Rural craftsman stands test of crisis

Rural craftsman stands test of crisis

Heru Prasetya, Contributor, Yogyakarta

He started his business from scratch. But thanks to his
perseverance and dedication as a craftsman, Sujiman has seen his
yearly turnover reach about Rp 1.5 billion.

The achievement is especially impressive because Sujiman, who
lives in Bobung hamlet of Gunungkidul regency, some 28 kilometers
southeast of Yogyakarta, is an elementary school graduate.

Sujiman makes a wide range of products, from toys, statues and
keyholders to jewelry boxes -- all made of wood for both the
local market and for export.

The father of two children is but one of almost 90 percent of
Bobung residents, some of them very successful, who make a living
making handicrafts. The hamlet of 463 people is known as a
tourist village for its handicraft industry.

The residents acquired their skill from their ancestors. Long
before the village became a center for handicrafts, it was well-
known for its dance mask tradition. This explains why it has
become what it is today.

In the past, masks used in the dances were made by local
residents on a limited basis for fear that their products would
be imitated.

One version has it that in the past, masks were made imbued
with magical properties and that only certain people were capable
of making them. The masks were said to have magical power.

Masks used in the dance were of classical styles such as Klana
Sewandono, Klana Sepuh, Klana Sura Pamujo and Pentul Tembem.

In the course of time, the dance mask was lost to pop culture,
especially dangdut (popular music with strong beat reminiscent of
Hindi and Arabic music).

Sujiman's success story began after a tragedy in the early
1970s when a house where classical dance mask materials were
stored caught fire. All was destroyed but a single mask. It was
only slightly burnt and was sold to someone.

Inspired by the mask he had sold, Sujiman began making a
replica.

"I had only a chisel and wood taken from the house yard as the
initial capital," Sujiman said.

In 1973 he ventured to sell his works in Yogyakarta, offering
them from one shop to another. Each time he went to Yogyakarta he
brought with him about 20 masks wrapped in a table cloth.

"Each cost Rp 250 at that time. Sometimes the masks sold well
but sometimes no one bought them. I would consign unsold masks in
shops with a profit sharing arrangement," Sujiman said.

He hawked his masks door to door until 1975 when orders
started to come.

Sujiman, previously used to do the whole work alone, starting
from procuring the raw materials, carving the wood to selling the
products. As business grew, he then started to recruit his
neighbors as employees, training those who had no basic skills in
wood carving.

In 1979, beside masks, Sujiman began to develop other products
such as toys called Loro Blonyo. Loro Blonyo is a model of a
Javanese bride and groom sitting with legs crossed.

In the traditional Javanese community, the icon is placed in a
bedroom, as a symbol of family harmony. Now it has become a
household accessory, which can be put in the living room,
veranda, and even in hotels.

In the 1980s the craftsman added other models to his woodwork,
namely animal figures such as cats, tigers, elephants and birds.
In 1982 he developed his wooden masks from the classical to
modern ones.

Sujiman is aware that innovation is key to his business
survival so he innovates all the time. He has turned his house
into a showroom.

Prices of his products range from Rp 2,500 for a key holder,
Rp 35,000 for a large mask to Rp 4 million for Mongolian wooden
statues. He has several remaining classical masks made in the
1970s which carry a price tag of Rp 1 million.

He keeps one classical dance mask that he vows he will not
sell. He recalled a westerner offered him Rp 15 million for it
but he rejected the offer. "I will not sell it because I like
it," Sujiman said.

Sujiman's wooden products have been marketed in many major
cities -- Jakarta, Bali, Surabaya and Solo. He also takes orders
from various countries like the United States, Canada, Australia,
Singapore, Saudi Arabia and the Philippines.

"My monthly turnover was about Rp 121 million last year.
Before the economic crisis began (1997), my profit margin was
between 30 percent and 40 percent. But, it is lower now," Sujiman
said.

Sujiman used to obtain the raw material locally but now he has
to seek supplies from Central and East Java.