Becoming a craft entrepreneur: reviving heritage through tradition, innovation, and community in the ceramic ecosystem of Nove

This paper focuses on the concept of craft entrepreneurship, focusing on the career trajectory of Pol Polloniato, an “artiere”—someone who merges artistic vision with traditional craftsmanship—and a renowned ceramist from Nove, Bassano del Grappa, Italy. Italian craft, particularly in the Veneto region, has deep cultural and economic roots intertwined with family businesses and industrial districts. An artisan entrepreneur blends traditional, handmade techniques with innovation, prioritising cultural value over the production of functional goods. Craft entrepreneurs contribute to regional development, creating social and economic value through their craftsmanship, frequently within family businesses or as independent artisans, while also engaging with their communities. Through the lens of Polloniato’s career, this study highlights how an artisan navigates the complex relationship between tradition, innovation, and community, thus becoming a craft entrepreneur. The article proposes a four-step process model for artisan entrepreneurship, rooted in career development, which includes phases of cultural rootedness, experimentation, legitimation, and return to community. This research is part of a wider Horizon Project. The findings have implications for regional development policies aimed at supporting craft ecosystems and ensuring their sustainability in the face of economic challenges.