Abstract

Being a part of the creative economy, the craft sector is currently experiencing a revival. The sector is distinguished by a business setting, production of goods, which are “creative” by nature, as well as entrepreneurs, who are often more content, rather than commercially, driven. However, research on the craft sector and understanding of the diversity of craft entrepreneurs is still limited. Within the broad area of research on entrepreneurship, this article aims to explore the nature of the entrepreneurs in the craft sector in relation to their social identity as an entrepreneur pursuing an opportunity in the craft sector and to propose a typology of craft entrepreneurs. The article presents a qualitative empirical study based on twenty case studies, representing different cases of craft ventures in Latvia. The results offer insight into the peculiarities of the entrepreneurial pursuit of opportunities in the craft sector and put forward a typology of craft entrepreneurs based on their social identity and developed opportunity.