Young Samoan Entrepreneur: From Passion to the Miss Samoa Stage

By Jeannie Penehuro/

Apia, SAMOA – 16 September 2026 – Maiava Jocelynette Tafisi Leilua, known as Jossy, has turned her love of Samoan culture into an inspiring achievement.

At just 24 years young, she recently showcased her business, Jossy’s Tuiga (the Samoan traditional headdress) on the prestigious Miss Samoa stage.

Jossy’s journey began in 2024 when she joined the Anofale Program. It was there she first learnt how to craft a tuiga.

Her passion for her culture grew stronger with each new skill she learnt. Inspired by her experience, she started Jossy’s Tuiga as a side business to share her cultural heritage and support her family.

Her dedication paid off when she was invited to display her tuiga collection on the Miss Samoa platform.

According to Joycelynette, the invitation came unexpectedly from the event’s director, I’oimataopunialava’a Vaito’a Toelupe.

Despite the short notice, Jossy put her heart into preparing her collection.

Jossy’s Tuiga Line “Lauao a Tinousi” made it to the Miss Samoa Stage, the Tuiga Sai (traditional assembled headdress) worn by female line-up and a Tuiga Pulou (modern pre-made hat-like headdress) worn by men’s line-up. The 2 tuiga’s represent two different generations of the sacred Samoan ceremonial crown.

“It wasn’t easy, but I poured my heart into it. That moment reminded me why I started. Each tuiga carries a story and sharing that story on such a stage was unforgettable,” she stated.

Sharing her work on such a stage showed her the importance of trusting her process and staying true to her roots.

During the event, Jossy also named her Tuiga line “Lauao a Tinousi” to honor her late grandmother, Atanoa Niuula Leilua, the Taupou of Siumu.

Her line-up presented 2 different types of tuiga: A Tuiga Sai (traditionally assembled headdress) which was worn by her female line-up and a Tuiga Pulou (modern pre-made hat-like headdress) worn by the men’s line-up.

The two different types of tuiga’s represent two different generations of the sacred Samoan ceremonial crown.

Her grandmother’s strength and leadership is a constant source of inspiration.

“Naming my line is about carrying forward the legacy of my grandmother and my family,” she emphasised.

It is also he way of honouring and celebrating the women who paved the way for her and her community.

Jossy’s appearance at Miss Samoa marked a proud moment for her business.