With the future of traditional Indian arts at stake, the Southwestern Association for Indian Arts announced a new program Saturday at the sixth annual Winter Indian Market.

"Traditional Arts Ambassadors will meet with artists and the public in an effort to both educate and promote the importance of quality and authenticity in traditional Indian arts," said Bruce Bernstein, SWAIA executive director, as he introduced the first two ambassadors selected: jewelers Darryl Begay, Navajo/Diné, and Cippy CrazyHorse, Cochiti Pueblo.

SWAIA has partnered with Conoco Phillips, Santa Fe Jewelry Supply and collectors to support, respectively, Begay, CrazyHorse and a potter to be named by the end of the year.

Begay, who has been a full-time artist since 1997, said he signed on for the yearlong effort because "I'm bothered by the increasing number of knock-offs coming from Asia, which are driving really talented Native Americans out of art.

"Over the years, some well-known jewelers have slowed down or even quit. That will happen more and more unless we educate the public about the value and authenticity of our art, as well as our fellow artists about how to promote and preserve their art," Begay said.

CrazyHorse, who has been a jeweler for close to 40 years, said he wanted to "give something back to SWAIA, which has been very supportive of us artisans for many years. It's in our interest, as well as that of collectors, to be part of this program."

"All we're [SWAIA] doing is creating the opportunity and space, both publicly and privately, for these artists to converse with their fellow artists, collectors and the public in general," Bernstein said. "The conversation is what's important, and SWAIA — with its co-sponsors — will help facilitate that."