I partly agree with you about the connotation of the the word "craft", but it does not always connotate "amateur". When I see the word crafts(wo)man, I think of someone who does a highly specialized and skilled kind of work, with an element of artistry.
But when referring to a "crafter", or someone who is "crafty", that's when I get the connotation of a hobbyist.
I personally like the word "artisan". People who carve architectural ornaments are called artisans. They aren't artists, exactly, but what they do requires very high skill and artistic ability.
Isn't it amazing we can communicate at all? I can't imagine being a marketing professional having to sort all this out!
Kate