Then it was decision time. "It was tough, but I decided this is where I want to live and raise a family," said Watanabe. "I also wanted to bring something back (to the Islands) but do something new." It had long been her dream to start up a magazine, and that's exactly what she is doing now.

"We thought we should do it before we have mortgages and kids in school," Watanabe said, the "we" referring to the triumvirate that is about to launch Smart magazine.

Watanabe teamed up with Alston, who was raised in Alaska but whose father grew up on the Windward side of O'ahu, and Honda, her Punahou classmate, to publish the Honolulu-based magazine targeting 18- to 34-year-olds. They describe Smart as a fashion, beauty and lifestyle magazine along the lines of Lucky or Jane.

The first issue, due to hit newsstands April 1, is 70 pages and includes information and advice through such features as a spring fashion spread, "Fashion Pro," "Chic Eatery," and how to do your spring cleaning with organic cleansers. The magazine will focus on local designers and retailers who are accessible to folks — especially those who love to shop — in the Islands. In fact, each local item will be accented with a little plumeria blossom.

The cover, styled by Blaine Ashley Hite, who will be a contributing writer, features model and surfer Malia Jones. Hite chose a diaphanous print dress by Midi from Mis Fortune, accessorized with a necklace by Ginger 13, a local jewelry design firm that uses dyed kukui nuts. Hite said the look "is in tune with the trends of mixing and matching sheers and animal prints, as well as the popularity of green in all hues. But it also has a touch of Hawai'i."

The creative team

Alston — whose husband, Rob, was a Punahou classmate of Watanabe and Honda's — is the only one who has magazine experience, having worked with her husband on Heavy Water, a surf magazine. Honda majored in journalism at the University of Washington, after which she managed hip-hop and rap groups in New York City.

All three women were surprised to see how much was going on around Honolulu when they returned for family visits during the past couple of years. "Honolulu is coming of age," said Watanabe. "It's going to explode, and when it does, it's going to be huge. We have a lot going on here, but there's more potential. Hawai'i has a unique style as well as a special lifestyle. It's just different from other cities, and we want to capture and reflect that. But we don't want to make it so local that it's Hawai'i-centric."

Watanabe said: "It's a myth that nothing new can start in Hawai'i, and local people won't buy into something different. We need to take risks, and now's the time."