Handicrafts, as symbols of cultural authenticity and creative innovation, play a key role in the economic and cultural development of societies. One of the challenges that handicraft producers face today is maintaining the authenticity of their products while introducing innovation that aligns with customer preferences. The main objective of this study is to examine the impact of innovation and authenticity of handicraft brands on customer loyalty, with the mediating role of brand trust. This study is descriptive-survey in nature, applied in terms of its purpose, and quantitative in terms of data collection methodology, utilizing a questionnaire as the primary instrument. The statistical population consists of customers of handicraft brands in Tehran. Due to the lack of access to a sampling framework, a non-probability convenience sampling method was used. The sample size was determined using GPower software, and the required sample size was set at 402. For data analysis in the quantitative section, both descriptive and inferential statistical methods were used. The results indicate that the authenticity of handicraft brands affects customer loyalty. Innovation in handicraft brands affects brand trust. The authenticity of handicraft brands affects brand trust. Brand trust affects customer loyalty. Brand trust has a mediating effect on the relationship between innovation in handicraft brands and customer loyalty. Brand trust also mediates the relationship between the authenticity of handicraft brands and customer loyalty. Based on the results, the impact of innovation in handicraft brands on customer loyalty was not confirmed.