A distinctive angle on shifting rural livelihooods

Marketplace (American Public Media) reported this week on the impact of the rising price of silver on the livelihoods of indigenous silversmiths.   The story by Savannah Peters features a Navajo and Hopi silversmith, JJ Otero.  Here's a key quote that touches (at the end) on the implications  for rural livleihoods of the rise in price for raw materials: 

Otero recently raised the price of his jewelry by about 10% across the board to account for his rising material costs. He said he can do that because he’s been smithing for over a decade and has curated a loyal following on social media, where he markets his work to wealthy clients all over the country.

“The folks that have the means, they’re not bothered by the increase in price,” Otero said.

Business is moving a bit slower, but Otero said he’s still able to find a home for his pricier work. But not all Indigenous artists have the social media prowess or even internet access that would allow them to follow Otero’s business model. He said those who sell roadside or via middle-men like trading posts and galleries have less pricing flexibility.

“I’m always reminded of what my dad told me that first year when I started making jewelry,” Otero said. “He would say it in Navajo, that my tools and the things I make with my tools are gonna take care of you.”

Today, Otero’s jewelry business takes care of him and his family. It allowed him to leave his career in IT and move from Albuquerque home to Torreon, on the eastern edge of the Navajo Nation, and support his parents as they grow older. But for Indigenous artists just now getting their start, he worries that parh to a rural livelihood could be slipping out of reach.