Scholars in the handicraft literature often address sustainability values, an entrepreneurial opportunity, or artisan entrepreneurship. However, these phenomena are typically examined separately or in paired. Rarely are they studied in an integrated framework. Recent discourse increasingly frames sustainability as a context for entrepreneurial opportunity. In response, the present deliberation introduces the concept of Sustainability-driven Artisan Entrepreneurship (SDAE), a framework designed to integrate and advance understanding of how artisan entrepreneurs engage with sustainability as an opportunity in the context of a reciprocal micro-macroeconomic perspective. SDAE highlights the interwoven dynamics of ecological responsibility, cultural continuity, market forces and value generation, and institutional-financial frameworks that shape artisan entrepreneurship at the micro level to best align with current ecological and social challenges in the macroeconomic landscape.

Keywords: Artisan entrepreneurship, Handicraft industry, Opportunity, Reciprocal micro and macro economy, Sustainability