The traditional image of the crafts industry being dominated by quasi-hermits, grinding out a living in some rural hideaway, is long gone, according to Mr Leslie Reed, chief executive of the Crafts Council of Ireland.

At the 25th annual Showcase Ireland craft, gift and fashion fair in the RDS yesterday, Mr Reed said: "It's an industry based on small companies, but in order for those micro-enterprises to achieve what they're achieving, they are having to be as professional as Waterford Crystal in their merchandising. It's not just about making good product - you have to sell that product. Stand dressing, display and packaging is something they have adapted to. They're very businesslike."

The Crafts Council has worked closely with county enterprise boards to develop business skills among those working in the industry, according to Dr Frances Ruane, council chairwoman.

"A lot of crafts people when they leave college think of themselves as artists and not as business people. We have to find ways to bridge that gap."

Product development will be a key element in sustaining the industry.

"If you're imaginative about design and push the boundaries, that's good business. Buyers have said the reason they would come back and spend money here is because they can find new products. The makers are responding to that and I'd really be surprised if that didn't have some benefit in terms of orders," said Dr Ruane.

The organisers are expecting sales figures for this year's show to top last year, when orders taken amounted to £36.1 million (€45.9 million).

"We have over 600 buyers here from the US and, from speaking with them, they're spending more than last year. US buyers spent £7 million over three days last year and we expect them to spend £7 million plus this year," said Mr Michael McNicholas, senior vice-president, consumer products, in Enterprise Ireland's New York office.