Purpose: This qualitative multiple-case study aims to explore strategies that owners of small- and medium-sized enterprises (SMEs) in Zimbabwe use to sustain their businesses. Design/methodology/approach: The participants of this study consisted of owners of SMEs purposefully selected who were successful in implementing sustainable strategies for over five years. Semi-structured interviews were conducted with each participant to gain a deeper understanding of their experience in implementing sustainable strategies for SMEs. The general systems theory, which specifies the relationship and interaction of a system and its environment, was applied as a framework to explain the sustainability strategies for SMEs in Zimbabwe. Findings: Four major themes emerged from data analysis: passion and dedication, quality of products and services, customer satisfaction and employing staff with the right skills. Practical implications: This study may lead owners of SMEs to create growth strategies for their businesses, increase revenue for the country and create long-term job opportunities for the communities. Originality/value: The findings from the study addressed the gap on the existing literature and contribute to the body of knowledge on effective business practices, particularly for SMEs in Zimbabwe and other developing economies. The results of the study could catalyze a positive social change by improving workforce capabilities, creating awareness of the success of entrepreneurs in Zimbabwe and increasing the interest of financial institutions in lending to SMEs.