As you walk into True West of Santa Fe, the accuracy of the name strikes you immediately. Just a block from the plaza on Lincoln Street, True West boasts an incredibly wide array of Native American art, at prices equally as diverse. Owners Craig and Lisa will proudly explain their store’s long, deep-rooted Santa Fe connection with a sincere enthusiasm. It was founded on Richard Canon’s Packard’s on the Plaza philosophy of good quality, honest and fair prices, and genuine concern for the artist (the artist helps set the cost, and the profit is divided equally between them and the store). The staff - Craig, Lisa, Joe, and Roman - all worked for Packard’s, guaranteeing continuation of that philosophy. Craig gracefully guided Packard’s through its lamented closure, and Lisa helped manage all points of the daily operation with focus on the Rolex sales and higher-end wares.
The turquoise in the store is of the highest quality available, and the majority of the art for sale is from Native artists. As you browse the eclectic offerings, soaking in the approachable elegance, the reds, greens, yellows, silvers, grays, and turquoise-blues will wash over you, echoing a complex tapestry of styles. Artists represented include Doug Coffin, Rhett Lynch, Connie Tsosie Gaussoin, and Lawrence Baca, just to name a few. The store also features a rotating gallery in the back (currently Stephen Lang’s photography - ghostly black and white imagery of ravens, trees and horses).
True West represents generations of family tradition and the evolving style of each artist’s voice. The Crawfords/Roanhorses exemplify the mixture of styles within families—from father to sons, the shift from traditional silversmithing to contemporary jewelry and sculpture speak of the generational need to adapt to our ever-changing world.
Whether it is a necklace, a wall hanging, Navajo weaving, photography, sculpture – basically any visual art form, you can find it at True West, with authenticity guaranteed.