Norman puts sparkle into Jakarta fashion
Norman puts sparkle into Jakarta fashion
By Agni Amorita
JAKARTA (JP): Fashion accessories have a long history in
Indonesia. The country's rich fashion culture is reflected in the
glittering appearance of an Indonesian woman, fitted out from
head to toe, at special occasions.
The traditional way of dressing up in one's finery continues
today. Different types of headwear, earrings, bracelets, anklets,
necklaces and rings are considered an inseparable part of local
fashion, especially items made from gold, which are also
considered status symbols.
There are shops selling gold as a fashion accessory in every
corner of big cities, even the suburbs, in the country. It is no
wonder that Singaporean jewelry designer Norman Ang said 50
percent of his loyal costumers were Indonesians. Despite the fact
that the country has not fully recovered from the monetary
crisis, the jewelry trade is still doing big business in Jakarta.
That is the main reason Norman, 36, has opened his second
jewelry boutique in the capital. The owner of Heliopolis
Accessories, a boutique in Le Meridien Hotel Singapore, opened
his branch with a fashion show at the Regent Hotel Jakarta last
week.
"In term of business, I'd like to be closer to my customers so
they don't have to fly to Singapore because of me anymore, and
secondly, I hope it will increase a more progressive market
here," said Norman, who kept to a tight schedule during his
visit.
He provided his jewelry for at least three big fashion shows
in Jakarta, including a memorial show for Kim Thong Bridal House
in Kempinski Hotel, one for hairdresser Peter Saerang and, of
course, his own show with the help of customers-turned-friends
Susan Budihardjo, Sebastian Gunawan, Eddy Betty and Didi
Budiardjo, all designers themselves.
The local designers' collections acted as an artistic canvas
for a colorful palette of fashion accessories made by Heliopolis.
The western bridal gowns from Susan Budihardjo, bustier-look long
evening dresses of Didi and Sebastian, plus the Indonesian
traditional sarung kebaya inspired creations of Eddy Betty were
harmonically packaged with tiaras, huge earrings and layered
necklaces, not to mention fully ornamented bracelets.
It also offered a smart solution in coloring in fashion; like
those only willing to choose white as a wedding dress can always
turn to colorful accessories to spice the colors up, as shown by
Susan and Sebastian who matched shiny reddish jewelry with
broken-white bridal gowns. Eddy Betty successfully modernized the
traditional value of classical sarung kebaya into a younger look
by matching it with the colorful, contemporary designs of
accessories from Heliopolis.
Norman claimed Heliopolis was alone in doing professional
jewelry in Singapore.
"I have been specializing in bridal and evening jewelry for
the last 10 years," he said. His creations are predominantly in
metal plate, such as gold, silver, palladium and radium, but he
also uses well-known Swarovski crystal for its exclusive stones.
The expensive materials correspond into high price tags for
Heliopolis accessories, starting from Rp 300,000 for earrings, up
to Rp 4 million for a necklace.
Norman's confidence in selling fashion accessories came from
experience. He sticks to what he knows best.
"I never do fashion designs," he said. It works well. Local
publications have helped in building his reputation; people
flocked to his jewelry boutique after it was featured in Female
and Her World magazines.
"My Indonesian clients also found me in those publications,"
he said. Most of the clients became loyal ones without further
huge promotional efforts because Norman always keeps their
satisfaction guaranteed. His key is to treating them personally
and professionally, which is often overlooked by local fashion
producers.
By Agni Amorita
JAKARTA (JP): Fashion accessories have a long history in
Indonesia. The country's rich fashion culture is reflected in the
glittering appearance of an Indonesian woman, fitted out from
head to toe, at special occasions.
The traditional way of dressing up in one's finery continues
today. Different types of headwear, earrings, bracelets, anklets,
necklaces and rings are considered an inseparable part of local
fashion, especially items made from gold, which are also
considered status symbols.
There are shops selling gold as a fashion accessory in every
corner of big cities, even the suburbs, in the country. It is no
wonder that Singaporean jewelry designer Norman Ang said 50
percent of his loyal costumers were Indonesians. Despite the fact
that the country has not fully recovered from the monetary
crisis, the jewelry trade is still doing big business in Jakarta.
That is the main reason Norman, 36, has opened his second
jewelry boutique in the capital. The owner of Heliopolis
Accessories, a boutique in Le Meridien Hotel Singapore, opened
his branch with a fashion show at the Regent Hotel Jakarta last
week.
"In term of business, I'd like to be closer to my customers so
they don't have to fly to Singapore because of me anymore, and
secondly, I hope it will increase a more progressive market
here," said Norman, who kept to a tight schedule during his
visit.
He provided his jewelry for at least three big fashion shows
in Jakarta, including a memorial show for Kim Thong Bridal House
in Kempinski Hotel, one for hairdresser Peter Saerang and, of
course, his own show with the help of customers-turned-friends
Susan Budihardjo, Sebastian Gunawan, Eddy Betty and Didi
Budiardjo, all designers themselves.
The local designers' collections acted as an artistic canvas
for a colorful palette of fashion accessories made by Heliopolis.
The western bridal gowns from Susan Budihardjo, bustier-look long
evening dresses of Didi and Sebastian, plus the Indonesian
traditional sarung kebaya inspired creations of Eddy Betty were
harmonically packaged with tiaras, huge earrings and layered
necklaces, not to mention fully ornamented bracelets.
It also offered a smart solution in coloring in fashion; like
those only willing to choose white as a wedding dress can always
turn to colorful accessories to spice the colors up, as shown by
Susan and Sebastian who matched shiny reddish jewelry with
broken-white bridal gowns. Eddy Betty successfully modernized the
traditional value of classical sarung kebaya into a younger look
by matching it with the colorful, contemporary designs of
accessories from Heliopolis.
Norman claimed Heliopolis was alone in doing professional
jewelry in Singapore.
"I have been specializing in bridal and evening jewelry for
the last 10 years," he said. His creations are predominantly in
metal plate, such as gold, silver, palladium and radium, but he
also uses well-known Swarovski crystal for its exclusive stones.
The expensive materials correspond into high price tags for
Heliopolis accessories, starting from Rp 300,000 for earrings, up
to Rp 4 million for a necklace.
Norman's confidence in selling fashion accessories came from
experience. He sticks to what he knows best.
"I never do fashion designs," he said. It works well. Local
publications have helped in building his reputation; people
flocked to his jewelry boutique after it was featured in Female
and Her World magazines.
"My Indonesian clients also found me in those publications,"
he said. Most of the clients became loyal ones without further
huge promotional efforts because Norman always keeps their
satisfaction guaranteed. His key is to treating them personally
and professionally, which is often overlooked by local fashion
producers.