The field of family entrepreneurship is emerging and increasingly growing and this new research stream incorporates both family businesses and entrepreneurship. Hence, there is a lack of studying family businesses from the point of view of entrepreneurship in rural contexts, particularly the gender dynamics in family firms. Therefore, this study will use a combination of in-depth interviews on family firms as case studies and analysis, in conjunction with literature review on family entrepreneurship and gender. The rural family businesses presented in the study are located in Småland,  an area similar to other rural areas in Sweden with a physical distant location to urban areas; the location matters as it enables and/or constrains entrepreneurs in undertaking entrepreneurial activities. Thus, this paper explores differences and similarities in the views regarding the role of women entrepreneurs in family firms in rural Småland. Hence, the paper contributes to a better understanding of the (in) visibility of women entrepreneurs in family businesses within the mainstream of family entrepreneurship research in the rural setting.