May 16, 2023

Jeli Melihat Esensi dan Kompetisi 


Writer & Editor:  Alif Hudanto

Proses pembangunan Ibu Kota Negara (IKN) baru, Nusantara, sedang berjalan bertahap. Bersamaan dengan itu, IKN menjajaki proses branding sebagai ibu kota baru. Asosiasi Desainer Grafis Indonesia (ADGI) kembali ditunjuk oleh Pemerintah Republik Indonesia melalui mandat lembaga Otoritas Ibu Kota Negara (OIKN) sebagai mitra strategis dalam perancangan identitas visual Ibu Kota Negara Nusantara.

Setelah melewati proses kurasi Open Call dari 500 desainer pendaftar, 10 karya logo finalis tersaring dan diajukan oleh OIKN kepada Presiden RI untuk dipilih 5 logo yang diumumkan ke masyarakat. Berdasarkan siaran pers Otorita Ibu Kota Nusantara, masyarakat kemudian dilibatkan untuk memilih desain logo mana yang akan menjadi logo terbaik melalui sistem voting.

"Ibu Kota Nusantara adalah milik dan kebanggaan seluruh masyarakat Indonesia dan dibangun untuk kemajuan bangsa Indonesia, oleh karenanya saya mengajak seluruh anggota masyarakat Indonesia untuk terlibat berkontribusi kepada Ibu Kota negara baru ini dengan cara memilih logo yang paling sesuai untuk Ibu Kota Nusantara," kata Bambang Susantono, Kepala Otorita Ibu Kota Nusantara (OIKN), dikutip dari siaran pers resmi Otorita Ibu Kota Nusantara.

Dalam proses penciptaan logo, \\’ dengan apik dan detil melihat aspek persepsi eksternal dan nilai-nilai internal untuk membangun strategi langkah solid dan konkret untuk branding Ibu Kota Negara (IKN) Nusantara secara keseluruhan. Simak kutipan wawancara ini ketika founder \\’, Sisiana Pradita dan Wildan Ilham, membeberkan setiap kerangka berpikir di balik desain logo Nusantara yang mereka usung.

Sebelum jauh membahas desain logo, kalian melihat Ibu Kota Negara (IKN) Nusantara sebagai apa?

Sisiana: IKN Ini adalah sebuah entitas kota yang berambisi menjadi kota dunia yang berarti harus lebih keren dari New York. 

Dalam riset kalian, kota mana yang bisa menjadi acuan kota dunia bagi IKN?

Sisiana: Konsep kota dunia itu sudah banyak dibahas sosiolog sejak lama. Menurut sosiolog, kota dunia ini muncul akibat globalisasi. Ketika globalisasi membuat dunia menjadi dalam satu jaringan dan jarak semakin dekat, muncul lah ide bahwa akan ada kota-kota penting yang akan berpengaruh besar di dunia melebihi negaranya. Pengaruh besar ini bisa terlihat dari segi ekonomi dan informasi.

Sejauh ini, golden principle kota dunia itu future oriented. Rebranding kota dunia yang saat ini sudah komprehensif dan future-oriented itu diantaranya Chicago, Tokyo, Singapore dan Los Angeles. Beberapa kota-kota dunia lain masih berusaha membawa atau menjual sisi ekspresi kota dan gaya hidup atau cenderung menunjukkan warisan budaya. 

Branding kota dunia yang menjual ekspresi kota mengadopsi logo atau identital visual yang juga generatif dan ekspresif. Sayangnya, logo generatif justru membuat audience kesulitan mengingat city branding lewat logonya. Melbourne adalah contoh kota yang akhirnya hanya menggunakan logo hitam primernya untuk efektivitas komunikasi brand.

Memang pada akhirnya, pendekatan rebranding baru yang future-oriented mengarah pada konsep single minded logo. Ekspresi branding sebuah kota dunia menyesuaikan atau sama dengan logonya. Logo menjadi bagian dari pengalaman visual sekaligus menjadi elemen komunikasi ke masyarakat dunia. Audience akan terpapar dengan satu elemen visual dalam jangka panjang. Terlebih branding sebuah kota dunia memang memakan waktu lama. Jadi, riskan kalau menggunakan elemen visual yang berubah-ubah. 

Perpektif kalian untuk membuat branding yang melihat karakter kota dunia sebagai faktor eksternal dan nilai budaya indonesia sebagai faktor internal, mengapa kalian membuatnya demikian?

Sisiana: Jadi di level pendekatan itu kita mau tahu golden principle yang bisa membuat kita menang sebagai kota dunia. Kalau mau menjadi kota dunia, mau tidak mau IKN harus mengikuti standar dan indeks kota dunia. Selama ini, ketika sebuah kota hanya memikirkan nilai-nilai internalnya, pengakuan dunia justru lebih sulit didapat. Alasannya, nilai-nilai internal belum tentu sesuai dengan apa yang dilihat secara global. 

Jadi IKN harus tahu lingkungan kompetisinya, ya?

Sisiana: Iya, tahu lingkungan kompetisi dan tahu apa yang tepat dan mampu dilakukan untuk memenangkan kompetisi. Kita kan punya 5 poin imperatif. Pertama, dukungan partisipatif masyarakat baik dari kota maupun negaranya. Lalu, poin kedua itu digital diplomacy. Indonesia secara global dikenal sebagai digital archipelago karena konsumsi internetnya yang tinggi dan jumlah startup yang membludak dalam beberapa tahun terakhir. Poin ketiga, place makes people, yang berarti kota dunia itu punya karakter menciptakan dan mendukung masyarakatnya untuk berkembang. Poin keempat adalah logo sebagai master brand. Nah master brand ini akan membantu sebuah kota dunia untuk bisa muncul di berbagai platform. Terakhir yaitu mencari titik temu antara persepsi luar negeri dan dalam negeri. 

Dan kalian melihat ini tepat bagi IKN karena IKN ini masih embrio ya?

Sisiana: Betul. IKN yang masih embrio ini jadi landasan menggali kembali nilai yang menyatukan masyarakat Indonesia. 

Memang nilai-nilai apa yang harus dilestarikan dari Indonesia untuk kebutuhan branding secara global?

Sisiana: Sebenarnya ada yang menarik dan membuat kita kaget dari sejarahnya Indonesia sampai ada orang yang mau banget ke Indonesia karena kagum dengan sejarah kemerdekaan Indonesia. Yang menarik adalah kemampuan Indonesia menyatukan keberagaman ini dengan cara elegan yaitu dengan bahasa yang digunakan setiap hari. Jadi di momen Sumpah Pemuda itu di mana kita menyebut bahasa satu Bahasa Indonesia itu kita sudah menghilangkan identitas kesukuan tapi justru sekarang kita malah kembali memperkenalkan diri berdasarkan identitas suku. 

Sejauh mana nilai keragaman dan kebersamaan itu bisa relevan di ranah global? Apakah ada kota dunia serupa yang memiliki identitas tersebut?

Sisiana: Setiap kota dunia itu punya identitas kultur masing-masing. Tidak hanya kultur yang eksotis ya. Contohnya seperti Singapura yang punya slogan Passion Made Possible. Jadi dari slogan ini tersirat Singapore yang mendukung orang yang ultra-networking. Sedangkan, Tokyo membicarakan atau mewacanakan Old Meets New-nya. Sebenarnya kalau bicara soal Unity in Diversity, Toronto sudah lebih dulu menggunakannya. 

Tapi Indonesia punya nilai spesifik lain soal keberagaman. Kita bisa belajar dari beberapa kasus ketika pendiri-pendiri bangsa dahulu akhirnya mendapatkan pengakuan dari negara-negara lain. Contohnya, pertemuan Mohammad Hatta dan Mahatma Gandhi di India. Saat itu, Mohammad Hatta yang seorang muslim justru membawa narasi pada Gandhi tentang leluhur Indonesia itu banyak yang beragama Hindu. Hatta selanjutnya menyatakan bahwa Indonesia setuju dengan nilai-nilai perdamaian dan kasih sayang. Lain lagi narasi yang dibawa ke Amerika Serikat. Indonesia menyatakan pro demokrasi ke negara adidaya demokratis seperti Amerika Serikat. Sedangkan ke Arab Saudi, kita jelas menyampaikan jumlah muslim yang besar di Indonesia. Jadi memang kita terbiasa melihat sisi positif antara kedua belah pihak yang bisa diperkuat bersama. Dan memang Indonesia sekarang dikenal sebagai negara mediator. Kunjungan Indonesia ke Ukraina saat perang Rusia-Ukraina itu contoh yang paling baru. 

Kalau melihat situasi saat ini, apa tantangan Indonesia untuk menciptakan kota Dunia yang sesuai standar global? 

Sisiana: Kalau kita mau bikin sebuah narasi baru tentang Indonesia itu agak lama dan sulit karena berarti kita harus menghilangkan narasi sebelumnya yang sudah terbentuk secara global terhadap Indonesia. Jadi lebih baik untuk kita tahu dulu persepsi internasional terhadap Indonesia seperti apa lalu kita kombinasikan dengan narasi baru yang mau kita buat.

Secara internasional Indonesia itu dikenal dengan empat hal. Pertama, zamrud khatulistiwa. Branding alam zamrud khatulistiwa ini eksotis tapi IKN akan mengedepankan perannya sebagai hub ekonomi. Kedua, Indonesia dikenal sebagai digital archipelago yang berarti kita sudah termasuk advance secara teknologi dan digital. Ketiga, Indonesia juga dikenal sebagai negara mediator. Terakhir, Indonesia dikenal sebagai negara yang harmonis. 

Kita bisa bilang bahwa persepsi harmonis ini belum sesuai dengan kenyataannya padahal partisipasi masyarakat dibutuhkan untuk mendukung IKN sebagai kota dunia. Makanya kita jadi mikir kembali bagaimana dulu pendiri bangsa bisa menyatukan keberagaman ini. Jadi multidimensional analysis ini tidak baku sebenarnya karena ini kita berangkat secara situasional untuk menjawab pertanyaan atau mencari solusi dari gap persepsi internasional dengan kondisi yang aspirasi IKN untuk membangun peradaban baru.

Sisi future oriented-nya para pendiri bangsa bisa kita lihat kok dari desain burung Garuda sebagai lambang negara. Dalam riwayat kitab Mahabrata, Garuda adalah burung gagah perkasa yang berhasil membebaskan ibunya dari perbudakan naga. Nilai ini yang akhirnya diserap Indonesia untuk menggambarkan Garuda yang selalu melindungi ibu pertiwi Indonesia. Meskipun nilai dan semangatnya diambil dari kisah masa lampau, desain visualnya tidak demikian. Desain hasil revisi Presiden Soekarno jauh lebih modern dari sketsa awalnya. Monas (Monumen Nasional) juga mengambil monumen-monumen di dunia sebagai referensi. 

Wildan: Makanya kita yakin bahwa Nusantara ini atau IKN ini harus menunjukkan sisi modernnya terlepas dari budayanya yang mengakar kuat. 

Apa tantangan membuat logo yang adaptif tapi juga bisa mengakomodir single message baik itu untuk masyarakat Indonesia dan juga masyarakat dunia?

Wildan: Mungkin ini akan jadi jawaban untuk banyak pertanyaan ataupun anggapan bahwa logo-logo untuk IKN yang sekarang ini terkesan over simplified. Tapi menurut kita simplicity justru penting karena tantangan utamanya adalah logo ini harus bisa merepresentasikan Indonesia dan tidak khusus mewakilkan satu budaya saja. Indonesia tidak bisa terus-menerus kembali dan merefleksi ke budaya warisan jika ingin menjadi negara modern. Makanya kita memilih untuk mencari esensi paling dalam dari visual-visual yang kita pelajari dari setiap budaya. 

Nah kita belajar ke Museum Nasional yang menemukan empat karakteristik utama dalam representasi visual artefak-artefak Indonesia: simetris, berpuncak, berpusat, dan kokoh. Simetris mencerminkan Indonesia yang berimbang. Indonesia juga kokoh dalam hal prinsip. IKN juga memiliki tujuan sebagai sebagai hub ekonomi yang menjadi wujud karakteristik berpusat. Masyarakat Indonesia juga menjunjung nilai-nilai keluhuran yang tercermin dalam karakterisktik desain berpuncak. 

Sisiana: Jadi kalau kita benar-benar mengadopsi visualnya aja itu pasti akan merujuk ke salah satu budaya tapi kalau kita mengadopsi attitude dari visualnya itu akan jauh lebih universal.

Wildan: kita juga sematkan pesan yang bisa langsung terlihat oleh audience yaitu tanda seru yang mencerminkan semangat bersatu seperti ketika kita bersatu berjuang untuk merdeka.

Dalam rancangan kalian relevansi logo ini akan bertahan berapa lama?

Sisiana: Minimal desain logo ini masih relevan sampai sekitar 20 tahun ke depan. Tapi kemungkinan setelah sekian dekade akan ada kebosanan. Nah hal ini juga yang diantisipasi sama kita ketika mengembangkan logo ini kita membuat logo yang versatile yang bisa terus dikembangkan. Jadi desain logo ini tidak hanya mempertimbangkan kebutuhan birokrasi negara tapi juga meninjau dampak positifnya ke perekonomian masyarakat karena merchandise itu juga jadi potensi pemasukan bagi masyarakat kota dunia. Contohnya kan Amsterdam,Belanda yang punya slogan I Am sterdam, New York punya I Love New York. Ketika kaos I Love New York itu bisa dihargai 400.000, itu juga akan menyumbang ke kesejahteraan masyarakat. 

Jadi logo ini boleh dan bisa diinterpretasikan ulang oleh masyarakat? Bagaimana jika sampai ada yang merusaknya?

Wildan: kita justru ingin logo ini tetap kembali ke hal-hal positif terlepas dari apapun persepsi audience. Makanya kita uji coba berbagai desain logo lalu kita coba juga negatif tes untuk melihat logo kita ini dapat memunculkan persepsinya apa saja. Setelah uji coba, kita sampai pada satu titik bahwa kemiripan-kemiripan yang muncul dari persepsi terhadap logo ini tetap menunjukkan nilai yang positif. Salah satu audience menyebut bahwa logo IKN yang kita buat ini terlihat seperti burung merak. Yang lain melihat logo kita seperti mahkota dan sebagainya. Bahkan ketika (logo) dijadikan bootleg itu (hasilnya) juga tetap baik. Sudah kita perkirakan. 

Beberapa ada yang komentar desain logo kita terlihat seperti logo perusahaan startup. Tapi justru itu bagus karena berarti sisi digital dan future forward-nya terasa di logo ini. 


Alif Hudanto
Experienced writer for 6 years, ranging topics from economics, infrastructure, lifestyle, and food for television broadcasts, magazines, and online websites.

March 4, 2023

Celebrate March Fourth!


Writer:  Sisiana Pradita and ChatGPT
Editor: Lintang Subiyantoro
Illustration: Midjourney

March Fourth, a day to conceive as a homophone of the words “March Forth,” was born out of the countless tales of individuals giving up on their aspirations because of procrastination and lack of motivation. 

This unofficial holiday aims to inspire and support those in need to jumpstart their ambitions and pursue their dreams with vigor and enthusiasm. It is a coincidence that this day also presents an opportunity to encourage businesses to strive towards achieving greater societal good—which aligns with our purpose.

March fourth holds a particularly magnificent place in our hearts as it marks the day of our company’s official registration. It serves as a poignant reminder to continue marching forth toward fulfilling our purpose through the provisions of our services. Meanwhile, this day to remember calls for introspection and contemplation of our journey thus far—it is also an occasion that demands an expression of gratitude.

“Even after all this time, I am deeply grateful that the inception of Karsa, our internally rooted culture, was our very first heartbeat.”

In many instances, internal culture development is an afterthought. It often being crafted once the business is in operation or the team size has grown. While it is generally perceived as a natural facet of any business, whether consciously designed or not, it exists in one form or another. However, in our case, we recognize the indispensable role that internal culture plays in shaping our business operations and activities. It made us prioritize its establishment as the bedrock of our company from the outset.

The very nature of our business necessitated a purposeful approach to crafting our internal culture. Consequently, we devoted ourselves to designing it even before conceptualizing our company’s name, \\'. Remarkably, even when our team comprised a mere duo, we remained steadfast in our commitment to implementing our internal culture each day, and this noble practice persists to date.

At the onset of the year, as our burgeoning ecosystem continues to expand, we paused to reflect on Karsa during our annual town hall. It is accustomed to revisit Karsa and delve into its significance, pertinence, and potency in propelling us toward our goals. However, unlike prior years, we approached this year’s discussion with a few modifications in mind. What if the discourse on Karsa was not limited to the co-founders? What if we invite wider audiences, including partners and interns? What if we granted them equal opportunities to question any aspect of Karsa? Anything at all!

“We are playing with wild cards,” I mused upon hearing this idea. It was undoubtedly an invitation to shake the very foundation of our beliefs. The outcome of this discussion could either reinforce our adherence to Karsa or cast doubts about it. The latter possibility was a precarious risk for us. To make a long story short, we arrived at a crucial crossroads. While a robust internal culture is sustainable over time, we must also acknowledge that holding on to outdated values that no longer serve us is not Karsa.

Therefore, Karsa had to undergo this acid test to forge ahead with greater strength. This ritualistic modification was crucial to avoid complacency and to ensure that Karsa remains a living, breathing value rather than a rigid dogma. Karsa values open-mindedness, continuous learning, and bravery. Hence, we embraced this calculated risk as a way of embodying Karsa. It was a bold, conscious decision that remains acceptable within our internal culture.

Consider if there was a community of ten individuals living in unison with the ethos of Karsa. Would their presence improve or diminish their surroundings? The group convened to exchange their perspectives on their experiences with Karsa. Some participants examined each value, while others shared the effects of incorporating Karsa into their lives.

Upon reflection, we concluded that Karsa had influenced our professional demeanor and transformed our way of life. It urges us to shatter our preconceptions and propel ourselves towards personal development, constantly striving for betterment. The collective values of Karsa challenge us to establish higher personal standards, continuously elevating them at every opportunity. Most of us believe that we have the potential to achieve more significant growth and become the best version of ourselves. As we look back on our former selves, we realize we have undergone a gradual and perpetual evolution toward self-improvement.

As I observed the discussion, I burst into awe. Despite being mentally prepared for the worst-case scenario, the outcome surpassed my most optimistic expectations. What struck me the most was the unwavering belief in our ability to improve continuously, which filled me with a sense of relief and reinforced our shared purpose. I fervently hope that the benefits of Karsa will continue to guide us forward and be felt by fellowpreneurs in every project we undertake. Accordingly, this imperative sustains how we present our work in a comprehensive and insightful case study format. These will enable us to convey the good thoughts behind every brand to a larger audience and inspire other fellowpreneurs to build more brands with positive impact.

Reflecting on the journey thus far, I am grateful that Karsa, our deeply ingrained internal culture, was our very first heartbeat. For those who have read this far, \\' wish you to believe that every day presents a fresh opportunity to pursue your goals and better life’s purpose. Let’s march forth together, hand in hand, towards a better future!


Sisiana Pradita
Sisiana harnesses her multifaceted expertise to spearhead projects in collaboration with global and local clients. Before her tenure as Brand Strategist with \\’, she lent her insights to esteemed Business Consultant and WPP enterprises such as Ogilvy Public Relations, Bates Chi & Partners as an Account Planner, and Superunion as Brand Strategist. Transcending her background, Sisiana has effectively channeled over a decade of skill in field strategy, communication, and brand management acumen across a spectrum of 15+ business verticals and diverse consumer segments.

March 8, 2022

Archiving Feelings Through Journal


Interviewee : Nitya Saraswati
Writer: Sheila Abigail
Editor: Pandu Hutomo
Illustration: Nitya Saraswati

To do an internship is not merely to hasten graduation or gain practical experience, which in my opinion would only limit ourselves from seeing its true possibility. While we as interns surely want to learn more about the professional world, we are also first and foremost looking for growth.

Which brings to mind Nitya's experience during her internship in \\’. Her skills evolved through such a multifaceted process of which I had discovered that \\’ learning ecosystem played a big role. She grew through guidance instead of command, from feeling accepted, and by \\’ supporting her potential—even the most impulsive ones. I will try to summarize her experience through this interview.

Nitya, tell me about your experience during internship at \\'.
It was my very first time doing an internship. I was very excited even before the first day. At first, I just wanted to hone my design skills and make new friends, but, as soon as I entered \\’, the mentors were already very welcoming and warm. They refreshed me with new insights at every encounter. Even after I have finished my internship, I still feel like I'm at home whenever I visit \\’.  

I learned not only about work but also work-life balance. We made time to watch serials during lunchtime and played Monopoly Card Game after work. We work optimally, but also live our life blissfully. 

“Even after I have finished my internship, I still feel like I'm at home whenever I visit them.”

What were your activities during your internship at \\'?
In \\' we shared everything. Every week’s beginning, there was this Monday Morning Inspiration for us to share our new discovery from the weekend. It wasn't always about a project or design-related stuff, we could also share random inspirations. Regarding work, even though I was an intern, my mentors still involved me in the work process on projects or meetings with clients. In the last month of my internship, we had to complete the final project. 

Tell us more about the final project!
We had to find problems that are reachable for us to solve. At that time I had 3 ideas to solve which naturally related to me. Those ideas were raising mental health awareness to the younger generation, pottery craft art, and sustainable fashion. 

Due to several considerations—whether I could finish it before my internship ends—I chose the idea about mental health. I consider this topic really close to my heart and I love to discover more about it. They gave me a month to finish it.  

Well then, what did you do to find the most feasible solution?
Firstly, I self-reflected and asked myself  "what is it that has been helping me to deal with my mental health issue?". I used to feel depressed in the past, and I found that journaling helped me to release my stress. So I did some research to find out the role of journals in mental health issues. Turns out it is an important process to access professional help, as journals actually help them to draw up a more precise diagnosis. Unfortunately, not many people are already used to it, which poses a new challenge for their healing journey. Therefore, I designed a journal that could help people get used to journaling as a solution to the problem I raised for my final project.

Since you have finished the internship, will this project remain ongoing?
Yes! Even after I finished the presentation, I was even more excited about it. I feel like it has to be a real movement, you know?. Currently, I'm working on its social media and developing the content for this new journal. I’m at the stage of raising people's awareness and will keep it going so people will get used to it. I have experienced its benefits and I believe this can help many people, especially the young generation. Personally, this final project will also improve my design skills. As time went by I also realized there are so many possibilities for the upcoming final product out of this project—it is by means limited to only a book.

“Don't forget to empty your glass, we always have space to grow and learn new things—anywhere and with anyone.”

Last but not least, what advice would you give to the next interns?
For future t interns, don't forget to empty your glass, because we always have space to grow and learn new things—anywhere and with anyone. Continuously growing! I learned a lot both in design and other things in life during my internship at \\' that I will always carry with me. Always be curious! It's very important. Also, be sincere and don't forget to use your "Kokoro" a.k.a heart in carrying out any project because the results will have double positive influence both for people who observe your work and for yourself. Best of luck to all of you!


Sheila Abigail
Sheila has entered the professional industry for 2 years as a designer and branding strategist. She also has strong project management experience from her growing place at Mawar Sharon Christian Church. Her passion for strategy and project management has continuously evolved ever since. It becomes a perfect combination for her role as an Account Planner that also has a keen eye on design thinking. Aside from her professional experience, she has a strong passion for helping SMEs through branding. Partnering with PETRA she volunteered to build SMEs from scratch in Surabaya.

January 1, 2022

The Rising of Sustainable Gold Jewelry


Writer: Sheila Abigail
Editor: Sisiana Noer Pradita
Illustration: Lutfi Aufar

Sustainable gold jewelry is growing in the global market, but is it also promising in Indonesia? We learned from the experienced gold jewelry brand in Indonesia in order to answer this question. 

The gold jewelry industry is currently in global trends, with, the global jewelry market expanding at a Compound Annual Growth Rate (CAGR) of 2.6% between 2016 and 2020. The market is also expected to continuously expand at a CAGR of 8.2% from 2021 to 2028. The growth of the global jewelry industry parallels the bloom of Etsy trends, which won the attention of global customers due to its artisanal designs. The Etsy-fans love artisans gold for more than its aesthetic designs, as they also realize the importance of its sustainability.  

The importance of sustainable gold sources triggered the communities to launch movements such as #NoDirtyGold, an international campaign working to ensure that gold mining operations respect both human rights and the environment. The #NoDirtyGold campaign seeks to educate consumers, retailers, and manufacturers on the impacts of irresponsible gold mining, and to enlist their support in persuading the mining industry to clean up its act. Their activities is supporting sustainable materials include gold efficiency, recycling, and repurposing. The existence of this movement naturally supports the development of sustainable gold jewelry in the world.

“The growth of global gold jewelry market, including its trends, certainly has an impact on the market in Indonesia.”

The growth of global gold jewelry market, including its trends, certainly has an impact on the market in Indonesia. As reported by Statista, revenue in the Jewelry segment in Indonesia amounted to US$193 million in 2021. The market is expected to grow annually by 6.16% (CAGR 2021-2025). What was mostly just older customers looking for gold jewelry with certificates as investment has been joined by, younger customers who are keen to make investments in the stock market, gold bars, and other financial platforms. The influence of global trends on Indonesia creates a new ripple to purchase gold jewelry, and now the market sees more aesthetic value or even other values such as ethical values than just the certificates or carats contained therein. 

From this shift, we see the rising concern with ethical values as reflected from the increasing awareness of sustainable and responsible consumption. Other industries have already seen this high expectation on sustainable products and services, which examples are abundant in domestic spheres: stainless straws, shopping bags made from cassava starch, and even thrift shops. The emergence of a responsible consumption trend in turn triggers brands to offer their own sustainable products. 

Brands are competing to be environmentally friendly by supplying recycled materials. In the fashion realm,  Indonesia has COTTONINK, which launched their debut sustainable clothing line in September 2020: COTTONINK’s “Pastel Whimsical” collection, created in collaboration with the TENCEL™ brand. TENCEL™ branded fibers are produced from sustainably sourced wood by environmentally responsible processes, which allowed COTTONINK to create a collection which is safer for the environment at every stage of the product’s life cycle while drastically reducing pollution.  As sustainable expectations are gradually spreading to most aspects of daily consumption, gold jewelry.

Currently, Indonesia already has a vibrant physical gold market, supported by an internationally recognised gold refinery in Papua, a large gold jewelry sector, and wide availability of retail investment gold bar products. Even during the pandemic, Indonesia's gold ​has been growing brilliantly: per the latest data from Consulate General of Republic Indonesia, Indonesia’s jewellery exports increased by 24.21% during 2020, thanks to industrial technology 4.0 that is equipped to increase productivity and quality more efficiently. The biggest export destination countries are Singapore, Switzerland, Japan, Hong Kong, the United States and Australia. The statement above, which validates the quality of Indonesian gold for the world standards, is certainly a promising outlook on the future of Indonesian gold jewelry industry. 

Located in Bali, Ananda Soul designs their products  with a touch of the Dewata island’s  culture. Every piece of jewelry was ethically produced from recycled silver, 22k gold vermeil, 22k gold plated, and 925 eco sterling silver. The business has been growing organically until it sees more than 50k followers on Instagram. Their vision, which is a thriving humanity, a healthy planet, and a deep calling to act from integrity in favor of a better tomorrow attracts the attention of consumers who possess the same vision. The existence of Ananda Soul Creations also validates the market for recycled gold jewelry in Indonesia. 

Another sustainable gold jewelry player that caught our attention is Samudra Gold. Based in Sorong, Samudra Gold has been growing by selling Etsy-inspired gold jewelry. All of its products are 21K (87.5%) gold in simple design for daily wear. They also highlighted some of interesting USPs, from recycled gold jewelry handcrafted in Papua to lifetime guarantee. Furthermore, aligned to its sustainable value, Samudra Gold invites customers to send back their gold for another recycle once they are bored with the design.

“One thing for sure, there  are many market potentials waiting to be discovered on this landscape.”

Aside from the aforementioned players, we have also seen a few artisanal emerging players in this sustainable gold jewelry landscape. Looking from the Porter Five Forces lens, and  the national supportive circumstances, we can see promising opportunities for more of these  brands to come. This is just about the materials, we are not even touching the brand part—there is still more to dive deep into on the golden rules that brands can utilize to grow this market like its product design, identity, and a lot more. One thing for sure, there  are many market potentials waiting to be discovered on this landscape. 


Sheila Abigail
Sheila has entered the professional industry for 2 years as a designer and branding strategist. She also has strong project management experience from her growing place at Mawar Sharon Christian Church. Her passion for strategy and project management has continuously evolved ever since. It becomes a perfect combination for her role as an Account Planner that also has a keen eye on design thinking. Aside from her professional experience, she has a strong passion for helping SMEs through branding. Partnering with PETRA she volunteered to build SMEs from scratch in Surabaya.

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Resonant strategy expertly executed.

Resonant strategy expertly executed.

Resonant strategy expertly executed.

Resonant strategy expertly executed.

©2023Indonesia

©2023Indonesia

©2023Indonesia

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