diff --git a/tailbone/grids/core.py b/tailbone/grids/core.py
index a4d3cc92..1e6787fa 100644
--- a/tailbone/grids/core.py
+++ b/tailbone/grids/core.py
@@ -1434,6 +1434,17 @@ class GridAction(object):
             return self.url(row, i)
         return self.url
 
+    def render_label(self):
+        """
+        Render the label "text" within the actions column of a grid
+        row.  Most actions have a static label that never varies, but
+        you can override this to add e.g. HTML content.  Note that the
+        return value will be treated / rendered as HTML whether or not
+        it contains any, so perhaps be careful that it is trusted
+        content.
+        """
+        return self.label
+
 
 class URLMaker(object):
     """
diff --git a/tailbone/templates/grids/buefy.mako b/tailbone/templates/grids/buefy.mako
index b55ff30e..63deddc9 100644
--- a/tailbone/templates/grids/buefy.mako
+++ b/tailbone/templates/grids/buefy.mako
@@ -201,7 +201,7 @@
                      % endif
                      >
                     <i class="fas fa-${action.icon}"></i>
-                    ${action.label}
+                    ${action.render_label()|n}
                   </a>
                   &nbsp;
               % endfor
diff --git a/tailbone/views/master.py b/tailbone/views/master.py
index f2634328..a4210ba2 100644
--- a/tailbone/views/master.py
+++ b/tailbone/views/master.py
@@ -2251,14 +2251,16 @@ class MasterView(View):
             return self.request.route_url('{}.delete'.format(self.get_route_prefix()),
                                           **self.get_action_route_kwargs(row))
 
-    def make_action(self, key, url=None, **kwargs):
+    def make_action(self, key, url=None, factory=None, **kwargs):
         """
         Make a new :class:`GridAction` instance for the current grid.
         """
         if url is None:
             route = '{}.{}'.format(self.get_route_prefix(), key)
             url = lambda r, i: self.request.route_url(route, **self.get_action_route_kwargs(r))
-        return grids.GridAction(key, url=url, **kwargs)
+        if not factory:
+            factory = grids.GridAction
+        return factory(key, url=url, **kwargs)
 
     def get_action_route_kwargs(self, row):
         """