In the heart of the South Pacific on Norfolk Island, two business proprietors find themselves singularly impacted by the tariffs imposed by the Trump administration. Jesse Schiller and Rachel Evans, both 41, are potentially the only entrepreneurs on this remote Australian island to feel the effect of these economic measures. The couple runs a business that produces plastic-free hair accessories under the label Kooshoo, yet their company does not export any goods to the United States.
Originating from Canada, Schiller and his Norfolk Island-born wife manage the business that sources its products from Japan and India, where the production of Kooshoo’s merchandise occurs. The majority of their sales, approximately 80%, are in the United States, making them susceptible to the tariffs designed to address the U.S. trade deficits globally. Norfolk Island marks a unique example as it was unexpectedly included in the Trump administration’s recent tariff announcement.
Despite being a territory of Australia, which was allocated a global minimum tariff of 10%, Norfolk Island stands out with its 29% tariff, a striking anomaly given its small population of about 2,000 people spread over an area 1,600 kilometers (1,000 miles) northeast of Sydney. “Kooshoo” translates to “feeling good” in Norf’k or Norfuk, an English-Tahitian creole language spoken locally. Schiller believes that their business is perhaps the most impacted on the island by this tariff change.
Norfolk Island’s inclusion under such stringent tariffs has sparked questions in the community. Schiller suggests that an interesting theory could explain this oddity: the existence of other regions named Norfolk, such as in the U.K. and Virginia, U.S., may have led to errors in customs paperwork labeling, though he notes that such mistakes could have been easily rectified with thorough fact-checking.
Evans, possessing dual Canadian-Australian nationality, shares a deep historical connection with the island. As a 9th generation descendant of a crewmember from the HMS Bounty, she boasts a family legacy intertwined with the historic mutiny of 1789. This colorful chapter of history, often dramatized in films, saw the mutineers establish a community first on the Pitcairn Islands, later spreading to the then penal colony of Norfolk Island.
Reflecting on their company’s origins, Evans highlights how the sustainable living practices she adopted from island life have been integral to their brand since founding the business in Vancouver 15 years ago. Despite the seemingly daunting tariff barriers, she is optimistic about navigating future challenges. “In the short term, we’ll find a way to bridge this,” Evans affirms confidently, showcasing her resilience in the face of unpredictable trade environments.