One-on-One with Rikki Quintana

It’s a part of the world most people don’t know much about, but to Rikki Quintana, Central Asia is a warm and hospitable region with art that deserves to be marketed around the world.

In fact, Quintana is so enthusiastic that she’s known to some as the cultural ambassador for Tajikistan.

A former Albuquerque business lawyer, Quintana retired and formed HoonArts Fair Trade in 2014 to promote the textiles, ceramics, bags and other items made by artisans along what used to be the Silk Road.

She concedes “it’s a very, very niche business, particularly in the Southwest.”

Her involvement arose from a longstanding interest in international connections, although she never had plans to become an entrepreneur.

“I hated marketing, I hated sales and I was able to avoid it as a lawyer,” Quintana said. “But when I retired, I wanted to go back to where my heart has always been, which is … bringing people together. I love learning about new cultures. The more exotic, the better.”

Thus, Tajikistan. Not to mention Uzbekistan and Kyrgyzstan, whose goods she also sells. All told, she has worked with groups that represent 100 artists and has sold to customers on four continents.

Quintana, whose job once was writing business contracts, now operates without a single one. She has learned that commerce is built on relationships and trust, and that making an impact is more important to many than “making gazillions of dollars.”

That lesson led her to start a program last year on “impact storytelling,” which aims to teach small businesses about reversing the usual ideas on marketing. She also leads tour groups to Tajikistan.

What are the distinctive features of Tajik handmade goods?

“I often laugh with the artists … that Central Asian art is art in which there is no such thing as too many colors or colors that don’t go together. One of my most popular products is felted silk work made by Seven Sisters (from Kyrgyzstan). Some of their work has more traditional patterns that you would see on yurts or carpets. And also floral patterns that are much more familiar and comfortable for American buyers.”

How did HoonArts come about?

“When I retired, I was looking for a volunteer opportunity and stumbled upon (what is now) Global Ties ABQ. They host short-term professional exchange delegations. In 2013 and again in 2014, we hosted a delegation from Tajikistan. I’d heard of Tajikistan, but I had to quickly look it up on the map. We were so inspired by the passion of these professionals for making a difference at home that we wanted to continue to support them. I learned that no one in the U.S. was working to build a market for Tajik handicrafts in the United States. At the farewell party … I stood up, and it was like an out-of-body experience. I found myself saying, ‘Well, I’ll do it. I’ll build a U.S. market for Tajik handicrafts.’ And thank God I didn’t know what I didn’t know.”

What didn’t you know?

“I have learned a lot about what’s required for entrepreneurship. One thing I wish I had done earlier was connect with a business consultant who could really advise me on the startup phase. I invested money in online tools and equipment that I didn’t need, didn’t use because I thought I was going to be creating this ecommerce megaphone. It doesn’t happen that way. I have plenty of connections in Central Asia, but I would have spent more time building personal relationships in New Mexico.”

What interests you about this part of the world?

“We don’t learn much about it in school. Iran on the west, China on the east, Russia on the north and Afghanistan on the south. It sounds really scary, but I have never experienced hospitality anywhere else in the world like the hospitality and welcome I have received in Central Asia, and particularly in Tajikistan. The people are curious, they’re welcoming. It’s this wonderful opportunity to see our common humanity and appreciate the beautiful diversity. That’s what moves me. The divisiveness in the world breaks my heart, but when you deal with people, that’s when you see a future.”

What has made you successful?

“I would say it’s my commitment to building relationships. It’s not, and it’s never been, about just selling the product. I want to understand the people, and I want to support their efforts. I want to share and educate people in the West about the heritage and the beauty and the artistry of the people I work with. The people I work with understand that on both sides, and my clients are people who value that kind of orientation.”

What are you teaching in your “impact storytelling” program?

“I designed the course for … the mom-and-pop kind of business I consider incredibly valuable to our community. The social media system is designed for big businesses, operating at scale. It is not designed for small businesses that don’t already have a steady flow of clients, because you need relationships to start building that network of clients who trust you. The mistakes most entrepreneurs end up making is they make themselves and their products the star of the story rather than the customer. The approach that I teach is first look at existing clients and assess where your clients are actually coming from. In the course of building HoonArts, what always worked best was storytelling. Approach it as a short play on a stage. The hero is your client — real clients who worked with you and who have gotten value from whatever you do.”

What are you proud of?

“One of the stories I love is one that Munira (Akilova, artisan and HoonArts representative) has shared. She works with rural ladies in multiple villages, and one particular young woman took the initiative to learn weaving techniques from the masters. In the village, they do weaving with wool, but she wanted to do it with heavy-duty cotton thread so it could be incorporated into bags. So preserving the traditional patterns, but using a new technique and a new product. She has now become one of the major leaders in the village as a result of her level of confidence and her learning about entrepreneurship. It’s gained her a huge amount of respect, even among the men in the village. That’s why I do this.”