Jamie Schulze, director of operations for the Southwestern Association for Indian Arts (SWAIA) and enrolled member of the Northern Cheyenne tribe, organizes the world’s largest Native American art show—the renowned Santa Fe Indian Market. The annual event—celebrating its centennial year in Santa Fe, New Mexico in 2022—draws an international crowd interested in all facets of Native arts including pottery, dance, fashion, digital design and jewelry-making. Explore the history of the infamous Indian Market and its upcoming Native arts e-commerce platform, Indigenous Collections, in this For the Love of Jewelers podcast episode. Join host Courtney Gray and Jamie as they discuss meaningful partnerships, educational opportunities and highlighting the voices of so many different marginalized nations.
Jamie Schulze, director of operations for the Southwestern Association for Indian Arts (SWAIA) and enrolled member of the Northern Cheyenne tribe, organizes the world’s largest Native American art show—the renowned Santa Fe Indian Market. The annual event—celebrating its centennial year in Santa Fe, New Mexico in 2022—draws an international crowd interested in all facets of Native arts including pottery, dance, fashion, digital design and jewelry-making. Explore the history of the infamous Indian Market and its upcoming Native arts e-commerce platform, Indigenous Collections, in this For the Love of Jewelers podcast episode. Join host Courtney Gray and Jamie as they discuss meaningful partnerships, educational opportunities and highlighting the voices of so many different marginalized nations.
Courtney Gray:
Welcome to For the Love of Jewelers, a podcast brought to you by Rio Grande Jewelry Supply and hosted by yours truly, Courtney Gray. Now in our third season, we celebrate the unconditional strength driven by our passion to create and the motivating factors that enable us to adapt. We recognize the relevance and resilience of the jewelry industry through inspirational stories that challenge and honor its makers. Our journey although unchartered is one we are on together. Let's pause, share and discover the variety of silver linings gained from each personal story of innovation and determination.
Courtney Gray:
Southwestern Association for Indian Arts or SWAIA is the nonprofit organization that is responsible for the annual Santa Fe Indian Market. For the past century, the Indian Market has brought together the most gifted Native American artists from the US with millions of visitors and collectors from around the world. This extended weekend of beauty and celebration ranks as the world's largest and most highly acclaimed Native American art show.
Courtney Gray:
Santa Fe Indian Market is widely known as the place where Native American art and culture meet the world. Indian Market also serves as a principal means for advancing the careers of many of today's noted American Indian artists. Joining us today is Jamie R. Schulze, the director of operations for SWAIA. Jamie is an enrolled member of the Northern Cheyenne Tribe. She is also a certified business and life coach with a leadership training certification. She is excited to be a part of bringing native arts to the world through collaboration and education. Let's dive in.
Courtney Gray:
Hi, guys, welcome back to For the Love of Jewelers. We have Jamie Schulze here from SWAIA. Jamie, introduce yourself to us.
Jamie Schulze:
Thank you, Courtney. So, I'd like to start off by just saying [foreign language 00:02:07]. So, I essentially just said good day, my native name, and thank you. I'm so excited to be on this podcast with you, Courtney, and excited to talk about the things that we're going to be visiting about.
Courtney Gray:
Me, too, Jamie. I'm so grateful that you were able to take the time. We are here in jewelry month and we're going to talk a little bit about that and the SWAIA organization, the Southwestern Association for Indian Arts. Why don't you explain your role and what you do day to day for SWAIA?
Jamie Schulze:
So, SWAIA, Southwestern Association for Indian Arts or Santa Fe Indian Market, which most people know it by, is an event. So, the Santa Fe Indian Market is under the umbrella of SWAIA. So, I am the director of operations and have held that position for the last year. And what that means is doing everything, so a little bit of chief bottle washer and diaper changer and dishwasher. But it really is been an invigorating time within the organization to be a part of something, not only this great for the past 100 years, but also where Kim Peone, our Executive Director, her vision taking that forward into the future.
Courtney Gray:
It sounds like it's an important role. What did you say? Chief diaper changer?
Jamie Schulze:
Bottle washer and diaper changer, dishwasher.
Courtney Gray:
Whatever needs to be done, yeah. Why was it so important for you to join this organization? Can you tell me how you started?
Jamie Schulze:
Absolutely. Yeah. So, I started as a volunteer coordinator in 2019. So, I've been with the organization for just around three years, and dealing with not only the lovely people that volunteer every year to make this event happen, but also seeing the artists and what they do was just inspiring. So, it really inspired me to be part of something much larger than myself, but also to see the effect of this one event for artists but that it's a year-round initiative to create this event and how that affects economies in hundreds of tribal nations.
Courtney Gray:
That sounds like super important work not only for you and what you're doing and for the organization, but for so many indigenous people. And we're going to talk a little bit about this as we move through our chat today. And thank you again. Can you explain the mission of SWAIA? What is the outcome, the goal, the big goal here?
Jamie Schulze:
So, the mission of SWAIA or Santa Fe Indian Market is to bring native arts to the world through creating meaningful partnerships, fostering education, in my eyes and for my perception, and this is also from just seeing what the organization has created, but what native arts mean to the world is extremely vital. That voice in the world right now is representative of so many different marginalized nations and having an event that creates the opportunity for these artists, not only to have an artistic award of excellence but also to be renowned by their peers and by their community is an extremely important thing.
Jamie Schulze:
And so, our event, once a year of the third week of August has been, for the last 100 years, and we hope for the next 100 moving forward. But within that, too, is it's just a really vital time for the art period, but mainly for indigenous voices and all of those issues that we're facing as tribal people.
Courtney Gray:
Perfect. Thank you so much. Yeah. I love this role that I get to have as a host of this podcast because I learned so much. Every interview, I get to learn more and more. One of the most significant things about the Santa Fe Indian Market and SWAIA, for me, was just as rich timeline, the foundation and how it was born and how it's grown and evolved over the 100 years. Can you give us just a little history lesson, Jamie, or a big one? This would be a bigger one.
Jamie Schulze:
Well, definitely. There's way more educated people on this subject. And some of them have actually got their PhDs on it. But from an overview and digging down to really see what the organization had started from in the 1920s to 1922 is really an anthropological point of view. So, the first Indian Market fair, and I should say the first Indian fair, happened in 1922. And it was actually not just the southwestern Pueblo people being represented, but also the plains and the Navajos and from all over the states because it was literally an artifact type of fair. Because at that time in 1922, a lot of these nations were so... There wasn't a surety that they would be around.
Jamie Schulze:
So, from that place, it moved into about 1923, it became its own association. It was the Indian Affairs Association. Because before historically, it ran with the Fiestas in the 1930s. Actually, the Indian Market, as it was changed in 1920 to 1924. Actually went to the Pueblos for about a matter of four years and was held, I believe on several of the Pueblos around Santa Fe. Because the Tewa people, this is their homelands, is Santa Fe, New Mexico. So, there was a time that it was actually held within Pueblos.
Jamie Schulze:
And then, it came back to the city of Santa Fe right around 1935, 1936. And so, from that time moving forward, it became the Southwestern Association for Indian Arts, really creating its focus back to the Pueblo people. And then, in 1959 or so, it had another shift, which is fascinating, too, because1 then it started opening it up because, at the time, it was a little maybe not as interested. If you look at 1959, 1960, what was happening in the world, there was a lot of different things going on.
Jamie Schulze:
And so, there was various wars and people talking about that. And so, it shifted then and had restarted encompassing other tribal people. And then, there in the 1970s, jewelry was introduced, other art forms were taking place. And there is a real aspect of that shift, and that changed. But when it first started in 1922, the state of New Mexico was also looking for tourism, at touristic, and didn't want just the curious, right? So, this fair that ran historically with fiestas was another fair that hopefully, people would travel to see.
Jamie Schulze:
So, we have a few of our fellow partners at that time period, which is that SAR, which is a School for Advanced Research, is going to be 100 years old as well. The hotel La Fonda is celebrating their 100 years. So, you have a variety of these different initiatives within also our market that was popping up at the same time, some of it to actually create tourism, some of it and preservation of...
Jamie Schulze:
The goal behind it was, though, to inspire people to keep their native traditions and techniques alive and moving forward. And that in particular with the pottery, even back in 1922, is when they started issuing awards, but the artists weren't actually allowed to show up and sell their own wares until 1933.
Courtney Gray:
Yeah, we were talking off the microphones about this point a little bit, Jamie. And to me, that's so significant as I coach people, how do you get in front of your work? How do you present yourself? A lot of people that are buying art, I think are buying from the person because they like the person or they like the energy. You embody your own work in the sense. So, being able to get up in front of the work. Can we talk a little bit about why they were not previously able to do that?
Jamie Schulze:
So, from my understanding, and there are probably be a few people out there that would like to correct that, so I'm always open to this conversation because I'm always learning, that there was a real element of... This was a fair for the tourists. But even at that time, until 1933, artists weren't being brought in from the reservation. So, there were people going out to the reservations, purchasing the art from them, bringing them back to this fair, and then reselling them. And even with the cash awards, the idea was to preserve and keep some of these techniques in perpetuity. So, they liked some of the older techniques. They did not want to lose those techniques.
Jamie Schulze:
So, they had a cash award attached to keeping those techniques alive and well within that timeframe, which artists were evolving out of some of this. And also some of it was due to potentially the lack of materials. Because artists are creative. So, they were using, probably found materials, different finishes. So, it became an idea from the folks that started this Southwestern Association for Indian Arts or association, which was the Association for Indian Affairs, originally, to actually keep these techniques attached to awards with pottery in order to keep those techniques alive.
Jamie Schulze:
So, it's really interesting, because even back then, I just want to say at the patriarchy, like to certain technique, like to certain type of work and wanting to preserve that. And so, we see the evolution of market actually taking on so many different forms, and actually becoming finally a nonprofit in 1970. Because prior to that, it was a for-profit corporation. So, the variations of this organization and its initial goals, and its initial wants, and ideas have shifted over the last 100 years, which, of course, you're going to see with any organization of this length.
Jamie Schulze:
But I love that when it came back into the artists' hands for the native indigenous artists to really use that as their vehicle. And within the organization now, too, that is the goal, is to offer more opportunity, more tools, and actually recognition on a global platform instead of just the very local platform to have our voices out there through our art.
Courtney Gray:
What a wonderful effort and just amazing to hear the history and how things can change over time. Speaking of change, the economic shift, I guess, represents why this growth of the prize money went from something like $1 to what it is now. Can you speak to that just a little bit, Jamie? That was fascinating.
Jamie Schulze:
Yeah, once again, the attachment to these techniques was really very pointed back in the 1920s. And it took on various forms of that. But our awards actually are very, very beneficial for the artist. And, of course, they're up higher now. So, our Best of Show award is $10,000 for that piece to win at Best of Show, and then we have different categories and classifications and divisions, and those awards go down by that amount.
Jamie Schulze:
But what that does for the artists too, is, like I said, brings their peers and their community together to celebrate their art, but it does have this cash award attached to it which is inspiring because some of these pieces are just so cutting-edge and so amazing and deserve that more.
Jamie Schulze:
I'm sure it's very hard for the judges to actually pick those pieces during the event. But it also inspires this elevation of the actual work itself within the categories, so you're always striving to do more.
Courtney Gray:
As a driver, right? It's a motivator. And also, a necessity to have the income for materials and to keep these things alive. I love the idea of keeping the arts alive, especially these techniques. We may have already covered this, but it's just so interesting to me. What do you think this marketing organization has meant for the indigenous artisans and for that preservation of techniques? Can you maybe give me some examples?
Courtney Gray:
Oh, and you know what, I really wanted to share a quote from Shane Hendren who is the Jewelry application engineer. And he's really responsible for connecting Jamie and I today so we could share this with you guys this information about this really spectacular event that's annual. But let me read what Shane said. I said, "Shane, tell me a little bit about your take on SWAIA and what it's done in the Indian Market." And he stated the other day, he said, "The Indian Market has a long history.
Courtney Gray:
However, as a jeweler, I know this event is directly responsible for taking indigenous jewelers out of the back rooms where they made minimum wage or slightly above mass-producing cheap tourist jewelry. They are now able to make works of art, gain a following and make a viable career that enables them to raise their family out of poverty, and provide them with new and better opportunities."
Courtney Gray:
Then he went on to say," SWAIA is like the voice, an avenue to success for indigenous people, and is heading into a global connection for these makers and tribes." You got to be so proud to be a part of this work, Jamie.
Jamie Schulze:
That's a beautiful quote. And I just want to, once again, thank Shane for his tremendous effort and connecting us. And as a, from a family of artists, myself, I moved off the reservation when I was fairly young. So, around 17. There wasn't a ton of opportunity. And so, coming to New Mexico, and the diversity here was pretty profound. It was one of those things where you're like, "Wow", and then falling in love with the people and the land, but also being welcomed in by the Pueblos and other tribal people that lived here. It was a really exceptional time for me.
Jamie Schulze:
But I think what you're addressing here is really vital. And Shane said it beautifully, is if you didn't have to leave your own homelands to provide for people, to prefer your people, your family, what difference that would make. And so, I think SWAIA steps out with not only this event, but the other things that we're going to be doing in the future to allow people to do their art on many various platforms and create that economy that is not requiring them to leave their homelands.
Jamie Schulze:
And so, this free commerce is really vital right now. But the voice behind it is also vital. And we all know that that voice of art throughout the world is incredibly powerful. But for indigenous voices in this time, it's one of the most powerful vehicles and we're seeing so many varieties of this type of art in all of its classifications.
Courtney Gray:
Can you give us a little more detail on the classifications of the techniques that are so prominent in this particular show? This is a different one, you guys. It's not just about jewelry or silver jewelry. This is about pottery, wood carving. Can you share with us some of the-
Jamie Schulze:
Beadwork and diverse art and sculpture and Pueblo-wooden carving and painting in 2D. So, we are the largest juried in art markets, so in the world, and that means that during in-process is actually the standards, the standards of what materials are used, if it's contemporary, if it's traditional. And so, those standards are overseen by the organization and the committee and an artist, Alliance Group, because it changes.
Jamie Schulze:
And so, one of the things that it upholds is this very, very high connection to your work, and to actually be in market, you've had to pass these standards and use these standards moving forward. So, those classifications, we judge 10 of them right now. But we are looking at these new and fabulous voices of new art coming out from our youth, which is digital art and filmmaking. And so, historically, that's why it has had a film classification.
Jamie Schulze:
We're looking at that as another extension of how vital that is. It's not taking place this year, but it's something that we're contemplating and looking at and asking for feedback on.
Courtney Gray:
So, this is an evolving thing, for sure, with so many different diverse pieces of art. I really want to come. I've never been and, you guys, looking at these pictures as I talk to Jamie of the event itself, it just looks like such a rich environment and you just learn so much and be able to experience these techniques and meet the makers. This is awesome. So, this is a special time, you guys. This is the centennial year, the 100-year anniversary of the very first Indian Market. We mentioned that earlier, Jamie, and it's the biggest in the nation.
Courtney Gray:
So, this is like the hub, the center. And I understand many other art shows and things are spinning off of this. This event is a model, I guess you would say. Have you seen that and witnessed that in your time with SWAIA?
Jamie Schulze:
Yes, absolutely. I think Santa Fe is extremely busy at this time. There are many different openings or gallery openings or exhibit openings. And it's really just a beautiful celebration of indigenous art, artists, and their voices. And historically, like I had mentioned previously, SAR is having their 100-year. La Fonda is having their 100-year, but also Gallup International. So, it's not just about Santa Fe, but the state of New Mexico and all of these offshoots of celebrating indigenous culture, indigenous art, but it does get very, very targeted to Santa Fe during the third weekend of August.
Jamie Schulze:
And we're excited to have so many people here, would love to see you whenever you find the opportunity. And yeah, once again, it's a coming together of community. It's a coming together of voices. It's a coming together of people for the first time maybe being educated about certain pieces of art and getting to meet those artists, and have them explain their own work.
Courtney Gray:
Oh, my goodness. And how many artists are we foreseeing will be participating?
Jamie Schulze:
Well, the last couple of years have been very different just due to COVID. But we historically have about over 1000 artists that apply. Our footprint is limited in Santa Fe, unfortunately, just physically. So, we can have up to, I believe 700 booths. So, that will vary on whether artists are sharing or not. So, we're expecting close to 1000 artists.
Courtney Gray:
That's a little bit to organize on your end, Ms. Director of Operations. Are you in personal contact with each and every 700 participants?
Jamie Schulze:
Unfortunately, I'm not. But I do try to reach out as much as possible. But we have a great team that has come together. So, we have wonderful artist services team that does reach out and speak to about 1000 artists, if not, more, just answering questions and helping as much as possible. I do get to have some of those conversations, which always just inspire me. So, I'm always grateful for that. But I do find my job that pulls me in other directions to start getting ready for this event.
Courtney Gray:
Yes, big undertaking. Well, we show up at these types of events, Jamie, and it's like, "Well, this is amazing." But you don't realize the work that goes into it, behind the scenes. Like you said, it's a year-long-plus endeavor each time. So, we're grateful to folks like you who dedicate themselves and their energy to these important events.
Courtney Gray:
Let's talk a little bit about moving into the new direction for SWAIA. And I think we touched on it earlier. But I really want to dive into the indigenous collective that you're forming. Tell us what that's about. And was that born recently, or it was something that's been in the works for a while?
Jamie Schulze:
So, when Kim Peone first came on during COVID, she saw the necessity for a digital basis and knew that it had to shift. And I think from her vision of what that meant, we had a virtual Indian Market for 2020, learned a lot. But one of the things that we learned was that there had to be an e-commerce platform for artists and moving forward. So, Indigenous Collections is launching and that will be this year. It has been an endeavor to bring forward and invite people into that. So, we're super excited about it. It's another tool.
Jamie Schulze:
Application acceptance isn't as stringent as they would be for market. But we do have some of the standards that apply to different areas. So, this gold housekeeping stamp of approval for the buyer is also very valuable, but it's extremely valuable for the artist to have the marketing managed by our brand, because we already have a very global presence.
Jamie Schulze:
And so, bringing them forward under that, and allowing them to also have different discussions around what digital marketing, eCommerce, and doing that with a trusted partner is really important. So, that's what we're excited to have happening here soon.
Courtney Gray:
And when is this launching? I'm excited.
Jamie Schulze:
So, I was told not to give an exact date.
Courtney Gray:
It's top secret. Well, because you never know with these things. It takes a lot of time just to build a website for one artist. Imagine these are micro-sites for however many you end up representing. So, are you going to be involved in the management of these websites, the loading of product, or this coaching, I guess?
Jamie Schulze:
Yeah, we will all be involved in that. And just due to the nature of digitization in itself, I think that digital divide had been really hard to navigate for some artists in the beginning. And that's also due to their own infrastructure around WiFi connectivity, having the tools needed to actually create something like that. So, we're trying to make that as seamless as possible for the artist and easy with uploads from your smartphones. And some of our artists don't even have that.
Jamie Schulze:
So, really having this concept of helping them get what tools they need in front of them to do pictures, to do bios, to have that understanding. And so, we're working on all of that. So, yes, the whole team is going to be part of that process. But we've got it streamlined enough to really have that be much easier than it was a couple of years ago, because we did learn a lot during virtual Indian Market.
Courtney Gray:
Yeah, I feel like the silver linings of COVID are showing up more and more as we get through these first two years. I guess it's been of us dealing with this big gigantic shift in everybody's life, globally. I feel like this has been a push, like a little push in the right direction for a lot of companies and a lot of organizations like SWAIA. Do you think that this would have happened without that necessity? It's a necessity in general, but sometimes negative things can be motivating.
Jamie Schulze:
Definitely. I really don't know, Courtney, and I would say probably not. One of the things that we really heard a lot was, ‘the way it was.’ We want it back to the way it was that was from collectors, artists, visitors, volunteers. And what we had to be really clear on is that we were pivoting in a very crucial time, in order to have any type of event for artists that were in desperate need of it during COVID. So, we understood this strong attachment to our beginnings and the passion behind that.
Jamie Schulze:
But also, had to actually let people know that things had to shift in order for there to be sustainability to the organization, but also to offer these tools to more and more artists that needed the help. And also, not just help but wanted to be part of it to be inclusive to start creating a platform that was not limited by a physical footprint but could be a community of artists with that singularity of sharing artwork, sharing their stories, and having a safe place to do that.
Courtney Gray:
Yeah, and to, again, be under the brand of something that's well established. I would think that that's creating a lifeline for many of these indigenous artisans who don't have even Wi-Fi like you said or may not have access to the tools. Thank goodness for iPhones because we can snapshots of our work. We can upload like you said. This is powerful. So, this is just starting, and we're going to see it grow and evolve and just feed so many makers. I'm super excited you're doing that.
Courtney Gray:
Yes. And so, the vision too of the Indigenous Collective is to reach beyond. This is the wonderful thing. We're meeting in Santa Fe, I'm here in Austin. You can really globalize this if it goes in that direction once you get it on its feet, so beyond the United States and into Canada. Right?
Jamie Schulze:
Yes. Well, there's so many visitors that come to our website from all over the world. So, the brand is there. And so, Indigenous Collections is going to be another vital tool for the artists to have people discover or find them from all over the world, and have actually an education piece of getting to know those artists where they're at. So, Kim always says, meeting the artists where they set. So, whether that is on a Zoom call or over an email or through social media.
Jamie Schulze:
It's really trying to connect them through the world that way, but also having this very prestigious, very beautiful event in August that is going to be also a part of it. So, it's really exciting.
Courtney Gray:
I would imagine, too, that this might be a place where gallery owners would come to seek out work that they could showcase in their storefronts. Is that something you've experienced? And with the website now too, this will be great.
Jamie Schulze:
Yes, absolutely. So, I'm sure that you'll see that we have many different galleries within set, well, not just an art Mecca, not only for indigenous art, but beautiful art of all genres and types. And so, during Indian Market, absolutely, and one of the things that we're pivoting to this year is called Art Indigenous at the Railyard. And we're going to be doing that on that Thursday, Friday of Indian Market.
Jamie Schulze:
So, 18th to 19th of August is looking at inviting galleries in that are representing native arts and having them showcase their native artists during that time. So, it's the actual flip. So, we're actually having this area in Railyard where the galleries are going to come forward and showcase their native artists. So, we're really excited about this new venture.
Jamie Schulze:
One of the things we've always looked at is, and Kim is adamant about is tools, any type of tool that we can bring to the artist, any type of recognition we can bring to the artist, and exploring that option and seeing if it will work. Because this is just a really important time for us to get back into the hands of all artists or any artist, more tools for them. Choices are really extremely important right now.
Courtney Gray:
When you say tools, I'm picturing a saw frame or a hammer. This is not what we're talking about, right, Jamie?
Jamie Schulze:
No. I always think of a tool belt. But I think it's anything that allows you to actually grow your business, to grow yourself, and to learn from that perspective. And you do that within a community of people. So, when I say tools, I'm looking from digital-physical reading, but also talking to other artists is always really, really vital. And that's what the actual event brings.
Jamie Schulze:
But we're hoping to bring that hub even into a virtual platform and a virtual digital platform of having those discussions through our website that artists can find resources and be able to make pivots when they need to.
Courtney Gray:
Tools in the tool belt. Yeah. How do you get your work out there? And just it's a mystery. A lot of us are so creative, our brains, and making things and designing but we forget that 50% of this is putting that work out there and getting it in front of the public and pricing it. And it goes on and on, those tools that we need to learn as creative entrepreneurs or solopreneurs. Will get on y'all. This might be something that we share even beyond, create the tool belt for the creatives.
Jamie Schulze:
Well, I think that vital piece of this is we're talking about living communities. So, the word preservation always irritates me because these communities are still alive and well. But there is techniques that have been passed down from generation to generation that need support and need funding, and that need to be brought forward what we call art right now. But they're actually a way of life. And so, they've been a pathway through these cultures for generations and generations and 100s of years.
Jamie Schulze:
So, beyond just being just an artisan or a maker, there's a way that that's cultivating and creating a life pathway in these communities that so need that support right now. That's what inspires me the most to have so much passion is to, once again, bring choices and bring options to the table so that they don't have to leave if they don't want to or if they can go home if they need to you and not have this be stuck in this funding issue.
Courtney Gray:
Yes, that makes total sense. It makes me want to ask why that's so important. I've never visited a reservation. I don't know what that's like. It sounds fascinating to me to go and experience this as somebody who likes, or who's curious and I like to learn about people and things, or just a very curious person. Could you give us may be an example or two of what that must be like to have to go off the reservation to leave your family or your tribe and go and sell your wares? Why is that so important?
Jamie Schulze:
Well, I do that from the perspective of the Northern Cheyenne Nation experience. I can't speak for other reservations. You have to understand these are all treaty rights. And each different nation had a different treaty with the US government, but based upon those treaty rights, certain things were optional or not optional. It's funny when people say, "Well, you get free health care, and you get this." It really is not that aspect to it. And it also depends on the state that your reservations in. New Mexico's basis for their economy is tourism. So, it's vital for them to actually grow that and support that.
Jamie Schulze:
Montana's is ranching and farming, so it's a totally different economic driver. And the opportunities just weren't there when I was growing up, so the necessity to leave the reservation was very hard for me. And that wasn't just from a perspective of art. But that was actually just from a perspective of living. So, I did make my way in Santa Fe, like I said, fell in love with the culture, the land, the people, would go home, miss home, but I just had to create a business off the reservation.
Jamie Schulze:
And so, that is something that I hope to address is empowering business owners and business people or business-minded people to have different tools. And that comes with your art entrepreneurship or your art business as well. So, you're discussing some of the same things, but you're educating yourself about business at the same time. So, that to me is hand in hand.
Jamie Schulze:
So, more options, more choices, and more viability for these communities that are potentially losing people that have left their reservations in order to make it off the reservation.
Courtney Gray:
I did a little research on, Jamie, because I always do that and I like to learn like I said. Anyway. You are a certified business coach, is that right?
Jamie Schulze:
Yes, I am.
Courtney Gray:
And life coach, which is exciting to me because this is a part of my world too. And I just think it's important. I think every coach needs a coach. Everybody needs a coach. I bet that your education there plays into this quite a bit. It sounds like you're perfect for this type of role.
Jamie Schulze:
Well, I was also a business owner for many years. My husband and I owned a lodging restaurant in Taos Ski Valley for many years and creating community in the middle of the mountain to get through winter snowstorms. Winter is our prime time. I had grown through that business understanding through the hospitality business, too, which is you inspire people with a vision. And it's not just about having a job. So, when we sold that, the opportunity to go back to school was there. So, I went back to school. And that's how I ended up here at SWAIA, and I'm very extremely grateful for that connection.
Jamie Schulze:
Because the Institute of American Indian Arts, my mother graduated from that in 1965. So, it felt like it was also just another familial pathway. So, the business coaching and the life coaching came while I was... I owned my own business and kept up and learned a lot of that in order to understand human nature.
Jamie Schulze:
And also, the aspect of running a team and making sure that it was a productive healthy team. Because that type of business can be very, very hard on the individuals. So, my goal was always to create safe spaces and productive spaces for people to grow and to show up.
Courtney Gray:
Oh, man, I love this. Awesome. Is that what you studied at the Institute of American Indian Art, or was IBIA?
Jamie Schulze:
So, it's IAIA. So, Institute of American Indian Arts. And I was in the process of getting my bachelor's in Indigenous Liberal Studies. And I say in the process because I'm still working on that because I got sucked into SWAIA, which I'm so grateful for during that time. But yeah, that was another hand in hand, and that's a program that I think that they're renowned for, is their Indigenous Liberal Studies, as well as their art.
Courtney Gray:
I keep thinking about going back to school, Jamie, but I don't know how much of a student I am. I choose to be a student of life I think, and learning hands-on have always been my route.
Jamie Schulze:
I have to say there was something to the structure that was a really lovely reframe to actually doing orientation and running around gym at close to 50-year-old with 18-year-olds. It was really fascinating. But it was also a perspective of just changing my own mind about myself.
Courtney Gray:
Perspective. We're always doing that, hopefully learning and growing and moving. Well, sounds like, Gosh, everything just led up to this work that you're doing with SWAIA. Thank you for sharing all of this. I want to get back to the event and give people a sense of what it's like to experience the event. We have a fashion show. We've got performances, amazing performers, the silent auction. Can we just explain each little factor to our community?
Jamie Schulze:
Absolutely.
Courtney Gray:
And we're going to entice them to come, Jamie. We're going to get them out there volunteering, joining in memberships, and all the things, sponsors.
Jamie Schulze:
So, market is always that third weekend of August. We start preparing for that, of course, the week of, and so there are other various events that build to Saturday, Sunday, which is the actual Indian Market on the plaza. So, the few things that you've talked to me just briefly about, they're Thursday, Friday, Saturday, Sunday, which is we have events that concurrently happen. Saturday and Sunday, which is you're talking about our fashion show or Gala. We have a silent auction.
Jamie Schulze:
These are all fundraising efforts in order to also create another avenue beyond just the individual market. One of the things that Kim is very aware of is not trying to tax the artists more for their actual booth but trying to create other lucrative offshoots so that it doesn't fall on the shoulders of the artists. So, these events that you're discussing, Saturday's are Gala and silent auction or live auction night, we are going to be having a fashion show that is a component of that Saturday night.
Jamie Schulze:
We're having market, and then the fashion show that afternoon, but we're also doing the Native American Clothing Contest on that Sunday. So, that Friday is what they call Best of Show because we actually launch and reveal to the public who has won Best of Show. Prior to that, they're pretty much staff days or judging and jurying days for staff and our volunteers. But then, it's the great reveal on Friday afternoon. So, it's all very exciting.
Courtney Gray:
It sounds like a jam-packed weekend. And then, this year, too, we mentioned this earlier, guys, they're doing the indigenous art show for gallery owners. So, they'll be these pop-up galleries. So, you get a feel for what this gallery might be like and its space, and they also are representing these indigenous artisans. Correct?
Jamie Schulze:
Correct. And that will be at the Railyard Center on Thursday night. I do apologize, there's so much going on.
Courtney Gray:
Oh, how could you?
Jamie Schulze:
But we're really excited about that initiative to bring another face to what market has meant to artists, but also be having these conversations with gallery owners, and what that will hopefully create within them as well, but also connecting our artists to them. So, we're super excited about that. That opening is Thursday night.
Jamie Schulze:
And then, we're also going to have an opening on Friday night. So, we're concurrently having a few different events and always updating the website as we finalize details, so that will sit on our website. So, if anyone would like to look that up, it's swaia.org.
Courtney Gray:
Perfect. Yes. Thank you for sharing that. And you guys also invite sponsorships, and, of course, Shane suggested that I bring my two boys and come volunteer.
Jamie Schulze:
Yes. We're always grateful for that.
Courtney Gray:
And so, I agree that would be a great opportunity for all of us. Talk to the volunteers out there, what do you guys need help with? How could we help as a community?
Jamie Schulze:
Yeah, no, so grateful for the group of people that actually are behind the scenes and help us pull this off and been able to really create community with them. There is a real reality that some of these, especially on Wednesdays and Thursdays that it's training that happens. So, if you've wanted to be an art receiver or an artist, sorry, a judging assistant, this is a good time to start training because we have a plethora of knowledge that sits in the room from these folks that have volunteered for double-digit years, and just having the passion behind that to show up every market.
Jamie Schulze:
And some of them are like, "It's 45 years in a row, and I was even at virtual Indian Market." So, that's a really big thing for them, is just having that from the membership and the volunteers. So, we are always in need. And it doesn't matter where you want to start, how little or how small. The gratitude is there. It is an amazing venture if you want to learn because like I said, it's a plethora of knowledge that sit in those rooms on judging and receiving day. We have certain qualifications for those days to come in as an assistant just so you can learn that.
Jamie Schulze:
And then, for market, as always, that friendly person, that kind, friendly person that is willing to give direction, help us with Galas. It's a lot of letting people know where certain things are, especially if you have a newcomer to Santa Fe that's looking for a certain artist or looking for a certain event. And yeah, I would love to have anyone that is interested. You can definitely reach out through our website @swaia.org and sign up for any of those opportunities.
Courtney Gray:
How do you guys find or seek out sponsorships? It seems like you have quite a few already. But I would imagine as a nonprofit, this is important, right?
Jamie Schulze:
Yes. The sponsorship for Indian Market, the actual event, this is a year-long sponsorship to it. And so, the different opportunities sit on our website, and you can always look at the information there. But we're looking for really truly partnerships, too. So, there is nothing too small, too big. Wanting to have those conversations with folks about how we can move together towards the future and not just being a one-off ask, but what can we really develop together.
Jamie Schulze:
So, even though if you see the information but if you have a different viewpoint, please contact us, because ultimately we are nonprofit. But we are always looking for those partnerships into the future that are really about evolving and being productive together.
Courtney Gray:
I love that you use partnerships. I love that word. It really is what it is. It's a relationship. It's a partnership, essentially. And those develop over time. It's a fun, creative process to find the win-win, like how can this benefit you and me? And how can we do this together as a community, or combine our communities? It lights me up to think about that. I think it's just a really important part of being human. Geez. Not even just being makers or creatives or running an organization like this. Thanks for sharing that, Jamie.
Courtney Gray:
What else happens throughout the year? Are there any other dates that we should keep our eye on? I know it's all on the website. You guys, again, swaia.org. And we'll of course link that for you. Is it .com or.org? Did I get it right?
Jamie Schulze:
.org.
Courtney Gray:
Yes, thank you. Sometimes, I get it right.
Jamie Schulze:
You're right.
Courtney Gray:
Yeah. Is there anything else that we should keep our eye on and put on our calendar?
Jamie Schulze:
Yeah. You're definitely looking at our winter Indian Market that's going to be happening in December. We'll have solid dates for that. But we're looking to bookend our 100-year events with another fashion show. So, that's something that we're going to be unveiling on the website. And we're super excited about that. And hopefully offering more opportunity and more foot space for artists out there that take the opportunity to do selling right before the holiday season. And just another opportunity again.
Courtney Gray:
We have an annual show here in Austin that makes me think of this. And I would think for many of the makers that show at this show here in Austin, is this is probably a big part of their yearly income, the artists that participate. Have you heard that? It's like we've got to show up at the show. And if we don't have it, where are we going to go to sell our work this year?
Jamie Schulze:
Yes. We did feel that in COVID. There are few other Native American art markets and shows out there. The Heard is happening here in March. And then, we also have the Eiteljorg, the Autry. So, there's some options out there. But this one's probably the biggest. And so, when we were unable to have it, that's one of the things that we definitely heard and it was heartbreaking to know that the economy was based on that.
Jamie Schulze:
And that was also another move too going into e-commerce in a digital space, is to make sure that there was diversity for the artists that didn't that maybe sometimes would not be able to physically show up to markets even beyond COVID that these options were out there for them because it was very, very difficult to hear those stories.
Courtney Gray:
Sure. Yes. It's like, "Okay, what do we do now?" Yeah. So, keep moving towards the future using all the digital opportunities that have really been lying there waiting for us to need them or to take those steps. I'm super excited to see what happens with these micro-sites and hear some success stories of those who have really benefited from your efforts on this, you and the entire team there. Gosh, we could talk all day, Jamie, you know so much about this. And it's really exciting for me, and I'm sure for our listeners to hear more about what you guys are doing.
Courtney Gray:
Talk to me about the educational opportunities that's part of your mission statement there at SWAIA. How is SWAIA fostering educational opportunities for these makers?
Jamie Schulze:
Yes. So, the fostering of education has come in many different forms, even prior to the current ED. So, just looking to expand upon that, but really create some of these learning modules that are going to be accessible by the artists, but also speaking to our younger generation and the youth generation and really wanting to be inclusive of them and what they know, because they know a lot when it comes to technology. And so, utilizing some of that, and we're looking at different ways of making that available on a variety of levels moving forward, whether it be through online learning, but also over the phone, sending people out.
Jamie Schulze:
We do an outreach program, but also maybe making that a little bit more robust, because we've seen the need for that, especially in some of these communities with the digital divide. So, there is a lot going on with what we consider fostering education from both sides. So, making, just once again, options.
Courtney Gray:
Tools in the tool belt. I do love that. Okay, awesome. So, we've talked a lot about the history, the future, what's going on now pivoting through all of these changes we've dealt with. What else? Is there any other big vision that SWAIA has that you'd like to share with us, that you're permitted to share with us, Jamie? Green light.
Jamie Schulze:
Definitely. And it's not so much. Managing expectation is a really big thing. And I think even just in this moment, I think I just wanted to share gratitude. This organization through the last 100 years, and the resilience of our native tribes, as well as the tenacity, and everything that I've gotten to experience on different levels. And the creativity of the voice right now. It's just been so profound. Nobody knows what the future exactly is. But there are options and different pathways being created.
Jamie Schulze:
And I think that's incredible for anyone in this day and age, not even just indigenous folks, is finding community, finding connection, creating passion, and coming together with that with other people. And we see that so vibrantly in our artists' community and the invitation and inclusivity of inviting more people to that conversation, to that community is just super exciting.
Courtney Gray:
You said it well. Community, connection, and creativity. So, the key factors, the C words. There's a lot of good C words out there actually. When you start writing them down, it's like, "Wow." Jamie, thank you so much for joining us today. And I just want to ask if there's anything else that you'd like to share with the community as a whole, not just future, but on a personal note. I love hearing your native language, whatever you feel like sharing. We love to give you that place to do so.
Jamie Schulze:
Courtney, thank you. And I think for the moment, I'm just in gratitude.
Courtney Gray:
It's a great place to be. Well, on that note, you guys definitely check out all of the things that SWAIA is doing. Tell us where to go to do that, Jamie, so I don't misspeak.
Jamie Schulze:
No problem. That's SWAIA, S-W-A-I-A.org.
Courtney Gray:
And on social media, are you guys doing any fun stuff we can check out there?
Jamie Schulze:
Yeah. And you'll find most of our handles are under Santa Fe Indian Market. So, we have a Facebook. We have Instagram and TikTok and Twitter and Pinterest. So, you can always look for Santa Fe Indian Market. And I think that's always the interesting part, is the organization and then the event, but we're hoping that, just to keep that clear with folks.
Courtney Gray:
Yes, well, everything changes and shifts. There's nothing like rebranding to confuse people a little bit, but yes, it's 100-year. We're celebrating the centennial year of SWAIA. You guys definitely throw your support their way. They're doing some very important work. And go and let's check it out when things feel safe. And will it be virtual again this year? I forgot to ask you that, Jamie.
Jamie Schulze:
We are planning a physical in-market, physical in-person market. But we do have Plan B just given the fact that the variant has different things, but we're really, really hopeful that we're going to see each other at full footprint in August.
Courtney Gray:
Yes, I hope so. And I will lug these boys and we'll come and help you guys out.
Jamie Schulze:
Sign me up.
Courtney Gray:
Yes. Jamie, thank you again for taking the time. I know you guys have so much on your plate and so much wonderful things that you're doing for your community there and beyond. I would just like to say onward and upward to you and SWAIA, keep in touch with this community. Let us know how we can continue to support. And thank you again, Jamie, for joining us.
Jamie Schulze:
Thank you, Courtney.
Courtney Gray:
Thanks for tuning in, you guys. I hope you have enjoyed this episode of For the Love of Jewelers. Stay tuned for the next episode by subscribing through Spotify, iTunes or by searching podcast at riogrande.com. I encourage you to rate us. Write a review and share with friends and colleagues. I hope you're all finding ways to stay inspired. I'm your host, Courtney Gray. Until we get to connect again onward and upward.