Susan's handbags celebrate femininity

Susan's handbags celebrate femininity

Maria Endah Hulupi, The Jakarta Post, Jakarta

For bag designer Susan Santoso every fabric has a story to tell,
and through her Biru label she translates each of these stories
into functional, yet stylish beaded handbags that radiate a
feminine flair.

Biru, in the words of the designer, celebrates femininity and
was created for modern and active women who enjoy being feminine.

"This is why I use mostly soft colors like pink and cream for
my handbags. There are no glaring color combinations," Susan said
during the recent launch of her Biru boutique on the ground floor
of Plaza Indonesia in Central Jakarta.

All Biru handbags, with prices ranging from Rp 650,000 to Rp
1.2 million, are made using fine fabrics with elegant color
combinations. The beads and embroidery are carefully added by
hand.

Susan also incorporates a modern and festive twist that
succeeds in reversing the long-held public assumption that beaded
and embroidered handbags are things your grandmother carries.

One of the handbags in her collection is called Rosemary,
which is her interpretation of a character of the same name from
a classic novel. Then there is the Madame Buttercup, which
portrays a woman picking buttercup flowers and gathering them
into a bouquet, and Butterflies in Blue Lagoon, depicting a
flowery lagoon with butterflies.

To ensure that her exclusive products stand out, Susan uses
mostly imported fabrics and beads.

"I realized that I would need exclusive fabrics to make a
difference. When I first started this business, the designs were
simple and I experimented more with local fabrics, like satin and
silk, as well as other materials," she said.

Her ability to create beautiful designs was already apparent
when she was a teenager and words of support flowed in from her
teachers at school and the late fashion designer Prajudi,
encouraging her to become a designer.

"I have no background in fashion design and no experience in
working with designers. But I always wanted to be a designer,"
said the 28-year-old.

Her desire to become a designer was dismissed by her parents,
who wanted to see their daughter pursue a career in an
"intellectual" field. After completing her studies in Boston,
Massachusetts, in the United States, she worked with the Boston
Consulting Group, simply to follow the wishes of her parents.

However, at the age of 25, Susan decided to use her talents
and pursue her great love for fabrics and bag design. So she left
Boston and came back to Indonesia, set to start her handbag
venture in the midst of Indonesia's economic crisis.

"I realized that beaded handbags had been around a long time,
but they had not been fully explored. Then we recruited some
workers and taught them how to make the bags. Experience was not
necessary as long as they wanted to learn," she recalled.

Susan currently employs about 100 workers at her workshop in
Pondok Indah, South Jakarta. About 80 percent of her products are
exported to the U.S., England, Singapore, Brunei and Australia.

As for the designs, she said she was inspired by daily events
and her surroundings. "Every time I feel creative I create new
designs. My bags are versatile."

Along with the fashionable designs, Susan makes sure her
handbags are functional and well organized, elements that are
often overlooked in many handbags.

"I only decorate the front of the bags with beads, otherwise
they could get stuck when you wear a chiffon dress, for example.
I also equip them with compartments for a cell phone and keys so
people don't have a hard time finding those small items."

At her cozy boutique, Susan also elegantly displays her
stylish stoles, available at Rp 1.9 million to Rp 2.4 million,
some with themes that match the beaded handbags.

The boutique itself was specially designed to pamper clients
in a warm and homey atmosphere.

"I want my clients to feel comfortable when choosing the bags.
I thank them for using them. It's gives me personal satisfaction.
Based on this feeling, the concept (of the boutique) was created
to help bring my clients and me closer," the designer said.