When referring to a word itself, italicize it. Double quotations are an acceptable option only when italics aren’t available.
To the poor, handmade is a necessity.
To the wealthy, handmade is a luxury.
(As I’ve said before, I don’t make up these examples. On the other hand, sometimes there’s one worth thinking about for its content and not just for its glitches. So here’s a nothing-about-grammar mini-rant: To many people in the middle class, handmade is both something to be sneered at and avoided and something to try to acquire for next to nothing because they desire it so badly but don’t want to pay for the time and skills of the person who made it. This, I feel, is wrong. If you want more rant on this topic, here’s a link to a post I wrote, back in 2013, about “artists/craftspeople and the value of work.”)
(WordPress wants me to change craftspeople to tradespeople. Um… No. Different words, different meanings. And — micro-tirade directed at someone else — if I’d meant housekeeping, I’d have said that instead of homesteading, dammit. *shakes head*)