Three California Native Small Biz Owners you should Follow on TikTok right now
By Emily Clarke
TikTok first gained its popularity during the COVID-19 lockdown of 2020 and soon rose to be one of the most popular social media apps in the world. Small businesses, crafting, and making online content also rose in popularity during the pandemic, therefore it was inevitable that the two would intersect eventually. Now, if I scroll through my “for you page” on TikTok, almost every other video is from a small business account. Whether they’re showing off their products, attempting ASMR, or filming a crafting tutorial, small businesses have taken over TikTok in the most wholesome, creative way imaginable.
TikTok isn’t just for dancing videos or humorous content, it is also a platform many use to spread messages of social justice and awareness. “Native TikTok,” as many call it, is a community of Indigenous creators who make videos centered around Native people, art, culture, language, lifestyle, activism, and humor. Creators such as Antelope Women Designs , Che Jim, and Notorious Cree show their followers what a day in their lives looks like. They use humor, activism, and art in order to express themselves as 21st century Native people as well as to educate viewers on Native culture. By gaining a following on TikTok as well as other social media apps, Native creators are not only gaining support but gaining opportunities. BecauseTikTok gives creators the ability to gain a faithful and encouraging audience, Native small business owners are not only able to use the app to grow their business, but to create a name for themselves in the small business world as well.
Take Lexi Lopez (Cahuilla) for example; Lexi started her journey on TikTok when she started taking her business, Lopez Beading, more seriously. Lexi is a 23-year-old business owner, content creator, tribal basketball coach, and self-defined shoe lover. She sells beadwork, blankets, children’s toys, and an array of other items that have gained some serious popularity across SoCal. As her following grew on TikTok, Lexi decided there was more value in making herself an influencer rather than only prioritizing videos about her business.
“As a business owner I want to be ‘poppin,’” Lexi tells me, “but I want to show who I am too.”
If you’ve spent any time on TikTok, you know that random videos go “viral” all the time. Sometimes, a creator will put hours of work and money into a video, and it won’t gain half as much popularity as one they spent 5 minutes on. Because of this, Lexi sees value in creating videos that feel true to who she is and that portray her eclectic lifestyle.
Denise Redfern (Iipai Kumeyaay) is a bird dancer, farmer, jewelry-maker, and traditional cook, amongst other things. Her TikTok account is adorned with videos about traditional dances, gathering plants, making art, and being a mom. Mostly, Denise sells her beautiful beaded jewelry and various other Native arts.
“I’m just a Native mom walking in two worlds,” she says, “ and all my little cousins are watching me, asking me how to do these cultural things, so I try to be positive and share information about our way of life as California Natives.”
But as many of us know, not every interaction online is a positive one. Denise remembers making one of her first videos about gathering Indigenous plants in which she joked about hopping a fence in order to gather what she needed.
“I got death threats,” she tells me over Zoom, “for joking about hopping a fence as a Native person gathering from the land.”
Adela Carrasco (Yokut), the owner of Indigenous Lashes also understands what it’s like to defend yourself online. Adela began making TikToks in order to grow her business, but soon became interested in the large community of Native activists on TikTok.
“Even though I’m a brand it doesn’t mean that I can’t fight for our people,” she says.
Adela is open about her struggles and even admits that she never finished highschool.
“You don’t have to be a graduate to be successful,” she says. And I couldn’t agree more. Indigenous Lashes has a following of 46.4k on TikTok where Adela posts videos of new products, recent pop-ups, and various Native-centered content. Adela’s products included false lashes, eyeshadow palettes, makeup tools, as well as other cosmetic products. Her personality shines through the names of her products and her sense of humor causes her content to be relatable. From names written in her traditional language to lashes called “Big Auntie Lashes,” Adela makes products for everyone to enjoy.
“My favorite part about being a creator on TikTok is meeting other Natives, and getting the support of all these people who are just as ‘rezzy’ as I am,” Adela says.
Denise agrees, “The best thing is seeing all the other Indigenous cultures and people. Seeing their videos encouraged me to ask questions and learn more about other Native cultures, and seeing independent Indigenous women hustling gives me a little push as a woman.”
But being a content creator and small business owner isn’t for everyone.
“Some days I just want to throw my phone against the wall,” Lexi admits.
Lexi, Denise, and Adela all agree that one of the biggest challenges content creators face is finding the motivation and inspiration to create new content on a daily basis. Because TikTok is so fast-paced, if you don’t join a trend as soon as you see it, you have the potential of losing followers or missing out on a viral video. Many small businesses operate fully online, therefore creating content on platforms such as TikTok is necessary in order to receive customers. Because monetary value is so directly related to social media and popularity, being a small business owner on TikTok can sometimes be exhausting.
Despite the challenges, many young Native artists are currently dipping their toes into the TikTok and small business worlds. Lexi, Denise, and Adela are all examples of Native women who followed their goals, no matter how crazy they may have seemed at the time, and are currently achieving their dreams on a daily basis. Adela explains that there are days when she struggles with wanting to quit her small business. During these times she reminds herself how much she enjoys creating cosmetics and videos that represent Native culture. She also reminds herself that she is capable of whatever she sets her mind to, and in the end, she powerfully perseveres.
“As Indigenous people we’re all creators,” Denise says, “we’re dancers, harvesters, beaders, students, and we’re all trying to survive on ‘the Red Road,’”
When asked what advice she has for Native creators looking to start a small business or TikTok account, Lexi says, “Just do it. Just do it, and do you.”
