Hi everyone! So, this is our first blog post. We don’t have any better idea except introducing our beloved founding father just to make you know us better. So, this is our interview with Adam Amrullah. Just call him Adam, by the way 🙂

Hi, Adam! Can you please tell me about yourself?

I was born on March 6th, 1990 in Los Angeles, US. Actually, I don’t know what to tell about myself. Let me google it first haha

Haha, it’s okay. What if you tell us about your first experience in the business field?

The first business that I found is a culinary venture called Minke Red Bean Dessert Bar. It’s a small dessert shop that specialized in eastern sweets made from local red beans. The concept has been awarded as a winner on Datsun Rising Challenge in 2014!

Wow cool! So what makes you want to create shoe brand when you have experience in culinary?

Unfortunately, my dessert shop closed in early 2017 due to some problems. Since then, I kept looking for some business inspirations from many sources. One day, I accidentally found handwoven fabric at home, which I had bought a long time ago. Then I thought it would be great if I could turn it into some products. Furthermore, I did some research, if there are other people who make products from handwoven fabrics. As far as I searched, many of them only make clothes and bags, none of them make shoes. In my opinion, that kind of fabric which is stiff and strong is more suitable if we turn it into shoes. Moreover, I looked for a weaver in Jogja and found that they live in Moyudan Village. That’s my story.

Great! So, who makes the designs for every shoe you sell?

Well, that’s me. Thanks to Pinterest & Instagram. Haha!

Do you have a plan to hire a shoe designer?

Of course, I actually know nothing about fashion design and have no background in that field. So, we will hire one in the future.

Does Naray have a store? I mean, an offline store.

No, we have not yet. But someday, I hope so.

So, where can we get Naray’s products?

On our website and some marketplaces, such as Blibli.com, Qlapa.com, Handmadenesia.com, Kuka.co.id, and Marketplays.id

What are the most challenging things about running this business?

Hmm.. I think when I have to explain what stagen is to everyone. Because it turns out, many people especially the young ones, have no knowledge about that traditional fabric. So it is quite challenging for me to make them aware of what it is, how it is made, and where it is come from.

What are your hopes or dreams for Naray in 3 years from now?

We are thinking of creating a collaboration with at least twenty handwoven artists, which most of them are the young generations in the Moyudan village. We also think that our business model is already well-developed and ready to be duplicated in other location, hence we can support more rural artisans and have more interesting products. We believe that in 3 years we will expand our distribution and we will have our products displayed in distinguished fashion stores in Indonesia and in international locations, which we can promote the cultural tradition to the wider audiences.

Do you see some challenges you expect to face in several years ahead?

We believe that the first most challenging obstacles in the upcoming years are attracting the young generations to preserve the weaving tradition in Moyudan. It is our vision from the start and we need to work hard to make our company sustainable, hence the young people can focus their career on weaving and learning to be more creative. We are also in ongoing negotiation to collaborate with local NGO to provide free education access for children in Moyudan, therefore, they also can keep up with school and learn to weave from their mothers.

Wait a minute, you said that you are trying to provide free education for children there? Wow!

Haha, yeah, we hope so. May I continue?

Hahaha, yes, please…

Okay. And, the second challenge is to perfecting our current business model and duplicate it to another village or location. We can not expect that the circumstances will be the same as in Moyudan and we also can not expect the indigenous artisans in new locations will have the same motivations needed to develop their craftsmanship with us, therefore, we will need to make some adjustment to suit their needs and help them grow. There are also possibilities that our products will be imitated by another company, and to handle that we will release new designs regularly and by cooperating directly with the artisans, we can explore new patterns that our competitors can not keep up.

Such a mind blowing idea! Okay, and this will be the last. What are your hobbies during your free time?

Hmm… watching movies, cooking, what else…? I think that’s it.

Okay Mr. Adam. Thank you for your time, and good luck for your project!

Thanks a lot!