Taos-Based Bison Star Naturals Heads to D.C. for Native Art Market, Wholesale Opportunities

Not only is Bison Star Naturals in harmony with nature, it’s rooted on the Taos Pueblo, where Angelo McHorse, co-founder of Bison Star Naturals, was born and raised. A member of Taos Pueblo, Angleo met his wife and business partner Jacquelene on dorm move-in day in 2007 at Fort Lewis College in Durango, Colorado. Today they’re a family of three with a family-owned business. (Courtesy Bison Star)

Taos Pueblo, family-owned business Bison Star Naturals is headed to Washington D.C. to showcase and vend at the Smithsonian National Museum of the American Indian (NMAI), during the annual Native Art Market, December 7-8, 2019. 

In addition to garnering more national exposure and selling their all-natural lotions, bath salts and more — infused with the beauty and intoxicating scent of the land of Taos — direct to holiday shoppers, the husband & wife team Angelo and Jacquelene McHorse hope to discover new wholesale opportunities, “hopefully including the museum itself,” Jacquelene shared.

This is the first time the enterprising couple are bringing Bison Star to the East coast. 

Bison Star’s sales maintain business operations and fund the construction of their Bison Star storefront and workshop on the Taos Pueblo, a destination surrounded by herb and floral gardens vital to the company’s lotions.

Bison Star’s signature scent is sage pine. (Courtesy Bison Star)

Bison Star Naturals has engaged primarily in direct-to-consumer sales through farmers’ markets, trade shows, and arts and crafts events. Their online store at BisonStarNaturals.com also leads to great returns, accounting for approximately 20-25 percent of Bison Star’s overall revenue. Bison Star Naturals products can be found throughout New Mexico and at stores in four different states. The McHorses have their visions set on new horizons in 2020 — gaining more wholesale accounts to expand their reach. 

A major stride reached by Bison Star over the past year included putting UPCs on all Bison Star products to help the company reach “that next level of business,” Angelo previously told Native Business.

“We’ve locked down some product liability insurance, which allows us to enter these bigger markets, so we’ll be able to meet the minimum qualifications and be considered by those big fish that we’re throwing hooks out there for, such as REI or organic retailers like Whole Foods. That’s really where we want to head—to be a major wholesaler,” Angelo said.  

The McHorses started construction on their storefront in Taos, New Mexico, in spring 2019. The business/life partners and parents have so far completed the foundation and opened the doors to their small shop. They plan to resume construction in spring 2020. 

Native Art Market 

The weekend event at the NMAI will feature works by more than 35 Native artists, while offering visitors a unique opportunity to purchase traditional and contemporary handcrafted artworks — ranging from silver and jewelry to fine apparel, beadwork, dolls, pottery, prints and sculpture — by some of the finest Native artists from across the Western Hemisphere. 

Now in its 14th year, the museum’s Native Art Market provides the opportunity for people who appreciate art and craftsmanship to meet Native artists and learn about traditional Native arts and contemporary Native creativity. 

Bison Star invites Indian Country to follow their journey and daily happenings at @BisonStar via Instagram and at www.BisonStarNaturals.com for more information. “We are proud to represent Taos and New Mexico, while we work tirelessly to grow our business,” they said.