Developing craft business in Russia: capitals and tactics of young cultural entrepreneurs

This article contributes to the discussion on the third wave of craft revival and focuses on the experience of young craftspeople starting their own business. The craft economy creates new possibilities for youth to find meaning in work, develop their agency, and maintain an attractive lifestyle in the frame of “hipster” capitalism (Scott, M. [2017]. ‘Hipster capitalism’ in the age of austerity? Polanyi meets Bourdieu’s new Petite Bourgeoisie. Cultural Sociology, 11(1), 60–76. https://doi.org/10.1177/1749975516681226). However, the young entrepreneurs could experience high precariousness and volatility: low income, lack of social guarantees, and a high risk of closure. Drawing on 57 qualitative interviews with Russian craft entrepreneurs living and working in St. Petersburg, the authors argue that young craftspeople start their business as “weak” economic agents with minimal economic, cultural, and social capitals (Bourdieu, P. [1984]. Distinction: A social critique of the judgement of taste. Harvard University Press). Still, they could use different tactics (de Certeau, M. [1984]. The practice of everyday life. University of California Press) to compensate for their weak position. The authors highlight three of the most beneficial ones: “activated search”, “organic partnership” and “DIY”.