We had the good fortune of connecting with Ahsaki Chachere and we’ve shared our conversation below.
Hi Ahsaki, what is the most important factor behind your success?
My definition of success is when I can drop the unemployment rate rate on my reservation. When my people are successful is when I can say I am successful. Each goal I complete big or small is a step closer to my success goal overall. However, as a small business I have a long way to go. As of today, the world is learning more about Ah-Shi Beauty and the Indigenous People. The world is now understanding we as Native/Indigenous Peoples are diverse and we are still here. This along is apart of my success story. Changing the narrative and controlling the narrative is helping the world see my reservation and brand in a new light. We are more than what the world thinks of us, we are talented and can compete in the business world too. Ah-Shi Beauty made history as the first Native Beauty Brand to be featured in Haper’s Bazaar September Print issue. The moment we all waited for to see ourselves in a major magazine has came true. Like I said we have a long way to go, the road to success to bring my people up with me in the works.
What should our readers know about your business?
Ahsaki LaFrance-Chachere Founder/CEO of Ah-Shi Beauty, the first Native American owned and operated luxury skincare and cosmetics brand in the United States. She is a proud dine (Navajo) tribal member and African American woman. the odds were against her as she faced social and economic challenges as a dark-skinned native American. this gave her the fuel she needed to build Ah-Shi Beauty. She gets to showcase that we as Native Americans/indigenous people are diverse. we are not the pervasive image the media continues to perpetuate. in Navajo, Ah-Shi means: “this is me, this is mine.” Ah-Shi Beauty – This is my beauty! Her customers set their own beauty standards. She feels it is her responsibility that when her customers look in the mirror, they see themselves, feel empowered and continue to love the skin they are in. Ah-Shi beauty has the opportunity to help the 500+ recognized reservations that are ignored. for the first time in history, They have a beauty brand with two locations that proudly operates both on and off a tribal reservation. She is also in the position to expand and scale to exponential heights. All tribes across the country can relate to Ah-Shi Beauty. as the face of the brand, She is always pushing the narrative to show the world that we are here and our indigenous beauty will be recognized and respected. Ah-Shi Beauty is going to bring positive change to the beauty industry. They are a part of the movement that is resetting and reshaping beauty standards. the beauty industry can now include a member from the reservation at the table. She represents hope to her people. She is ready to work, learn and be the next timeless iconic beauty brand.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Mrs. Whites Soul Food and to shop at Native Market in Old Town Scottsdale.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I dedicate my success to the future generations. My work is for them, this Beauty Brand is for them to always have representation today and in the future. The wait is over, we have a beauty brand from the reservation who represents the people respectfully and correctly. We have a beauty brand that all Native Nations can relate too. The Future is Indigenous.
Facebook: @Ah-Shi Beauty Dine Nation
Youtube: Ah-Shi Beauty
Other: YouTube Podcast – The Mrs. LaChach Show