As Indigenous artisans and designers, Rico and Crystal strive to represent modern Indigenous lifestyles to a broader audience through a distinctive Indigenous artform known as Northwest Coast formline art. They envisioned a business that included a gift shop in downtown Juneau that sold fine art, products for modern Indigenous people to represent their heritage, and products for non-Native people to appreciate without cultural appropriation. As active advocates of diversity in communities, Rico and Crystal Worl also promote diversity through their civic engagement.

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