiomata] and he's trying to use this to benefit others. Otherwise, I'm just benefiting myself.”

Tribute Custom Arts uses Instagram as its main selling platform, but Tanielu is also active on Facebook, TikTok, and his website.