This paper offers a rare insight into women’s experiences dealing crack cocaine. Drawing on interviews with eight women, this research finds that, although the retail-level crack trade is male dominated, it is not simply a man’s world. This paper examines the strategies that successful female dealers employed, demonstrating that women reflexively took their gender into account to made cognizant choices about what, when and how to deal. Dealing strategies were a response not solely to the gendered nature of the drug market but also to women’s gendered social positions, relationships and identities. Performing respectable femininity was a key strategy for keeping dealing hidden and keeping out of trouble. This paper is underpinned by the concept of ‘doing gender’.