Zimbabwe’s education 5.0 policy has advocated for creative industries to play a key role in the sustainable economic development of the country. Creative industries have been recognised for their potential in creating pathways for job creation, tourism and creating products that bring direct financial gains to community. This paper seeks to identify the main characteristics of creative entrepreneurs, investigating levels of business acumen and access to institutional support services by entrepreneurs, exploring opportunities and challenges faced by these entrepreneurs and proposing strategies that can be implemented to support and promote the establishment of growth oriented enterprises. Craft industries are an important sector of Zimbabwe’s creative industries and this paper explores this entrepreneurial venture. The research targeted Great Zimbabwe Craft centre as its study population and data was gathered using key informant interviews. The research revealed that there is general lack of institutional support and business acumen to successfully direct creative craft entrepreneurship activities towards growth. Craft entrepreneurship offers a good opportunity for employment creation and sustainable livelihoods however it is faced with challenges that when rightfully addressed can contribute more to the economic wellbeing of the entrepreneurs.