Historically, jewelry functions as a carrier of precious stones and precious material and is usually perceived as a signifier of wealth in the form of smaller objects that are attached, worn, or connected to the wearer. This understanding of jewelry puts him in a role that is primarily related to fashion and commerce and has a hierarchical connotation due to its status symbol functions. From this perspective, jewelry tends to shrink into a standardized functional shape such as a necklace, bracelet, or ring. In Croatia, jewelry is produced by a complex process that includes a series of procedures with different time processes. Before finishing the finished product, each product requires a series of procedures from waxing, casting, sanding, embroidery, towing bench, to final polishing. The paper presents a primary research of testing methods through in - depth interviews with 15 business owners and small businesses. The population is a sample of 15 ownership crafts and small businesses in this industry in the Croatia. Owners of crafts and small businesses answered five questions related to their financial performance in Croatia in the last 10 years, drew a parallel between crafts and small businesses on the one hand and large companies (chains) on the other hand in their industry, about modern trends in the production and sale of jewelry, strategies for using the competitive advantages of crafts and small businesses in competition with large companies, and the very preparation of crafts to monitor trends and introduce changes. From the answers of owners of small and large jewelry companies about modern trends in the production and sale of jewelry, strategies for using the competitive advantages of crafts and small businesses in competition with large companies and the preparation of crafts to monitor trends and change can be concluded that similarly answered some questions and that they essentially support the same trends in jewelry production and sales.