Cowboys and Indians is one of the most popular glossy magazines on the market, and has high circulation numbers. We enjoy looking at the magazine for its intriguing articles on the western lifestyle and its sumptuous color advertisements. The popularity of Cowboys and Indians, however, also reminds us of the need for clarification. Many people see jewelry that looks like contemporary Native American designs and draw the conclusion that this adornment is Native-made. In many cases, it’s simply not so. Non-native silversmiths and jewelers work in a design mode that can be variously labeled “Southwestern Style” or “Santa Fe Style.” This mode shares many similarities to Indian-made jewelry, especially in terms of jewelry forms like bracelet cuffs, rings, and bolo ties. One major non-Native designer of note is Rocki Gorman, who now has a boutique inside the famed Hotel La Fonda in Santa Fe.