About us
A Journey of Passion, Expertise, and Family Legacy
Joe Wilcox Indian Den pays homage to the remarkable journey of Joe Wilcox, a dedicated “rock hound” whose unwavering passion for rocks and gems ignited an adventure that shaped our family legacy and laid the foundation of this store. From its humble beginnings to its enduring commitment to authenticity, our story is one of history, expertise, and a deep-rooted connection to the traditions of Native American culture.
Joe Wilcox’s pursuit of his passion led him on a quest for gold, taking him and his family to the rugged lands of Alaska, where they experienced some success. However, it was Joe’s encounter with the captivating turquoise stone that forever changed his path. Building a personal relationship with the owner of the renowned Kingman mine in Arizona, Joe became deeply involved in the world of turquoise.
With relentless curiosity and a commitment to excellence, Joe pioneered the stabilization process for turquoise. In his modest home garage, he tirelessly experimented with cutting and treating techniques to enhance the stone’s natural colors and ensure its longevity. Through his expertise, Joe supplied cut stones directly to jewelry makers, having this knowledge of the artists and vendors who built Native American jewelry helped eliminate middlemen and guarantee the authenticity of the product.
Joe Wilcox Wearing his signature Cowboy hat and Bear Claw turqouise necklace. Joe passed away from surgical complications just prior to the opening of the Joe Wilcox Indian Den.
our story is one of history, expertise, and a deep-rooted connection to the traditions of Native American culture.
Family Owned & Operated
As the business flourished, Joe and his wife, Wilma, embarked on a new chapter together. With her extensive retail experience, Wilma joined Joe in their entrepreneurial journey, expanding their operations from a small showcase in their living room. They also hired two talented Native American silversmiths to work with them in their home garage. This collaborative effort attracted both locals and enthusiasts who were captivated by the exquisite beauty of Joe’s expertly cut turquoise stones and the stunning finished Native American jewelry they produced.
Driven by their passion for turquoise and commitment to authenticity, Joe and Wilma made the pivotal decision to open their first store in Phoenix, Arizona and then later relocated to the bustling and beautiful town of Sedona, Arizona. Their dedication resonated with customers, and their success became a family affair. Their four children, raised among the wonders of rocks and gems, joined and became vital contributors to the company’s growth, expanding into a variety of stores, including Native American jewelry and crafts, galleries, and Western clothing.
The Wilcox family’s unwavering commitment to providing the finest quality products sourced directly from artisans and reliable vendors earned the trust of the community and established Joe Wilcox Indian Den as a beacon of authenticity. Over the years, the Wilcox family became synonymous with genuine Native American jewelry, known for their dedication to preserving the heritage and traditions of the craft.
A fun blast from the past
In Memory of Our Founders
Joe and Wilma Jean Wilcox
From humble beginnings, they built a family legacy of authenticity and community.
We carry forward their legacy with gratitude, respect, and pride.
Joe passed away before the store opened in 1990, so he never had the chance to see what Joe Wilcox Indian Den would become. But the store that bears his name grew from the business he and Wilma had built together and the values and relationships they established along the way.
From humble beginnings, Joe and Wilma worked side by side to build and expand their businesses. Joe’s love of gemstones, natural salesmanship, and wonderful sense of humor helped shape the early stores. After his passing, Wilma continued building on that foundation with determination, creativity, and a genuine love for the work.
Wilma operated her own stores for many years and left her mark on each of them. She loved doing business—finding and buying unique products, creating displays, and making the stores interesting and enjoyable places to visit. After closing her stores, she spent about two years working at Joe Wilcox Indian Den before health concerns led her to retire. Although she was no longer involved in the daily operations, she deeply missed the store activities that had been such an important part of her life.
Wilma passed away in February 2024. Throughout her life, she remained proud of the businesses she and Joe had created and of what their family continued to build. Together, they believed in offering unique and authentic merchandise while creating stores that were welcoming, interesting, and enjoyable to visit.
Their influence still shows in how we do business today. We are proud to continue the tradition they began and to keep the Joe Wilcox name and history a part of this store.
Discover the finest quality products sourced directly from artisans and trusted vendors, earning the trust of our community.
Fast-Forward to Today
Today, after more than 30 years, Joe Wilcox Indian Den proudly stands as the last remaining store bearing the name of its visionary founder. Pam and David Freeman, who have been co-founders and managing partners of the business from the beginning, continue to honor Joe Wilcox’s legacy by managing and preserving the authenticity of Joe Wilcox Indian Den.
Step into Joe Wilcox Indian Den and experience the culmination of generations of expertise, craftsmanship, and authenticity. Join us on a journey that celebrates the timeless beauty and cultural significance of genuine Native American jewelry and crafts. We are proud to carry forward the legacy of Joe Wilcox, a man whose passion for Native American products and turquoise expertise have left an indelible mark on the world of rocks, gems, and a lasting legacy for his family.
Pam and Dave Freeman
Our Product Selection
Located in the heart of Uptown Sedona, Joe Wilcox Indian Den is a one-stop destination for authentic Native American jewelry, Native crafts, and unique Southwest-inspired gifts. Our diverse selection includes home decor, wall art, figurines, and outdoor garden chimes, along with purses, belts, and specialty food items. From kitchen accessories like towels and placemats to souvenirs and seasonal Christmas décor, we are a must-visit destination for those looking for meaningful gifts and Southwest-inspired treasures.
Our mission Statement
Our goal is to deliver exceptional customer service in a clean, well-stocked environment, offering the highest quality merchandise with a diverse selection. We are also committed to fostering a positive workplace where every team member feels valued and can work as a team.