Asdzaa Boutique weaves Diné culture into
Western fashion

Posted by Nicholas House | May 8, 2025 | Business |

GALLUP

On any given day inside Rio West Mall, shoppers passing by Asdzaa Boutique are met with a warm smile from owner Jeraldine Largo and a visual feast of silvery concho belts, beaded jewelry, and tasseled handbags. The store’s welcoming atmosphere, with “Ahxéhee’” painted on the wall and a sign reading “Family of Asdzaa Boutique,” is a reflection of Largo herself, grounded in Diné culture and dedicated to serving her community through fashion.

Navajo Times | Nicholas House
Asdzaa Boutique’s storefront at the Rio West Mall in Gallup on May 6.

Asdzaa Boutique began not in a shopping center, but in the Largo family’s Pinehill home. Launched during the COVID-19 pandemic in 2021, the business started with livestream sales on Facebook and Instagram, where Largo modeled Western-inspired apparel from her living room. The venture quickly gained traction, thanks to her personal touch, consistent social media presence, and focus on high-quality pieces that blend Western flair with Navajo heritage. On Black Friday on Nov. 29, 2024, the Largos celebrated their first brick-and-mortar opening at the Rio West Mall.

Navajo Times | Nicholas House
A mannequin displays clothes and accessories at the Asdzaa Boutique store at the Rio West Mall in Gallup on May 6.

To read the full article, please see the May 8, 2025, edition of the Navajo Times.

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