The Marketing Experiences of Three Southwest Indian Silversmiths

Abstract:
The financial risk of the contemporary world presents no great risk than the environmental risk of the past. One must be equipped with a certain amount of knowledge and skills about their surroundings to survive. Similarly, Southwest Indian silversmiths must have the knowledge and skills to effectively market their jewelry. This thesis examines the marketing experiences of three Southwest Indian silversmiths to learn how they offset the financial risk and uncertainty of the Southwest Indian jewelry market using risk-buffering strategies of diversification, storage, mobility, and exchange in their marketing approaches. In the development of each individual's market opportunities and approach to working with silver, these three silversmiths recognize the importance of silverwork, not only as part of their livelihood, but also as part of their cultural, social, and economic identity - silverwork is an extension of who they are as Southwest Indian peoples.

Author: 

Sarah Del Seronde

Chair: 

Jay Stauss

Publication: 

thesis

Year: 

2000

Arizona State Museum: 

M9791 S476
College of Social and Behavioral Sciences