I am Italian and have been an entrepreneur myself, for this reason, I understand your difficulty.

However, before even trying to describe your lifestyle in a less defensive way, I would suggest to change attitude about your job.

Far from being a stigma, running a small business makes you a successful person if you enjoy what you do, if your business is stable, if it grows organically, if it allows you to employ people, if it leaves you time to live your life fully.

Saying "I am an entrepreneur in the <your business goes here> field" should be convincing enough if you feel strong about what you are doing.

After all, if you feel strong about your choices, anyone who kills the conversation at this point might not be someone you want continue dating anyway.