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The purpose of this paper is to illustrate how self‐employed craft producers are embedded in social relationships.

To explore this question, narrative analysis and case study methodology is employed.

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.

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.