Bakers, butchers, and candle-stick makers are not "ruined".
They have freedom of speech. They can post big signs in their places of business or post messages in huge font on their business websites stating something like this: "We don't agree with equal rights under the law for some people, but we will comply with state law." They may even use language dripping with anti-black, anti-gay, or anti-whatever animus.
People who are offended will probably boycott the business; but perhaps bigoted people will patronize the store. You win some, you lose some. Whatever. But, if you choose to violate the law, then there are consequences.