Aleut Strong, a shareholder’s small business in NY
TAC shareholder Dolores Anna Merculief-Davis lives as an example proving that, even when life carries us far from the region, Unangax̂ people can stay connected to our culture and to each other. Ever since her family moved from St. George to Anchorage when she was just 10 years old, Dolores has sought ways to develop her skills as an artist.
“Back then, in 1976, Anchorage schools didn’t have Native arts and crafts, so I had to learn about them the other way, traditionally,” – Dolores tells us.
As an adult, she began selling jewelry, which gave her experience marketing through social media. When the COVID pandemic hit, her son suggested she make cloth masks with an Alaska or Pribilofs theme. She used her TAC dividend to invest in a logo, equipment and other costs of developing a home business, and created mask designs based on traditional Unangax̂ art and iconic imagery of the region.
“I wanted to show more of what Alaska is. Because I’ve seen t-shirts that say, ‘Aleut Pride’ and I kind of find it offensive because they got bow and arrows, which we do use, but with feathers and such that didn’t look right,” Dolores says. “It didn’t look Aleut to me, so that’s why I decided to come up with my logo, and I’m still figuring out other… ideas to get that across.”
Today, Dolores lives in Buffalo, New York, with her husband. She felt separated from her culture and realized she was forgetting much of the traditional art techniques she’d learned in her youth. So, she created a few designs rooted on an empowering statement: “Aleut People Build Strong Communities.” Then, she founded an online store called “Aleut Strong” and expanded her product line to coffee cups, t-shirts, kitchen aprons, and more, which she sells via her website.
When friends and customers in the region pointed out that we sometimes prefer to use our traditional name for ourselves, she switched to using the name “Unangax” in her designs (though her store still uses its original name).
“When I make these, I think about home,” – Dolores tells us.
“I wish I could be there, wish I could do traditional arts, like basket weaving and beading. I use contemporary tools, like computer and graphic design and social media, to get my meaning across in the products to showcase the region’s culture and heritage. It helps get our culture’s messaging delivered in a modern way.”
In keeping with our traditional values, Dolores chooses products that protect the environment as much as possible. She reuses packaging and ships merchandise in recycled boxes. She reuses vinyl and tries to ensure the plastics she needs for her business do not go into the garbage but are instead repurposed for different crafts or projects.
Many of her products are ready to buy, and she is hoping to be able to produce more items in the future, but Dolores also offers custom-made items, such as personalized mugs.
“My customers are the most fulfilling part of Aleut Strong,” she says. “They are always happy and send texts on Facebook Messenger like, ‘Hey, that came out great, looks even better in person! Thank you for making it!’ At Christmas time, I did 10 mugs for a family. I was able to put names on them all. They were happy, so I’m happy.”
The biggest challenge for Dolores is getting the word out – she hasn’t yet advertised beyond Facebook. Aleut Strong is a one-person operation, but Dolores hopes to eventually have employees and broaden her audience. For now, keeping customers happy is fulfilling for her, and she enjoys being able to provide people with something they care about and gives them Unangax̂ pride.
“My advice to others would be just go for it, instead of hesitating or procrastinating,” Dolores says. “Get the right mentor to help. Right now, I’m going with SCORE through the U.S. Small Business Administration. Taking classes and webinars is definitely helpful. I would say go for it, have family by your side to tell yourself you can do it and you’re ready, even if you feel like you’re not ready for that time. Go at your own pace if that’s what is necessary.”
You can find her work at: @aleutstrong
