Humor is at the heart of Joger's handicraft success

By Putu Wirata

DENPASAR, Bali (JP): "Buying or not buying, still thank you!" This is one of the colorful mottoes of Joseph Theodorus W., better known as Pak Joger, director of Joger Handicraft Center in Kuta.

With more than 100 employees, Joger could be said to be laughing all the way to the bank, producing the most quirky and amusing souvenirs in Bali today.

In front of the huge and unique shop in Kuta is the greeting: "This is Joger, not the wall of Berlin".

Employees are similarly warm in their welcome, always saying "Selamat pagi" (good morning) even when it is already lunchtime or late afternoon.

Visitors are politely requested to take off their sandals and shoes when entering the air-conditioned shop.

"Good morning," Joger himself greeted The Jakarta Post.

The store was crowded as customers stood in line at the cashier. Between 100 and 200 people visit it each day to buy souvenirs such as T-shirts, ashtrays, chairs, bamboo or wooden cups, plates and woodcarvings.

The handicrafts themselves are not different from those offered in other stores. But Joger's winning sales point is the catchy words and blurbs accompanying them.

Inspired by everyday activities, they include: "All the good people have to be served with our goodness, the bad people can be served with all the badness", and "Don't talk about politics if you don't understand politics!!."

Customers can also have their own messages printed on T- shirts.

Joger opened the business in the mid 1980s on his return from studying and working in Germany. With a US$20,000 loan from Gerald, his best friend, he opened the store, whose name was derived from combining the first few letters of their names.

He started with small souvenirs like keychains and ashtrays made by around 30 artisans. Due to high demand, he later opened three more shops in Kuta.

But he was unhappy. So busy that he did not have time for his family, whom he placed above all, Joger decided to close down all except the flagship store.

This one has become even more popular among tourists, who love the unique take on regular souvenirs.

"It seems the profits from one shop is bigger than from the other three shops," Joger said. "But the most important thing is that my family is happier. My employees are doing well in their job because they are also happy.

"This proves that my business is a happiness-oriented business and is founded on happiness."

He attributes the high profits to customer satisfaction, both with the wares on sale and the pleasant attitude of employees.

Joger said his efforts to improve the welfare of employees had included educating them on the importance of saving money for the unexpected, such as illness or an accident.

In practical terms, he instills this need through a cooperative. All employees choose their own credit in the savings account, and Joger manages their accounts by saving their credits.

This type of management -- effectively giving employees the right to raise their own salaries over time -- is rare.

There is also a serious side to his business. Joger is actively involved in communal activities such as cleaning up the streets and local temples.

Once a month, he joins several friends in visiting poor villages to donate funds or construct more efficient household systems.

His belief in supporting others extends to his business. With mounting profits, he could easily switch to using more skilled artisans. However, he still orders from the same people he hired 15 years ago.

He is also willing to provide capital to those wishing to start their own businesses.

The center's reputation is not limited to foreign visitors. People from throughout Indonesia travel to the center to make their own purchases.

"A vacation in Bali and buying souvenirs wouldn't be complete without purchasing the Joger items, especially the T-shirts with their unique blurbs," said Evy from Jakarta.

T-shirts are available for between Rp 15,000 and Rp 35,000.

Lured by Joger's fame and high profits, many people have asked Joger for franchise rights. This has included an offer to buy his shop along with its copyrights for Rp 5 billion.

But Joger has refused, not only because he wants to preserve the quality of his business, but due to his special relationship with his employees.

"They are the ones who run my business and earn the money which we can use to fulfill my dreams and ideals, to support the needy ones and improve the welfare of the poor," Joger said.

"This shop is my life."