Ashkai Baa LaFrance-Chachere had always dreamt of owning a beauty store on the Navajo Nation. That dream came true in 2020 with the opening of Ah-Shi Beauty store in Window Rock.
The Navajo Nation has been extra cautious with COVID-19 mandates and continues to hold in place strict mask mandates, while other tribes, such as Laguna Pueblo, have lifted that mandate. Throughout the pandemic, Navajo President Jonathan Nez emphasized listening to health care providers and scientists when it came to making decisions to keep tribal members safe. That included when to reopen businesses.
“I am truly inspired by the Navajo entrepreneurs I met who have innovated to navigate the unique challenges rural business owners face — including a lack of delivery facilities and street addresses to receive shipments and limited broadband access,” said Guzman. JT Willie, director of the Navajo Division of Economic Development, said although some small businesses shut down temporarily during the pandemic, they have reopened, though it will take awhile before all businesses are back on their feet due to changes in prices of goods and supplies. Still, he said, most of them have kept their momentum.
“We feel it may be that the federal assistance has been high, therefore many are not looking for work at this time because they have been dependent on federal assistance through the pandemic,” said Willie.When LaFrance-Chachere opened her stores in 2020, she had about 20 employees in both locations but had no choice but to let them go when the pandemic shut the businesses down.