Alex Benally's Hogan is funky, friendly and full of cool stuff

Farmington's downtown is lined with shops and restaurants, but one store stands out, not because it sells Native American jewelry and such, but because of the atmosphere owner Alex Benally creates at Alex Benally's Hogan.

Alongside beaded crafts and silver work are the enameled cookware, large washbasins and similar items more often found in trading posts than gift shops.

Benally says his core business is a combination of jewelry sales to tourists, plus ceremonial items sought by Natives. Still, he says, "It gives the trading post atmosphere by having the enamelware."

And like an old-fashioned trader, Benally, now in his seventh year in the storefront at 308 W. Main St., focuses on customer service.

Benally, who is Bit'ahnii '(Folded Arms Clan) born for Ta'neeszahnii (Tangle Clan), said he does his best to carry items people request, which includes Native American music CDs, beaded items, brain-tanned deer hides and Pendleton woolens fabricated into a range of items.

Despite being well established in his present location, he's been hurt by the recession. With profits down 35 percent year over year, managing his $35,000 showroom inventory has been a challenge. Like many on Main Street, here and elsewhere, he's had to cut costs and staff hours to get through the troubled economic times. "We're in the business of what people want, not what people need. We have arts and crafts," Benally noted.

Nonetheless, it's the variety of items he offers that drew in Jayne Johnson, 38, of Farmington, and her daughter Kaibah Adakai, 17, as they were looking for accessories for the traditional outfit Adakai plans to wear at her high school graduation in May.

"We've been coming here for several years," Johnson said, adding that she returns for the customer service that Benally and his part-time staff of two provide.

"It's way better," Adakai said, comparing Benally's customer service to that in other stores they've shopped.

Last week they were looking at sashes, moccasins and bracelets. Though the pair didn't make any major purchases that day, they were thankful for Benally's no-pressure sales environment.

"You can tell (Benally) is trying to have that customer relationship," Johnson said.

Benally said he does focus on building customer relationships, and will actively engage in conversations about the weather or whatever interests the customer.

"I'm what you would call more of a customer-oriented person, I like to make friends," he said.

Sharon Jim, 52 of Shiprock, said she considers Benally a friend, but what really draws her is his large CD collection.

"I really like his variety of CDs," she said. "He has a big selection of everything."

Jim said the variety extends to the rest of the store, too, which offers mountain tobacco, cedar and other ceremonial herbs.

"If you need anything, this is the place to come to," she said.

Benally said when he decided to open a store, he raised the start-up capital by selling some property he owned in Kirtland, N.M. He was a silversmith before becoming a business owner.

"If I can (silversmith) for myself, then why do it for somebody else?" he said. But aside from being able to build on existing relationships with his silversmithing customers, branching out into retail required an immense commitment to get started, Benally said.

"It took a lot of time and hours with long days. It was being committed with not too much time off," he said. And when the economy tanked in 2008, he had to renew his own time commitment when he reduced one employee from full- to part-time status.

"I'm here by myself this afternoon," he said, noting that keeping track of inventory is a little like herding sheep.

"If something's missing, you know which sheep or lamb is not in the herd. When you're around merchandise, it's like herding sheep, but you don't have to feed it," Benally said.

Alex Benally's Hogan is open Monday through Saturday from 9 a.m. to 5 p.m.

For information: Call Alex Benally at 505-564-3404.