DEAR REZ KID By Ahsaki LaFrance-Chachere (Diné, African American)

Dear Rez Kid,

My name is Ahsaki LaFrance-Chachere. I am from the Wateredge People, born for the African American People. My maternal grandfather’s clan is the Cliff-Dwelling People, and my paternal grandfather’s clan is the African American People. My four clans, my two sets of ancestors, my origins, and my homeland of Besh-be-toh (Iron Water), Arizona, have defined me as a proud, unapologetic Diné (Navajo)–Black woman. I am a daughter, granddaughter, wife, sister, aunt, and businesswoman. If you’ll allow me, I’d like to share some advice that I have found useful in my journey.

When you wake up in the morning, look at the horizon as Grandfather sun greets you. Whether you are on your reservation or not, I still want you to admire the beautiful Rez-blue sky. Remember, no matter where you are, this is our ancestors’ land. You are always home. I say this as someone who travels a lot. I have found that this mind-set has made me stronger, particularly in the big city, which can swallow you. But if you remind yourself that you are always at home, that you are never alone, you will look at the world a little differently.

Dream big, dear reader, and never doubt yourself about going after your goals. I know firsthand what it is like to be a “Rez kid.” I too grew up without running water and electricity. I attended the reservation public school before going to college. I worked for my tribal government. I know how it is to navigate life with almost no resources on the reservation. Still, I did not let anything stop me from chasing my dreams. From a young age, I knew that I wanted to build businesses that would have a major impact on and off the reservation, ones that would create and bring resources to my reservation, across Native Nations, and throughout the world. As my dreams took shape, they got bigger and bigger. I wanted my businesses to compete with the top businesses around the world—do not underestimate Native Empires! I did not let the overregulated and oppressive system stop me from doing what everyone told me was impossible. Breaking into the beauty industry was daunting—how could a Rez Brand compete with the leading companies?—but I took this as a challenge and set out to prove that a Rez Brand could be successful too. Many of my dreams have come true; I continue to chase others. It is okay to dream those big dreams that seem impossible for a Rez kid. You can truly do everything your heart desires.

I am a testimony to that. I created the first Native American prestige beauty brand in the country. Ah-Shi Beauty is not just an ordinary beauty brand—it Indigenized the beauty industry.

When I was little, I loved watching my mom get ready, watching her pick her outfits, adorn herself in turquoise, and apply her beauty routine. She’d start by mixing a few foundations together to create the right shade to match her skin tone. (It was something all the women in my family did.) It always bothered me, watching my mom being forced to be her own color chemist. We’d go to the malls in Phoenix, Arizona, a five-hour drive from our reservation, to shop at my mom’s favorite designer stores, which were adorned with images of beautiful models, none of whom looked like us, so that my mom could then drive all the way home and concoct her own foundation? I knew at an early age that this was a problem. Little did I know that this would be the root of why I built Ah-Shi Beauty.

As I got older, I became more aware of the differences between reservation life and the off-the-reservation lifestyle. I am very proud of our Rez Life, and I picked up on the fact that in the somewhat pretentious beauty world, Rez Life didn’t seem to have a place. High-end beauty brands showcase a lifestyle that feels far from the reservation and makes it seem like our Rez Life can’t be luxurious. But I saw beauty and luxury all around me, in our land, culture, and language. In the faces of our ancestors. In the jewelry and textiles that grace our bodies. A vision of what my business could be started to form. Certainly, it would offer our people foundations that would match their skin tone! But way more than that, I wanted to create a brand that anyone on the reservation could relate to, one that made them feel seen and heard. A brand that celebrated our strong culture and protected it.

Now, how did I build Ah-Shi Beauty? I started with research. I studied the industry, learning the good, the bad, and the ugly of what the industry holds. Once I understood the landscape, I came up with a business plan, drawing from my upbringing and the systems I grew up with. For example, we plant every year. Before spring comes, there is work you need to do to prepare. Like anyone who has prepared to plant, you have an idea of what plants you want. Planting crops, you learn patience and that you can control only what you can control. You cannot control the weather, but you can adapt to the weather. With the same mind-set, I sat down at my college apartment dining table in the fall of 2012 and mapped out Ah-Shi Beauty. You cannot control the supply chain; you cannot control the economy; all you can do is adapt. Our ancestors were experts at being creative and innovative. They showed us how to build something out of nothing with limited resources. I drew inspiration from their example.

Something else I thought a lot about when building Ah-Shi Beauty was what happens in the cook shack during any of our ceremonies. I used to watch and cook beside the ladies in my family, and as a team, we prepared meals for the ceremony and our community. Each of us knew our strengths and weaknesses, and we worked together to work as a unit. Our cook shack was filled with laughter and love, and I believe that is the reason why the meals we made tasted so good. I remembered these experiences when I was building my team, and they inform how we operate the brand—always with love and unity.

And that’s my next piece of advice for you: though sometimes it might seem like there is little to learn in the day-to-day, there are valuable lessons waiting to be discovered—you just have to be willing to look. The tools I learned growing up on the reservation have made me the woman I am today. How we prepare for the new day before we go to school or work, how we take care of our livestock before the season changes, how we gather firewood in the summer and prepare for the winter months, how we plan our shopping lists because we do not live close to stores—I drew inspiration from it all. Even something as simple as having to collect water for the house and livestock taught me a valuable lesson: when you haul your own water, you know that each drop of water is valuable, so you learn not to waste resources.

When I face challenges in life or in business, I always think back to my Kinaalda (womanhood ceremony). The four-day ceremony taught me so many of the lessons I needed to live my fullest life. Most importantly, it showed me that I wasn’t alone. I remember watching my dad prepare and protect my cake as we sat in the hogan all night. I remember hearing my parents, sisters, aunties, and cousins encourage me as I ran each day. Hearing their footsteps behind me and our voices echoing through the canyon walls, I pushed myself to run a little faster and farther. And now, as a thirty-two-year-old woman, even when I’m traveling around the world I keep in mind that I have my family, my husband, and the holy people with me always. I am a part of something bigger than myself. I have a chance to continue to do the impossible. I share this story to encourage you to tap into a moment in your life when you felt supported, encouraged, and invincible. Treasure that memory. Carry it with you always.

What else do I want to share with you? Regardless of how hard things get, always remember there was a reason the Creator blessed you with this vision. Now it is up to you to build a plan to turn your vision into reality. We can help rewrite and reshape history. We all have the same ability to do the impossible. We are our ancestors’ prayers that have been answered. Do not forget our traditional ways as we walk on Mother Earth. Be proud to speak your language. Continue learning our language. Wear your traditional outfit and jewelry. Take up space and lift your voice. I am proud of you, and I cannot wait to learn about your work, warrior.

May you continue to walk in beauty,

Ahsaki LaFrance-Chachere