Less than a 4-mile drive from Hawaii's favorite hotel--the Cal, this store is so popular among islanders that they have an omiyage top sellers list on display... so, that you can be just like everyone else, of course. I wonder if islanders find the Hawaiian flower print displays welcoming (particularly those who don't know it's used corporate-wide)?
That said, the house brand items generally are of high quality at affordable prices. (Though, I typically come for frozen foods and snacks.) And, I've never been to a TJ's where they aren't genuinely friendly and helpful.