This paper presents interviews with several entrepreneurs in West Java, Indonesia, who dedicate themselves in small-medium creative businesses. Many have studied innovation process in large business, but only few explored the innovation occurrence in small-medium businesses. The research use qualitative method which is interpreting the transcript from interviews. Five entrepreneurs in West Java, Indonesia, have interviewed as case studies, and all transcript have been discussed in focus group discussion. Porter’s theory of competitive advantage, has been used to analyze the process of innovation. The finding reveals that, the emergence of small-medium creative business by women entrepreneur in West Java have been increasing inevitably. There are several radical innovation in both product differentiation and cost advantage. The entrepreneurs learn to create their own market and change the old business shape. This paper gives insights that small-medium creative businesses are sustainable and growing in West Java, Indonesia, due to the innovation process made by the entrepreneurs.