I’m Dina Rosaria and I started my online clothing line business in 2017. I wanted to not only revive the traditional Indonesian weave but also empower the local artisans who are masters of this craft and take their skills to the rest of the world.
She wanted to empower the local artisans by reviving the traditional Indonesian weave.
I started a clothing line for both men and women which combined the traditional Indonesian material of tenun lurik with international colors and designs. The quality of my products helped my business make a steady encouraging start. But just when it was time to move to the next level, the pandemic struck.
During the pandemic, she faced the falling sales figures resolutely, and was determined to support the local craftsmen and keep their art alive.
Through these tough times, even though my business saw a 50% decline in sales, I simply refused to back down. I pivoted my business model through product line innovations like cloth masks. All the while keeping the original product line alive and going.
She successfully overcame the pandemic setback through ingenuity and flexibility in her business model.
Not just that, I also managed to retain all of my employees during these tough times.
What was even more remarkable is that not only did the business survive but went on to grow both locally and internationally.