Written By Josh Stuyvesant
A new pair of shoes, a haircut, a newly reupholstered driver’s seat—these are some of the makings of that refreshing, clean slate state of mind. The feeling of beginning anew is a powerful product, especially when it leaves clients more likely to, say, get that big break. And this is precisely what Al’s Upholstery provides: a new seat, a clean slate and an opportunity for small businesses to get that big break. Al’s Upholstery sits at the threshold of the South Valley on historic Route 66. It specializes in interior auto upholstery. Al, the owner, keeps to himself mostly in the workshop, while his son, Adam Duarte, takes on most of the business side of things.
The shop shares a wall with Lujan Motorcycles, and the two are a welcome dose of that New Mexico Route 66 style. While Al’s Upholstery is first and foremost a customs shop, the focus of their efforts has turned to service vehicles belonging to the likes of PNM, NM Gas Company, APS, and a slew of small businesses. Though Albuquerque has a huge custom cars culture, there’s just not as much need as one would hope for custom upholstery jobs. Not as much, anyway, as there is for reupholstering trusty work vehicles.
For a small construction business that can’t afford to buy new when its vehicle starts falling apart, Al’s Upholstery is the solution. “It’s been 22 years that we’ve been on this side of town. It’s great to see people’s faces when they get to see the work we do. They can’t afford new things. It’s a feeling that makes us try harder,” says Adam.
The team that Adam and Al have put together is composed of neighborhood friends from back
in the day who have been working with the Duartes for years. They were family long before they were employee’s, so when you walk into the shop it’s a beautiful choreography; they work like a machine, all fine-tuned, well-oiled and efficient components to a whole. Adam speaks with great respect for the team, but a bittersweet tone in his voice rings through. He worries about providing for his workers as business ebbs and flows. It’s a catch-22 kind of business: the demand is good, but not so good that Al’s Upholstery can broaden their product line, hire new employees, and diversify their business.
This, however, is where Adam’s business savvy shines through. In this neighborhood, where, as Adam says “everybody’s money counts,” Al’s Upholstery sources the highest quality product at the most affordable price. They serve a need in their community. The cars, and even the neighborhood itself, are in need of a little reupholstering, and there’s beauty and honor in
the work. Adam says, “When you refurbish something old to new, a vehicle, furniture, anything, it gives you a sense of pride.”
This made me wonder: As Albuquerque grows, will we take to “reupholstering” older, already established neighborhoods like Al’s and Adam’s, or will effort and resources go into burgeoning new ones? The moment we invest in that old, well-loved thing, we feel pride, honor it for doing us well, and maintain a history and an identity.
Al’s Upholstery’s business model is built on a poetic and honest belief that a rough exterior doesn’t actually mean much, and that roughness is an opportunity to re-up, refurbish, and respect a unique vehicle and history. I feel it is Albuquerque’s responsibility to echo their attitude. As Adam explains, “If you just take the time to invest in your community, the response is going to be so much greater.”
Adam’s pride and sense of responsibility is striking. His assertiveness is pulled from the communal air. It’s the fight in this neighborhood; it’s the forceful declaration that the foundation of this place—of Albuquerque and of the South Valley—is not as weath- ered or beaten as its appearance would lead us to believe. Adam challenges us, “I dare people to invite themselves into local businesses, to look around you.” When we take Adam’s advice I think we’ll see a lot already around us, and with a little reupholstering, we can make it not just good as new, but also proud and distinctly ours.
