Self-employed craft production is embedded work

Purpose – The purpose of this paper is to illustrate how self-employed craft producers are embedded in social relationships. Design/methodology/approach – To explore this question, narrative analysis and case study methodology is employed. Findings – It is found that despite doing work that speaks to local values, self-employed craft producers in Newfoundland narrate tensions that exist between themselves and locals. Originality/value – This paper takes on the notion of a “global village” where the local is no longer seen as important to work and labour. It contributes to the understanding of work as embedded within a place.