Growing up spending summers in Datça, I slowly learned the meaning of esnaf: a unique culture of local business deeply rooted in trust, craftsmanship, and community connection. Like the Greek word meraki, which means to put soul, creativity, and love into something, esnaf captures the heart of running a business with care and integrity. These concepts don’t have direct English translations but express a spirit of wholehearted dedication. When we started building Hello İncem, I often found myself saying, ‘It’s esnafing time, let’s go!’ Over the past four years, I’ve truly come to live these values in a modern context: so much so that I now proudly call myself a modern esnaf.

Hello İncem is more than just a boutique; it is a celebration of local artisans and sustainable craftsmanship, reflecting tradition alongside innovation. We carefully curate each brand and product to align with the values of slow living, sustainability, and meaningful stories.

We have also been multipurposing the space by inviting local craftsmen to hold workshops and by launching Hello ChitChat this summer, a casual conversation series where people gather to practise English in a relaxed setting. This initiative aims to make Hello İncem a third space, somewhere beyond home and work, where the community can connect, chat and truly belong.

The whole idea behind Hello İncem came from realising there are so many skilled artisans in Datça, but few opportunities to see their work in person, as many don’t have physical storefronts. Knowing how important tangible interaction and touch are for customers, we decided to create a space where these designers could fully showcase their products and engage directly with customers.

Why tradition matters in modern business

Tradition teaches us that building a business is about people first: creating relationships based on trust and respect. Esnaf culture reminds us that success goes beyond profit; it’s about community wellbeing, shared stories, and supporting local makers. This foundation nurtures meaningful customer loyalty and a business that can truly last.

Authentic storytelling connects and converts

In a cluttered digital marketplace where products can appear very similar, finding your unique selling point is essential. Authentic storytelling that highlights craftsmanship, values, and the maker’s voice is what helps a brand truly stand out. Sharing these stories consistently through digital channels builds visibility while fostering a community and shared purpose.

Sustainability and slow living as business pillars

Honouring slow living through sustainable and conscious choices is more important than ever as consumers make better, more mindful decisions. It means valuing quality over quantity, understanding the supply chain, and supporting ethical practices. For Hello İncem, this is not just a trend; it’s a way of life, inviting customers into a caring, conscious experience.

Digital tools to expand reach without losing soul

Leveraging digital marketing allows us to share our story beyond local borders. Social media and online community engagement enable Hello İncem to grow while still maintaining the personal touch and genuine connections that esnaf embodies. It’s about crafting meaningful digital interactions that feel as authentic as a face-to-face conversation.

Key takeaways for entrepreneurs

• Anchor your brand in tradition and values that reflect authenticity and community.
• Use storytelling to bring craftsmanship and the maker’s voice to life.
• Foster relationships beyond profit and transactions to build a loyal community.
• Embrace slow living and sustainability as guiding business principles.
• Leverage digital marketing thoughtfully to expand reach without losing your soul.

This blend of heritage and innovation offers a blueprint for entrepreneurs who want to craft meaningful businesses grounded in care, purpose, and connection—a journey I am still navigating every day with Hello İncem, drawing on four years of experience where each day brings new lessons and growth