Matti Mattsson, an internationally renowned and nationally awarded circular jewelry artist, calls himself a crazy Finn and has an amazing story to share. Through his small business he has transformed the life of many people, fostering diversity and inclusion when sourcing for his business, when providing services and building international relations, and when practicing unique marketing ideas directed not only at increasing business growth and profitability, but also when addressing needs of different social groups such as older people, children with behavioral concerns, and people with disabilities.

This teaching case invites us to explore the concepts of diversity (representation of various social identity groups) and inclusion (creating an environment that offers appreciation for diverse needs, perspectives, and experiences) through a lively story of an entrepreneur. The story shows that even a single person managing a small business can make a large social impact and foster socially sustainable business and community environment.