The inclusion of Sabah, Sarawak and Peninsular Malaysia under one national banner has created a rich tapestry of cultural heritage, including generational knowledge in producing crafts and handiworks. Can more be done to promote the economic potential of craftwork and cottage industries to elevate the livelihoods of indigenous and rural communities in the country? For reflections on this issue from an East Malaysian perspective, we speak to Jaqueline Fong, Founder of Tanoti Crafts.