Despite being geographically remote, the small island of Norfolk has found itself unexpectedly caught in the crosshairs of international trade policy. Jesse Schiller and Rachel Evans, owners of Kooshoo, a business producing plastic-free hair accessories, are believed to be among the few entrepreneurs on the island directly impacted by recent tariffs imposed by the Trump administration.
The couple, both aged 41, relocated from Vancouver to Norfolk Island, drawn to its unique culture and lifestyle. Kooshoo’s products, while enjoyed globally, find a significant portion of their market—approximately 80%—in the United States. The tariffs, which apply at rates comparable to those levied on Japan (24%) and India (26%), are unexpectedly high for Norfolk Island.
“We’re probably the most affected business here,” Schiller stated, expressing his surprise at the situation.
The inclusion of Norfolk Island on the list of territories subject to tariffs—a rate of 29%—has raised eyebrows and sparked considerable discussion among residents. The island, located over 1,600 kilometers northeast of Sydney, was seemingly an unintended consequence of a policy aimed at addressing US trade imbalances.
Schiller suspects the issue stems from a clerical error related to place names. “I think Norfolk became a parable of sorts for the lack of nuance with which these tariffs went out in the world,” he commented. “There are other Norfolks in the world – Norfolk in the UK, Norfolk in Virginia – and it appears some improperly labelled customs paperwork may have contributed to this error.”
The island’s history is deeply intertwined with the infamous HMS Bounty mutiny of 1789. Rachel Evans, a dual Canadian-Australian citizen, boasts an impressive lineage tracing back nine generations to one of the mutineers who settled on Pitcairn Island before relocating to Norfolk Island. Their descendants established a lasting presence on the island.
“It’s been a question of great intrigue locally,” Evans remarked regarding the tariffs.
Evans credits her upbringing on this isolated, 8-kilometer by 5-kilometer island with fostering their commitment to sustainability. “The sustainable lifestyle I learned growing up here has been part of the brand since we started in Vancouver fifteen years ago,” she explained.
Despite the challenging new trade barriers, Evans remains optimistic about Kooshoo’s future.
“Definitely for the short-term we’ll figure out a way to bridge this,” she affirmed.
Here’s a summary of key facts:
- Kooshoo produces plastic-free hair accessories.
- 80% of Kooshoo’s business is in the United States.
- Norfolk Island faces a 29% tariff, higher than Japan (24%) and India (26%).
- The tariffs are believed to be due to an administrative error related to place names.
- Rachel Evans is a descendant of the HMS Bounty mutineers.
- The couple plan to overcome the current challenges.
“Kooshoo” translates to “feeling good” in Norf’k, a unique dialect spoken on Norfolk Island.
