Unconventional Entrepreneurship: Women Handicraft Entrepreneurs in a Market-Driven Economy

The objective of this paper is to investigate a unique type of entrepreneurship in women handicraft entrepreneurs. Data were collected from six women handicraft entrepreneurs by using in-depth interviews. Born after the 1980s, they strive for survival in a highly competitive marketplace. They are all passion-driven entrepreneurs. They have to engage in other activities (ranging from teaching handicraft classes to working in another full-time job) to financially support and sustain their handicraft work. It was found that challenges include high rental rates in the city, long product development processes, small market sizes, and insufficient knowledge in digital marketing. Almost all of them are skillful, innovative, and passionate on the artistic side, but reactive and passive on the business side. Measures were suggested to empower such women entrepreneurs in view of the United Nations' Sustainable Development Goals.