With a young brand, Alicia Velasquez decided to open a tiny office and showroom—it was all of 80 square feet in Iowa City, Iowa—to see if the jewelry she was creating in honor of her Apache heritage would resonate with audiences in person and beyond art shows.
After all, launching Dotł’izhi (pronounced dot-CLUH-gee) in 2019 was the stuff of dreams already, Velasquez says. Dotł’izhi is the western Apache word for “turquoise.” Velasquez says she chose this word to show how women carry the same three components as turquoise: strength, beauty, and worth.
The brand grew out of her father’s lifelong stories, his own beadwork, and her deep desire to create something more than an accessories line. Velasquez says her goal is to give back to her community and bolster cultural teachings so these values aren’t lost or forgotten.
The mom of four knew her jewelry was ready—but was she? Over the past two years, she had a successful online store, developed her brand story, and received great feedback from clients, including the 22-piece collection she created for a Native American designer who highlighted her looks on the runway during Phoenix Fashion Week.
“It really gave me the validation I needed to show my work and start talking to people,” Velasquez says.
Fast-forward to 2021. The universe has a way of telling you that you need to level up—and fast. Within three months, it was clear the business needed more room. That’s when Velasquez reached out to her landlord, who had a larger storefront that could house not only her studio but also a sizable showroom. Velasquez says she channeled her fear into action, and in October she had a soft opening.
“It was on Indigenous People’s Day, and the turnout was ridiculous,” Velasquez says. “People on the street walked in. Native students came. They told me: ‘It feels like home. We’re so glad you’re open. You’re our Auntie now.’”
Since her November grand opening, Velasquez says she has received amazing feedback and interest from people of all walks of life, whether they are Iowa residents, other Native American artists, or members of the jewelry community.
“Every day, I pinch myself. This has been my dream,” Velasquez says. “Ever since I was little, I have been designing. But then I got married and had four kids, and I had to put that part of my life on hold. Now that they’re all grown up, I finally have the opportunity. I’m here, and I’m doing what I love.”
That means sharing her space and her platform with other Native American creators. She has opened up her showroom to young artists to display their work alongside hers, and that makes this moment even more sweet, Velasquez says.
Her long-term goals are to preserve her father’s traditional ways and to show off new techniques and her own style. Plus, she hopes to encourage people who are Native American, white, Black, and every other culture to wear her jewelry and celebrate their own strength and substance as well.
“I love women who embrace their culture and aren’t afraid to wear pieces that tell their stories,” Velasquez says. “But it’s also about helping women everywhere find out where they’re from. Beadwork is not just Native American; every culture has a form of beadwork. I work with people who come into my store and do that research with them so they can feel like they can wear this.”
Top: Alicia Velasquez created Dotł’izhi to honor her father, to highlight her Apache heritage, and to show people of all cultures that beadwork is universal (all photos courtesy of Dotł’izhi and Alicia Velasquez).
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