A funny thing happened on the way to Cosco…
Noella Cosco, executive vice president of Cosco Air Conditioning and Refrigeration, Hawaii, is WHVACR’s success profile in this edition of our newsletter…and for good reason.
Cosco is the largest wholesale distributor in Hawaii; they have four locations on each of the major islands: Oahu, Big Island, Maui, and Kauai. Noella is based at headquarters in Honolulu and manages all four locations. Noella’s grandfather, Robert Cosco, started the business in 1961. After his retirement, the 2nd generation, Bobbie, Cindy and Matt ran the business. Today, Noella’s dad, Matt, and her own and run the family business.
While we can tell part of her story with some interest, we found her version in a recent interview best. Here’s the story of Noella’s entry into her family’s wholesale distribution business in her own words that she still finds “somewhat funny and a little bit corny”:
I went to school at the University of Hawaii (UH) to study finance, but really most of the time I was in the ocean surfing or hanging out at the beach. Soon enough, I needed money for gas and food so I asked my Auntie Bobbie for a part-time job at Cosco. This was 2009.
For the first two years at Cosco, I worked part-time as the warehouse assistant/delivery driver and attended college. In between all of this you could find me surfing. I was about to quit and find a job with a better surf schedule (maybe a night time gig?) but Auntie Bobbie asked me to wait and let her think of an alternative where I wouldn’t leave the business. The next day, she proposed a night shift schedule built just for me. With the new schedule I continued working at Cosco and finishing up school.
A year later I graduated from UH and once again thought about leaving Cosco to find a job in downtown Honolulu where the ‘big money’ was. However, my Auntie Bobbie was determined to keep me in the family business. She offered me a position that sounded intriguing but a bit nerve wracking…a position in inside sales. I was terrified because honestly, I didn’t really know much about the products we sold or what they did. Also, the thought of having to interact with male contractors who were my father’s age was daunting. I told my aunt that I was “not sure about this,” but she had full confidence in me and said “I believe in you. As long as you do your best, you’ll do great!”
So, I submitted to her plan, took a leap of faith and started in sales. At first, there were many trying moments, frustrated customers, and days I wanted to quit and hide. But, through those times -- and more and more better days – I started to enjoy my new position. I was learning so much. What really kept me going was my aunt’s always encouraging and supportive words. I think during those years I stayed at Cosco because of her and my family, which includes my Auntie Cindy and my Dad, Matt, who all worked in the business at that time.
As more years went by, I took on various managerial roles. I never thought I knew enough or was the right person for these roles, but, again, my family (especially Auntie Bobbie) had faith in me.
In the last 3 years I have taken over many responsibilities as my aunts have begun to transition into retirement. I have enjoyed learning all about the business, the industry and about myself. But most importantly, what I have enjoyed the most was the time with my two Aunts and Dad. Sure, it’s nice to bond over family meals, sporting events or birthday parties, but the time I’ve spent with them is just as satisfying.
I still have moments where I lack confidence in my abilities to help run this operation, but the business continues to thrive so I must be relatively good at what I do. Most importantly, my family still trusts me to continue the family business.
In conclusion, I began working at Cosco for a flexible schedule for my surfing habit, but today, I’m proud to do all I can to continue my family’s legacy of providing high quality products and the ultimate customer experience.
My grandpa Cosco, a very smart man, started the company. His daughters--my two aunts--and my father made it the thriving business it is today. They were a dynamic team! Now, I continue in this business to honor what my family has built. I still surf but mostly on the weekends. My weekdays are dedicated to the business, our customers, and the people in the company who I work with.
I’ll always be grateful to my Auntie Bobbie. I never really understood what she did for me until recently when I realized SHE WAS MY MENTOR. I admire and love her deeply; she is still one of the most important people in my life and I am lucky to have her.
Upon reflection, one of the greatest things is realizing what an amazing, talented and bright family I have and the incredible company we have built TOGETHER over our 58 years in business.
To those who are also uncertain or afraid of their futures in this industry, my advice is to 1. take a leap of faith if it is ever offered to you, 2. find a mentor and if you cannot, use this part of your membership in WHVACR to have one assigned to you, and 3. most importantly, believe in yourself.