In this dissertation, I analyze the context of crisis that affected the craft sector in the brazilian state of Rio Grande do Norte in the face of the new coronavirus pandemic, with emphasis on the strategies chosen by the artisans to deal with the consequences of the health crisis. To do so, I delimit a social field of Potiguar handcrafts as an analytical unit. My ethnographic path is broken down into several stages: initially participating in the public management of policies for handcrafts, through the monitoring of representative entities of the sector, and through digital ethnography focused on the social media most employed by craftswomen. We observed several obstacles faced by the workers of the sector during the pandemic: the first moment of discouragement due to the abrupt suspension of fairs, tourism, and every kind of face-to-face commercialization; the overload of domestic work; the mobilizations and anxieties to receive the emergency aid; the crisis in the supply of raw materials; the mobilizations for the Aldir Blanc Cultural Emergency Law; the search for applications and marketplaces specific to the sector; and, finally, the gradual resumption of face-to-face commercialization modalities. During all this time, the accelerated insertion in digital commerce networks was a constant necessity, and from the research it was possible to identify a multiplicity of discursive referentials reflexively activated by the artisans in this process. I argue that the expansion of the digital market for the craft sector as a result of the suspension of face-to-face marketing modalities constitutes appropriation of technologies by craftswomen in a context of exceptionality; the use of technology reflects the characteristics of the field while also being influenced by the dynamics of digital platforms