Using a qualitative approach, this article sets out to clarify how innovation and creativity are changing the customs in two traditional Brazilian communities: the pottery makers of Goiabeiras, of the city of Vitória, Espírito Santo, and the bobbin lace makers in Florianópolis, Santa Catarina. Primary data from observation and semistructured interviews with pottery makers, lace makers and agents from public institutions responsible for the projects in the communities were used. Secondary data sources, derived from digital documentary analysis (websites) were also used. In order to analyze the data, the research uses methodological triangulation with two categories: tradition (maintenance) and resources and innovation (its discourse elements). The study shows that to remain in their communities, these people use the knowledge of their ancestors to create sustainable livelihood strategies and income generation.