Albuquerque — Exotic importations, paintings, Mexican artisanry and an extraordinary collection of catrinas, the traditional figurines of elegant skeleton ladies, fill the walls, shelves and ceiling of Masks y Más, located in Nob Hill.

And while it may not be the best-equipped store to brave an economic recession, owner Kiko Torres went ahead and created sales strategies.

In past years, businesses in the Nob Hill area have been profitable, since part of their market is tourism, and they’re right along Route 66.

Even so, they have also been affected by the crisis. Jim Neustel, member of the Nob Hill Business Association, said the economy has had a mixed impact on the area.

“Nob Hill is such a unique place with such a wide variety of interesting shops that offer products you just can’t find anywhere else. Because of that, some of the businesses are doing well,” he said. “There are also some that have been hurt by the slowdown.”

Although Torres admits the first three months of the crisis were difficult, sales rose when he gave a new face to the business.

“We are always growing. Soon, we’re going to open a store with antique furniture, and right now we offer t-shirt embroidering and printing services that have had a lot of success and brought in new clients,” he said.

Masks y Más, which has been open for seven years in its location at 3106 Central Ave., owes its name to the beginning of the business, when Torres traveled to Mexico to begin his studies and began a personal collection of masks.

His friends asked for a few, and he sold them some.

It was then that he thought about starting his own business, a dream that he would make a reality in 200 when he met a few businessmen and traveled to Mexico.

“We offer authentic artesanry. I do business with the artisans from Capula, Michoacán, myself. I see how and with what material they create their products,” Torres said.

Inside Masks y Más there is a wide variety of catrinas, all painted with an exclusive and exquisite design. Painted and crafted by hand, they are all made with clay, a treat for lovers of the craft. The tradition of masks has continued – it’s one of the best sellers – although they don’t just bring them from Mexico, but also import them from Africa.

As well as a form of support for local artists, there are a number of works from painters like Brandon Maldonado and Óscar Lazoya.

For Torres, the antique furniture store that will soon open, is a new challenge, while Tara Green, store manager, is preparing to enter the cyber market in the future.

“I am meeting with a woman to build a commercial Web page, so people from around the world can purchase our t-shirts and novelty items. I am preparing for many hours of work,” Green said. “I think we can keep it going and grow and grow.”