THE INDIGO MARKET wants to make you smile while you shop. The two-year-old Taos boutique specializes in eclectic locally made goods, including baby onesies, organic skin care products, sunglasses, loose-leaf teas, and throw pillows that look like dogs. “We have a lot of humor infused into our shop,” says Amanda Taylor, who co-owns the store with her mother, Jennifer Hoffmann, and sister Abigail Vogel. “That’s a strong value of our whole family.”
Opened in 2022 on Paseo del Pueblo Norte, Indigo Market moved to Taos Plaza last year, where their festive window displays quickly became a hit. One holiday tableau, for example, featured Santa’s sleigh as a hot-air balloon.
Taylor and her sisters spent their early childhood in Iowa, running between their parents’ restaurant and their grandparents’ gift shop next door. “Some of our fondest childhood memories are of staying up late while my grandmother designed her windows,” Taylor says. “Now, you’ll find us here until 2 a.m., putting all our ideas together. We like to revamp the space, so it’s always changing.”
The family moved to Angel Fire in 2000 and got into construction and real estate before realizing their dream of opening a shop in Taos. They prioritize carrying products from women-owned businesses, such as Dryland Wilds’s soap and perfume and Birch & Heart’s handcrafted jewelry, as well as goods that are designed to elicit chuckles. Their Taos T-shirts, featuring images of dancing skeletons or roadrunners, appeal to visitors. But they aren’t “the generic tourist shirt,” Vogel says. “It’s part of your memory from your trip, but it’s not like anything else you’ll find in town.”
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Shop the Indigo Market at 107 B North Plaza, Taos, or online.