Many artisan businesses fail because they don't engage in marketing and the potential clients. My cutting/chess board cousin buys Google Ads, has an active Twitter and Insta, and engages with followers. He's been doing that for 6 years now and has had growth every year. In his 2nd year, he quit his full time job at a hospital, made about 2/3rds what he did at the hospital but made more in his 3rd year.