Since its opening on October 1, 1971, Herb, Peggy,Courtney, and Kathe Puffer, owners of Pacific Western Traders, have focused on the art and culture of the tribes native to California, through sponsoring demonstrations by basket weavers and other traditional crafts people, and encouraging the re-creation of traditional tribal arts.  PWT is widely known for this specialty and furnishes exhibit specimens to museums and schools throughout California and elsewhere, as well as providing a wide range of educational tools, including an extensive selection of books and recordings.  Craft and ceremonial supplies are also offered, along with examples of contemporary and historic tribal arts from throughout the continent.

During the early 1970s, the organization of the Maidu Dancers and Traditionalists came into existence at PWT, through the efforts of the late Konkow Maidu artist Frank Day, the Puffer's, and the desire of young Native Californians to learn traditional dance. This dedicated group, now widely recognized for its revival of traditional songs, dances, and regalia of the tribes of central California, performs at tribal and other special events throughout the state.

PWT sponsors Indian Markets and special showings of regional folk arts and work by individual artists throughout the year. An annual Mexican Days of the Dead exhibit is scheduled during October-November, and the PWT Christmas Shows in December feature Native American artists and traders.