Sera's Surf N' Shore

Shopping at Ala Moana Center in Honolulu, Hawaii...I had heard that Sera's Surf N' Shore was going to close soon. As I passed by (on my way to Marshalls), I saw the sidewalk sign that stated that the last day would be 2-27-25, Thursday. Located on the ground level of the mall, on the Mauka (mountain) side, between Lupecia and Jeans Warehouse, "Sera's" is a cozy shop that has been around for a long time. It's sad that they're closing.If you want a local t-shirt, shorts, sunglasses, Aloha shirt, YETI, footwear, etc., take a look! Some items are discounted by 30 percent!

I haven't been to this store in about 30 years. I stopped by as I needed a sturdy backpack. The sales clerk allowed me to choose one and walk behind the counter, something not many stores allow. The sales associate was sweet and friendly. The cashier was very nice and helpful. I'm sorry for not visiting sooner. I LOVE my new beach backpack! Mahalo for the exemplary customer service!!

I've passed by Sera's numerous times but never stopped in as I was a hardcore HIC (Hawaiian Island Creations) fan back in the day. Nowadays they're a store I pass by on my way to other stores in the area. But, an advertisement they had on an empty kiosk caught my eye. The sign stated that they sold the Hi-Life brand of logo wear, a clothing line normally found exclusively at the Butigroove store which is near to Ala Moana Center. Ecstatic, I headed in as I've been wanting another shirt of theirs but didn't want to make a special trip to their store. THE STORE:Sera's has been in their street level location ever since I can remember, and it doesn't look like they've ever renovated the inside. It's a small shop that's filled to the brim with clothing and other surfing-related accessories. As for the Hi Life collection, it was small but I ended up finding a cool-looking dark blue t-shirt with their infamous logo of the Hawaiian Islands branching out like a tree from their name filled-in with hot, molten lava. The bold colors of the red-orange print and dark color of the shirt is very striking. Pricing was similar to the last time I picked up at the actual store, around $25.00. SERVICE:Staff were friendly and helpful. No less than two associates asked if I needed help while I was browsing. Can't get that kind of common courtesy on my home island of Maui!? OVERALL:Don't judge a store by its storefront! They've got a small but nice collection inside.

This store, I believe, is the same one I use to come to back in the day. And, it still looks good. Back then it would be hard to step into because there were so many people. Not true now but I believe this store is just over looked by the other name brand stores on the more popular floors. But, if you look inside they have got a bunch of kewl stuff at moderate pricing compared to everyone else. I haven't bought anything recently, I'm more simple now, but I am so tempted every time I step inside. Go ahead, step inside, give it a look over. I'm sure you'll find something you like. I will not hold it to you to make the purchase. That decision is all yours.

Good place to get t-shirts to bring back home for gifts. Kind of pricey and they tell you anything that is on sale is "final sale" meaning no refunds, so check out your merchandise well before leaving the store.

As a returning customer, I'll FOREVER PASS this place without a second thought in my mind. I've come to this store more times than I can count and have spent tons of money on shirts and spy glasses and we all know they are NOT cheap (But because this is my bf's favorite store to buy local and brand name shirts, I suck it up and pay the prices anyways!) through out the years. However, today? Today's experience totally sealed this deal!! Before I could even step both of my feet into the store, (literally AT THE VERY START OF THE ENTRANCE) There was a guy waiting there. It isn't odd.However I despised his demeanor and approach. First thing that rolled off his tongue was "are you guys buying anything today?" Literally before I even had the chance to step both feet in the door he asks me this. I was shocked at this that I literally stopped in my tracks, stepped back and turned to look at my bf (bc I was confused AF at the approach). The guy repeated the question to him and my bf was confused too, he paused to think and said "oh we are just browsing right now." I'm w my bf and my brother in law who was visiting from Maui. I'm guessing he asked the worker if they had track jackets (he was buying it for my sister) in which I saw him lead my brother in law to a rack w a few in stock. Note: I'm only in the store because I'm the one who offered to pay for whatever they were getting and to give my opinion on what they're purchasing. In no way were we looking sneaky or acting suspicious. We were carrying our Starbucks drinks and were visible for everyone to see us. As I'm standing a few feet away from the same guy that profiled us at the entrance, I'm asking my brother inlaw questions about this one track jacket that he's looking at. Asking him if he thinks it'll fit my sister etc. I'm talking LOUD ENOUGH to make our convo known so the workers don't think we are planning something stupid. The guy is staring at us and a few moments later asks us, "you wanna try that on?" In a sassy mood and tone. We tell him no (polite as ever). And we continue to browse. Out of no where, my bf tells me he doesn't want anything and that this place has terrible selection. We leave. I asked him, "why didn't you buy anything? There were some nice shirts and I would have matched what you got." (We are going to Vegas and we wanted to rep Hawaii on our trip. So I wanted to get matching or close to matching shirts). He told me that he felt hounded and insulted. The sales associate ("the heavy set Asian kid") was making him feel uncomfortable so it was hard to browse and make a decision. I told him "omg I thought I was the only one who noticed how horrible he treated us!!" My brother in law also chimed in and said "ya, the kid was a deal breaker in that store. It made me not want to purchase anything either."It sucks bc my bf and I were super excited to visit the store. We ditched razor concepts (both stores) just to come to town and buy from here, yet we get treated like this. Like, honestly...it was bad. If I could give zero stars, I really really would. Now.. too bad so sad. We are taking our monies anywhere else, but here. Not to mention they are selling shirts that have stitch on it. The Disney character from Lilo and Stitch. I could be a real jackass and report them bc trust me, DISNEY would NOT allow a tshirt brand (especially a small/local brand) to use their intellectual property with/without permission. It's not easy to just get permission to use their characters either. It wasn't even altered enough too. It was an outline of stitch w some sort of local design inside. I went thru a similar process and I got an email in an unrelated case about trademarks and copyright infringements from a Disney rep them-selves . So I know they wouldn't allow this. This doesn't surprise me though, considering this store sells items that aren't from direct suppliers. Anyways, take my word for it, don't. It's up to you. If you want to risk possibly being harassed, then by all means- visit this place.

The clothes was nice enough. Not exactly my style, but it was for a gift.3 Stars for the clothes. The store look, feel, and smell did not inspire me much. Kudos, and the five stars, go to the sales staff. She tried to understand what we we looking for. She looked for specific things and made personal suggestions. At the end, we got something that we were comfortable with giving as a gift.

I always love this shop- not because they sell so many wonderful things and a great line up of familiar brand names, but because they have a great helpful staff and that's so important these days! They have great special sale items too! Go check them out today !

I never really shop at this store for clothes and such. I brought 2 stickers from here once but other then that, they are out of my price range. I'm sending some items from Hawaii to Texas so this is one of the places I checked for "HI inspired shirts". I found 1 shirt and even if it was out of my "price range", I decided to buy it anyway, keeping my reciept close. Then I venture to In4mation, HIC, T&C & Local Motion. They have shirts I like much more, a sale for BOGO 50% & shirts are individually priced well. So I brought 2 shirts & a lanyard from T&C & some sticker decals from Local Motion. I make the decision to return the first shirt I brought because I got 2 shirts from T&C for the price of one from Sera. After looking over the reciept, it says "exchanges/store credit only". I purchased a FULL priced item literally an hour prior and I'm unable to get the tender that I paid with? I need to get store credit which would do me ZERO good because I dont frequent this store at all. Safe to say? I wont be shopping here again due to the unsatisfying "return" policy.

We came into this store because I saw that they sold YETI products and I was looking for a good water bottle. We were going to hike Diamond Head the next day so I was excited to buy one for the hike. I purchased the Seafoam color 18oz rambler. The next day, I ripped off the packaging only to find that there was a huge dent on the outside of the bottle, right under where the packaging was. The dent was so deep that you could see it from the inside. I contacted the store and was told that all their YETI products were final sale- store policy. I found that YETI had a 5 year warranty and would contact them when I got home. I contacted YETI warranty dept was told unfortunately that I had bought the bottle at a suspected unauthorized dealer! YETI has a list of all the stores that are authorized dealers to keep track of their products and for warranty purposes and this store is not on the list! The rep told me that the dent looks to be from poor handling and stocking procedures!DO NOT purchase YETI products from this store! They may not be genuine products. Thankfully YETI customer service is awesome and will be replacing my bottle and I cannot wait to use it on my next adventure!!!