The Zia Connection: How Lieber's Luggage and Zia Pueblo Are Carrying the Next Generation Forward

The Zia sun symbol has been sacred to the Zia Pueblo people of New Mexico for centuries. Its four groups of four rays represent the four seasons, four directions, four times of day, and four stages of life. It is a symbol of connection, balance, and the enduring spirit of the Land of Enchantment.

When it appears on the New Mexico state flag, it represents an entire state. When it appears on our Zia Luggage Tag, it carries something more personal: a direct relationship between Lieber's Luggage and the Zia Pueblo community — built on respect, generosity, and a shared belief that every child deserves a good start.

400 Backpacks for Zia Pueblo Students

Pictured here are Dustin and Felicia Boyd alongside the Lt. Governor of Zia Pueblo and Martha from Zia Education Services — and one very important small guest in a Spider-Man costume.

Lieber's Luggage donated over 400 backpacks to the Zia Pueblo education system — putting a quality bag on the back of every student who needed one. Because we have always believed that having the right gear changes how you show up. That is true whether you are boarding a flight or walking into a classroom for the first time.

This donation is part of the same spirit that drives our Annual Trade-In Sale, now in its 44th year, where we collect gently used luggage from the Albuquerque community and donate it to local families in need. Gear matters. Access matters. And a community that takes care of its own travels further.

The Honor of the Zia Symbol

Out of this partnership came something we do not take lightly: Zia Pueblo granted Lieber's Luggage permission to use the Zia sun symbol on our luggage tags.

That permission is not given casually. The Zia symbol is sacred, and its use is something the Pueblo community guards with care. We are honored to carry it — and we carry it with the full weight of what it means.

Our Zia Luggage Tag is one of our best-selling Luggage Lab originals. Every tag that leaves our store is a small ambassador for New Mexico, for the Zia Pueblo people, and for the idea that where you come from is worth representing wherever you go.

The Jelly Luggage Tag is another fan favorite — flexible, colorful, and built to take the beating of baggage claim.

Albuquerque Is Our Home

We are not a national chain that happens to have a location in Albuquerque. We are an Albuquerque business — rooted here, invested here, and accountable to this community in a way that no online retailer ever could be.

Partnerships like the one with Zia Pueblo are why we do what we do. Travel is about more than bags. It is about the people you meet, the places you come from, and the communities you carry with you.

Thank you to the Lt. Governor of Zia Pueblo, to Martha and the entire Zia Education Services team, and to every student who is now heading into the school year with a new backpack on their shoulders.

You are going places. We are glad we could help you get ready.

Shop the Zia Luggage Tag and our full collection of travel essentials at liebers.com.

— Dustin & Felicia Boyd, Lieber's Luggage