Taking a Gamble on Native American Art

By Merav Hoffman -- Gifts & Decorative Accessories, 3/1/2001

New London, Connecticut, is home to two of the largest casinos in North America, as well as Johnny London's Native American Traders. Eschewing the usual plastic tomahawks, Johnny and Gale London have created a gift store selling jewelry, pottery, artifacts, and art that attempts to accurately represent the Native Americans in their community. One example is wampumpeag jewelry that is made locally from the shells of saltwater clams. The Londons opened their store in 1996, and put Johnny's name on it in hopes of cashing in on his fame as a local morning-radio personality. But they still needed to do a lot of promoting. They produced a radio ad campaign comprised of 60-second promotions that play to an audience of more than 50,000. Johnny and Gale also paid for billboards near the casinos, distributed postcards of the store to surrounding hotels, and sent out letters of introduction to 600 tour bus companies. The Londons also organized events. Their "Meet the Artist Day" promotions included an appearance by a scrimshaw artist that was covered by the local paper, as well as one by a chainsaw artist who carved bears out of logs on the lawn of the store. The couple introduced a line of postcards that feature famous local historical Native Americans painted by artist David Wagner. The Londons know that it takes more than a throw of the dice to be successful retailers.