Small Business Lessons from Western North Carolina’s Creative Economy

By Elena Gupta, SBTDC Asheville Regional Center Director

In July, Governor Stein joined the Center for Craft and e-commerce platform Etsy in Asheville to announce the city’s selection among Etsy’s first official Craft Hubs, recognizing Western North Carolina as one of the nation’s strongest craft ecosystems. The new program will invest $10 million over three years in five craft hubs across the United States, strengthening regional craft ecosystems that support artists, small businesses, and local creative economies.

While the designation celebrates the region’s artists and makers, it also offers some valuable lessons for small business owners across the state:

Creativity is an economic engine, no matter your industry. Western North Carolina’s creative economy supports thousands of artists, makers, and small businesses while driving tourism and generating opportunities for businesses across the region. The ripple effects extend well beyond the arts, benefiting suppliers, retailers, restaurants, lodging, transportation, and other local industries. Many handmade businesses begin as one-person ventures before growing into employers, expanding into new markets, and even exporting their products, making the creative economy a powerful driver of entrepreneurship and regional economic growth.

Strong business ecosystems are built over time, and rarely built alone. Western North Carolina’s rich Appalachian craft traditions and Cherokee artistic heritage, combined with a high concentration of makers, vibrant creative districts like the River Arts District, a thriving tourism industry, and institutions that support artistic and business development, have helped build one of the nation’s strongest creative ecosystems. 

That success is the result of decades of collaboration. Educational institutions, business counselors, nonprofit organizations, local governments, and private-sector partners have all contributed to an environment where creative businesses can launch, grow, and adapt. For entrepreneurs in any industry, the lesson is clear: the strongest businesses don’t succeed in isolation. They grow by building relationships with mentors, partners, customers, and trusted advisors who can help them navigate challenges and seize new opportunities.

The strongest businesses are prepared to adapt. When Hurricane Helene devastated studios, galleries, and creative businesses across Western North Carolina, many artists and makers adapted by launching or expanding Etsy shops to reconnect with customers, while others relied on established business networks and community partnerships to rebuild. The experience serves as a reminder that resilience isn’t built during a crisis, it’s built beforehand through diversified revenue streams, a strong online presence, loyal customer relationships, financial planning, and the flexibility to adapt when circumstances change.

Asheville’s selection as one of Etsy’s first Craft Hubs wasn’t simply recognition of talented artists or beautiful handmade products. It was recognition of an ecosystem that has been cultivated over decades through collaboration, entrepreneurship, and a shared commitment to helping creative businesses succeed. 

Long-term success comes from continuously investing in your business, seeking out trusted advisors, building meaningful partnerships, and adapting to new opportunities as they arise. 

At the SBTDC, that’s exactly what our expert counselors help businesses do. Whether you’re launching a new venture, expanding into new markets, strengthening your financial foundation, or planning your next stage of growth, our business counselors provide no-cost, confidential guidance tailored to your goals. Learn more about how we can support you today at sbtdc.org/services.