Serfenta Association is an NGO organization that deals with cultural heritage and traditional crafts. The association combines the promotion of traditional crafts with innovative business models. Serfenta is one of three Polish NGOs that is accredited by UNESCO. Their goals include sharing, promoting, and managing knowledge about the intangible heritage of basketry. Serfenta’s activities cover workshops and expert events and talk about the meeting point between cultural anthropology, craft, and market. Their extraordinarily successful business can be presented as a role model of how to combine extensive heritage knowledge with the contemporary market.