Extant scholarship has paid considerable attention to exploring the impact of people-dependent intangible resources on business success but in large organisations only. Research about the role of these resources in small businesses, in general, and in ethnic minority small businesses, in particular, is scarce. The current study attempts to narrow this gap. Since it is impossible to study all the ethnic minority small businesses, this study uses a case study strategy that focuses on South Asian ethnic minority small businesses that deal in fashion. The study adopts a qualitative research methodology, it uses the semi-structured in-depth interview method to collect data, and it espouses an inductive thematic technique for coding/analysis of the data. Five overarching themes emerged from the interview data. These are: business success; compassionate customer service; relationships; knowledge, experience, training and education; and ethnic culture and the wider economic and political environment. Discussion of these themes leads to the formation of the culture-induced entrepreneurship model. According to this model, the continued success of these businesses is driven by the ethnic culture, while the existence of these businesses helps to maintain the culture in return. However, overdependence on the coethnic base might risk the future success of these businesses. This thesis concludes by highlighting its theoretical contributions to the culturalist view and the mixed embeddedness model of ethnic minority entrepreneurship and small business literature. The implications of this study for researchers, practitioners, and policy-makers, as well as its limitations and the possible future research paths, are also discussed.