Syanaz Nadya Winanto Putri has been thinking of how her business profits can have a social impact and create a platform to sound out the issue being struggled for, which is gender equality.
By
Dahono Fitrianto
·5 minutes read
Kompas
Syanaz Nadya Winanto
For Syanaz Nadya Winanto Putri, 45, her business journey with Rorokenes is not mere proof that local fashion products can compete and be internationally recognized. However, the products are imbued with the vision that women should be competent and empower their gender.
The business journey of Sanya—as she is commonly called—with Rorokenes, the brand name meaning an active, intelligent lady with social awareness, started in 2014. She amusingly related that she was once very eager to have Bottega Veneta bags from Italy with woven leather as their signature feature. “But I couldn’t afford to buy them the unit price was tens of millions of rupiah and my husband wouldn’t buy one for me either, ha-ha-ha,” she said on Friday (11/6/2021).
She has also noticed imitation products of Bottega Veneta circulating in the market at comparatively high prices. “Such products are mostly made in China or Korea. Those of good quality already fetch Rp1.5 million and over,” she noted.
When she expressed her unfulfilled desire to her father, Djoko Moerwienanto, an entrepreneur, he even challenged her. “People say, buying is easier than making. Now you can either just buy one or make it yourself and proudly use it, sporting it amid the influx of famous brands,” said Sanya, quoting her father’s words.
The challenge prompted the law graduate of Diponegoro University, Semarang, to start her venturous journey with Rp35 million borrowed from her spouse. She bought a quality Bottega Veneta imitation product, a handle bag costing Rp2 million. She dismantled the bag to find out how it had been crafted.
Kompas
Syanaz Nadya Winanto
She researched producers of quality leather and began to search for workers capable of making quality leather handicrafts. She finally found three sewers (she calls artisans), three weavers and an assistant. She was determined to produce woven leather bags because in her belief, woven articles are one of the characteristic products of Nusantara (Indonesian Archipelago) already existing for centuries.
“Such woven items are typically Indonesian, but why every time people talk about woven leather products, they are reminded of Bottega Veneta?” she remarked.
Her first products were launched at the Semarang Great Sale event in 2014. The 30 bags she produced were sold out. With her success in Semarang, she participated in a handicraft exhibition, Craftina, in Jakarta in the same year. “If was to prove if my products could compete head-to-head with national producers and be received by the Jakarta market. If I succeeded in Jakarta, I would also make it anywhere else. My products turned out to be sold out,” said Sanya.
He recalled that the period of 2014-2016 was the time when she was exploring appropriate forms. Sanya designed her products herself while continuing to enhance her designing knowledge. Although she likes the designs of Bottega Veneta very much, her bags do not imitate those of the Italian brand.
Rorokenes products, using 100 percent genuine leather and 85 percent domestic materials, became increasingly well-known. During 2017-2019, Rorokenes was joining various overseas displays, covering China, Slovenia, Austria, Britain, Japan and Russia. Rorokenes also serves purchases with free deliveries to Singapore, Malaysia, Thailand and Hong Kong.
KOMPAS/EDDY HASBY
Syaanaz Nadya Winanto, the owner of Rorokenes, discusses with his employees at his leather bag craft outlet in the Bukit Sari area, Semarang, Saturday (12/06/2021).
Laboratory of idealism
Wide popularity and brisk sales are not the only aim of Rorokenes. Sanya has been thinking of how her business profits can have a social impact and create a platform to sound out the issue being struggled for, which is gender equality. Rorokenes, according to her, becomes a laboratory for her idealism quests. “I’m a woman. Users of Rorokenes products are also 80 percent women. It’s now the time for women to support, protect and educate each other in the sphere of gender equality,” said Sanya, who is especially concerned about cases of domestic violence (KDRT) and sexual harassment.
Sanya maintains cooperation with Pundi Perempuan (Women’s Fund) of the Indonesian Social Foundation for Humanity (YSIK) and the National Commission for Women. A portion of Rorokenes’ profits is donated to Pundi Perempuan. Besides, she also slips Pundi Perempuan brochures into her products, containing the definitions of KDRT, sexual harassment and where victims can get help.
The corporate rule on gender awareness is also implemented in Rorokenes. Female employees, for instance, can have menstruation leave while male workers have the right to take up to five days’ leave when their wives give birth.
Cooperating with the Indonesian Chamber of Commerce and Industry (Kadin) of Semarang and Baznas (National Alms Agency) of Semarang, since 2019 Rorokenes has provided training in leather weaving and financial literacy for the mothers of children suffering from acute cerebral palsy. “The children can’t be left alone so that their mothers can’t work and be productive. They highly depend on their husbands and their self-esteem declines drastically. With this training, we aim to make them regain their self-esteem and earn some money to help support their family economy,” added Sanya.
Environmentally, Rorokenes imposes tight requirements on leather suppliers. The suppliers have to possess certificates of the Indonesian National Standards (SNI), the International Organization of Standardization (ISO) on waste processing, and pass the test report of the SGS international inspection agency to determine that the chemicals used are not hazardous to humans. In addition, Sanya fixes the limit of residual materials discarded from the production line at less than 5 percent.
Syanaz Nadya Winanto Putri
Born: Semarang, 15 November 1975
Education:
- Master’s degree in Development Management, Asian Institute of Management, Manila, Philippines
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