Indigenous groups who live on and work with customary land and resources occupy many rural settings in the Pacific. In Fiji, as life has become dominated by economic demands, many itaukei (indigenous Fijian) communities have struggled to see how bula vakavanua (tradition, culture and the way of being)—such as solesolevaki, or unpaid communal work for collective good—can aid in sustainable development of their resources for their people’s benefit. This struggle, along with a lack of opportunities in rural settings, has given rise to rural-urban migration and increased related social problems. This paper aims to demonstrate that indigenous-driven, effective rural development is possible in the Pacific despite these challenges. Case studies of successful itaukei businesses based on customary land in Fiji—and how solesolevaki has been revived to support itaukei entrepreneurial success and community wellbeing—were conducted and analysed.