Meet Kristina Montoya

We’re excited to introduce you to the always interesting and insightful Kristina Montoya. We hope you’ll enjoy our conversation with Kristina below.

Kristina, we’re thrilled to have you sharing your thoughts and lessons with our community. So, for folks who are at a stage in their life or career where they are trying to be more resilient, can you share where you get your resilience from?

My resilience comes from my family and the life we’re building together. Knowing that this business supports and includes the people I love most gives me a deep sense of purpose, especially on the hard days. Watching my child grow up around creativity, hard work, and community reminds me why it’s worth pushing through challenges.

It also comes from our community. The support we’ve felt from Tucson—customers, fellow artists, and neighbors who show up again and again—has been incredibly grounding. Being surrounded by people who believe in what we’re creating makes it easier to keep going.

Lastly, resilience has come from experience. Building Sparrows & Sombreros has taught me that setbacks don’t mean failure—they’re part of the process. Each challenge has strengthened my confidence and trust in myself, reminding me that growth often comes from simply continuing to show up.

Thanks, so before we move on maybe you can share a bit more about yourself?

Sparrows & Sombreros is a family-run art and apparel brand based in Tucson, Arizona. What started as a creative outlet has grown into a deeply personal business rooted in storytelling, humor, and our love for the desert we call home. Every design we make is original and inspired by the Southwest—where javelinas fly, quails roam, cowgirls reign, and the strange and wonderful are celebrated.

What feels most special about Sparrows & Sombreros is that it’s truly a family effort. I run the brand alongside my husband, Michael, and our son is often right there with us—helping at the shop, laughing through the chaos, and growing up inside the rhythm of a small creative business. Our work is woven into our daily lives, our relationships, and our community. This isn’t just what we do—it’s how we live.

We focus on creating pieces that spark connection. Whether it’s a shirt that makes someone laugh, a print that feels nostalgic, or a design that reflects Tucson’s unique personality, our goal is to make art that feels familiar yet unexpected. We want people to see themselves, their city, or a memory reflected in our work.

We’re especially passionate about staying local and supporting the creative ecosystem here in Tucson. You can find our work at Proper Shops downtown and online, but more importantly, you’ll find us at markets, events, and pop-ups—talking with customers, meeting neighbors, and building relationships face-to-face. That connection is what keeps us going.

At its heart, Sparrows & Sombreros is about resilience, creativity, and community. It’s about choosing to build something meaningful, even when it’s hard, and believing that art—especially local art—has the power to bring people together. We’re grateful every day for the support that allows us to keep creating and sharing our version of the desert story.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, the three most impactful qualities in my journey have been resilience, adaptability, and community-building.

Resilience has been essential. Building a creative business means navigating uncertainty, financial stress, and moments of self-doubt. Learning how to keep showing up—especially on the hard days—has made all the difference. For anyone early in their journey, my advice is to give yourself permission to grow slowly and to not quit during a temporary low. Consistency matters more than perfection.

Adaptability has also played a huge role. The ability to pivot—whether that means changing product offerings, learning new platforms, or adjusting how and where we sell—has helped us stay afloat and continue growing. Early on, I’d encourage people to stay curious and open. Pay attention to what’s working, listen to your customers, and don’t be afraid to evolve.

Finally, the community has been everything. Building genuine relationships—with customers, other artists, and local businesses—has shaped our success more than any single marketing strategy. Supporting others, collaborating, and showing up in real life creates opportunities you can’t plan for. My advice is to lead with generosity, stay connected, and remember that growth doesn’t happen in isolation.

Together, these qualities have helped turn a creative dream into something sustainable, meaningful, and deeply rooted in community

Is there a particular challenge you are currently facing?

The biggest challenge we’re currently facing is finding balance between the business and our family. Because Sparrows & Sombreros is so intertwined with our everyday lives, it can be hard to step away and truly rest. When you run a small creative business, there’s always more to do, and it often spills into evenings, weekends, and family time.

We’re working through this by being more intentional about how we spend our time—learning when to pause, when to unplug, and when to say no. We’re also trying to build healthier routines around social media so it supports the business without taking away from being present with our family. Sharing our journey online is important, but protecting time with the people we’re building this for matters just as much.

At the end of the day, our goal isn’t just to grow a brand—it’s to build a life that allows us to create together, stay connected, and enjoy the moments in between.

Contact Info:

• Website: https://sparrowsandsombreros.com
• Instagram: sparrowsandsombreros
• Facebook: Sparrows and Sombreros

Image Credits

Kristina Montoya