Southwest Indian Foundation

What Southwest Indian Foundation does

Southwest Indian Foundation (also known as SWIF) is a 501(c)(3) non-profit organization founded in 1968 and headquartered in Gallup, New Mexico. Its primary commercial operation is a direct-to-consumer e-commerce storefront and print catalog selling authentic Native American handcrafted goods — including turquoise and silver jewelry from Navajo, Zuni, and Hopi artisans, traditional pottery, kachinas, fetishes, beadwork, apparel, footwear, home decor, books and media, food and gourmet gifts, and a wellness/lavender product line — across roughly ten product categories priced from $7 to $1,800+. Orders are accepted online, by phone (1-800-504-2723), and by mail, with shipping available domestically and internationally. Underlying technology is a standard e-commerce platform with catalog and shopping-cart functionality; no proprietary technology, APIs, or developer-facing integrations are disclosed.

The organization's revenue model combines one-time retail product sales with tax-deductible donations (donations are 100% deductible; 50% of purchase cost is deductible), with proceeds funding philanthropic programs for Native American communities described as the "poorest of the poor." Beyond retail, the foundation operates the Gallup Cultural Center, a farm project, and a Native American housing program. In November 2023 it received a $6 million federal/state grant to build a 30,000-square-foot modular home construction and training facility in Gallup, with a groundbreaking held on October 24, 2024 alongside Navajo Nation President Buu Nygren. The expansion is designed to triple annual housing production from 10-12 to 36-40 homes, create up to 80 jobs, and deliver 60 homes for Navajo Nation veterans over three years — materially expanding the organization's program scope. CEO William McCarthy leads a core team of 11-50 employees.

Name

Southwest Indian Foundation

Legal name

Southwest Indian Foundation

Website

https://southwestindian.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Southwest Indian Foundation is a 501(c)(3) nonprofit operating a DTC e-commerce and catalog business selling authentic Native American handcrafted jewelry, crafts, apparel, and gifts to individual consumers, with proceeds and donations funding philanthropic programs for Native American communities including housing for Navajo Nation veterans.

Ownership category

akta.pro rank

Product category

Native American Crafts and Cultural Retail

NAICS

Museums, Historical Sites, and Similar Institutions (712), Other Specialty Food Retailers (44529)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI)

akta.pro secondary industries

Indigenous & Community Cultural Institutions (THAJADAK), Traditional & Indigenous Crafts Lessons (Heritage Skills, Folk Arts) (THAJAKAH)

Keywords

• Native american crafts
• Handcrafted jewelry retail
• Nonprofit thrift store
• Tribal arts ecommerce
• Cultural gift shop

Headquarters

HQ city

Gallup

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (E-commerce and Catalog): Retail sale of Native American handcrafted jewelry, pottery, carvings, apparel, wellness products, and gourmet foods through online store and print catalog. One-time purchase transactions with standard shipping options.
2. Donations: Accepts tax-deductible donations to support philanthropic projects for Native American communities in need. All donations are 100% tax deductible and 50% of the cost of all purchases are tax deductible.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Southwest Indian Foundation is a 501(c)(3) nonprofit that operates an e-commerce storefront and mail-order catalog selling authentic Native American handcrafted goods—including Navajo, Zuni, and Hopi jewelry, pottery, Kachinas, beadwork, apparel, home decor, wellness products, and gourmet foods. Revenue from product sales and donations funds philanthropic programs such as housing construction for Navajo Nation veterans, stove assistance, and other community support initiatives.

Product overview

Southwest Indian Foundation operates an e-commerce platform that serves as a marketplace for authentic Native American handcrafted goods and crafts. The offering consists of multiple product categories organized around a central catalog model: Native American jewelry featuring turquoise, coral, and silver work from Navajo, Zuni, and Hopi artisans; Native arts and crafts including pottery, Kachinas, fetishes, and beadwork; apparel and textiles; shoes and accessories; home decor; media (books, music, DVDs); food and gourmet gifts; and wellness/personal care products with a lavender product line. The platform also maintains a clearance section for discounted items. The primary purpose of the catalog is to raise funds for philanthropic projects supporting Native Americans in need.

Differentiator

Problem solved

Functional benefit

Products and services

• Native American Jewelry Handcrafted rings, earrings, bracelets, necklaces, pendants, watches, pins, bolos, and charms featuring turquoise, coral, opal, and sterling silver; made by Navajo, Zuni, Hopi, and other Native American artisans. Sold to individual consumers via the online storefront and print catalog.
• Native Arts and Crafts Traditional Native American artworks including R.C. Gorman pieces, etched and horsehair pottery, Pueblo pottery, Kachinas, fetishes, folk art, handcarved art, sand paintings, artifacts, and beadwork, sold to individual consumers.
• Tees and Tops Short-sleeve, long-sleeve, and children's tees plus sweatshirts and hoodies featuring Southwestern and Native American designs, sold to individual consumers through the e-commerce storefront.
• Apparel and Textiles Clothing items including tops, skirts, dresses, pants, sweaters, jackets and coats, and apparel sets, sold to individual consumers through the storefront.
• Shoes and Accessories Footwear, handbags, wallets, crossbody bags, totes, hats, caps, belts, handmade leather goods, scarves, mittens, masks, and socks, sold to individual consumers through the storefront.
• Home Decor Home items including blankets, candles, ceramics and pottery, Christmas decorations, flags, kitchenware, religious goods, and wall hangings, sold to individual consumers.
• Media (Books, Music, DVDs) Native American books, Southwest/regional books, cookbooks, children's books, health and natural living titles, music, and DVDs sold to individual consumers through the storefront.
• Food and Gourmet Gifts Specialty food items, gourmet gifts, and mugs including coffee, pistachio products, honey, popcorn, cookies, and gift baskets, sold to individual consumers.
• Wellness and Personal Care Personal care products including a lavender line (soaps, body butter, massage oil, bath salts, deodorant, lotion, dream spray, sachets), wellness items, and natural pain relief therapies, sold to individual consumers.
• Donation Program Tax-deductible donation program (100% deductible) supporting the foundation's philanthropic projects for Native American communities, including the Stove Assistance Program, housing construction, and general charitable efforts.

Quantifiable outcome

• 50% of purchase cost is tax deductible
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Navajo NationcoreStrategic or Co-development Partner · 24 October 2025Collaboration with Navajo Nation President Buu Nygren and community partners on a major housing and workforce development expansion project. The project includes a $6 million grant-funded 30,000-square-foot modular home construction and training facility in Gallup, New Mexico, with commitment to produce 60 homes for Navajo Nation veterans over three years.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crazy Crow Trading Post: Long-running mail-order and online retailer of Native American crafts, beadwork, jewelry, and Southwestern goods. Direct peer in product category (crafts/jewelry) and GTM motion (catalog + e-commerce).
• Shop Native (by Center for Indian Country Development): Online marketplace aggregating Native American-owned businesses and artisans. Direct peer competing for the same buyer with a broader multi-artisan catalog model.
• Indian Pueblo Cultural Center: Albuquerque-based nonprofit operating a cultural center, museum, and gift shop selling authentic Pueblo and Native American art. Comparable as a 501(c)(3) nonprofit combining cultural programming with a Native American crafts marketplace.
• Eighth Generation by Lummi Nation: Native-owned lifestyle brand selling blankets, jewelry, apparel, and home goods from Indigenous artists. Directly comparable as a mission-driven retail platform for authentic Native American-made products, competing for the same conscious-consumer buyer.
• Heard Museum Shop: Phoenix-based museum and nonprofit with a retail operation selling authentic Native American jewelry, pottery, and art. Comparable nonprofit cultural institution with a museum-store retail model overlapping SWIF's catalog categories.
• Morning Star Traders: Acoma Pueblo-owned retailer of authentic Native American pottery, jewelry, and art from Southwestern tribes. Direct peer competing in the same authentic Native American crafts segment with a tribal-owned model.

Broad incumbents

• Pendleton Woolen Mills: Established mill and retailer of wool blankets, apparel, and home goods with deep Southwestern/Indigenous-inspired product lines. Broader incumbent operating at much larger scale but with overlapping catalog categories (blankets, apparel).

Emerging players

• Santa Fe Indian Market (SWAIÁ): Operates the largest annual Native American art market in the U.S. and online Native American art sales. Comparable as a marketplace organizer for Indigenous artisans, though event-based rather than continuous e-commerce.

Regional players

• Nambe (Nambeware): New Mexico-based retailer of Native American-inspired home decor, serveware, and gifts. Overlaps with SWIF's home decor and pottery categories, though serving a broader Southwestern aesthetic market rather than strictly authentic Native American crafts.

Others

• First Peoples Fund: Nonprofit providing grants, training, and market access to Native American artists. Comparable as an ecosystem nonprofit supporting Indigenous artisans, though not a direct retail competitor — useful for understanding peer nonprofit funding dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southwest Indian Foundation