Grand Opening of workinghour(s) and Tea Label

Yesterday, i came as invited to the Grand Opening of workinghour(s) and Tea Label's store located in Level One, Grand Indonesia. Every guest and the media there (including me) are all served with delicious maccaroons and sweet jellies--oh, and good music.

Workinghour(s) is a new label in town, established in 2010, offering classic and sophisticated design for those working women with hectic schedule and demanding lifestyle. Meanwhile, Tea Label is a line for "hand-blended jewelries", also established in 2010, offering unique and quality accessories that will complement your look.

I got a chance to talk with Bryna Lie (the Marketing Director of workinghour(s)) and Melfin Novi (the Business Director of Tea Label) to discuss about their first fall/winter collection, so here it goes.

Me: "So, tell me, what is the 'theme' of this fall/winter collection?"

Bryna: "The theme is simply powerful working woman. We took our inspirations from influential women such as Michelle Obama, Oprah Winfrey, and so on. We wanted to create pieces for women who have some style, yet have a power of their own."

Me: "Oh, so 'power woman'?"

Bryna: "Yes!"

Me: "How did you guys come up with this idea?"

Bryna: "We established workinghour(s) in 2010. Before that, we actually thought of doing business in cocktails, but i thought, 'Hmm, why don't we do business in fashion?'. I mean, we know that local fashion is growing rapidly, and the market is 'there', so we thought it would be much easier."

Me: "Why working women?"

Bryna: "Well, because... The five of us, all have worked in a company. Many people think that working apparels mean strict, conventional, boring, and mostly black and white. We think, it doesn't have to be that way. Working apparels can be fun. So we came up with this idea, to bring chic and sophisticated clothes that are appropriate for work, but also can be used after-work. You know, to hang out, and other things."

Me: "How long have you created this business?"

Bryna: "We've actually been doing this for a year. Back then, we sold our items in Mazee, F(X)."

Me: "Is there any innovation that you're going to--or have--create with workinghour(s)?"

Bryna: "For innovation, we offer Batik collection every quarter of the year. It is a collection that consists of items made of Batik fabric, still packaged in a modern and sophisticated design. That way, we can promote Batik to 'younger' people--because we all know that 'Batik' is still associated with 'old'. So we're hoping to change that, too."

From left to right: Arthalia Irawan, Selly Mulyono, Melfin Novi, Bryna Lie, Marline Wiguna

Me: "Wow. Do you have any wish for the future?"

Bryna: "Yes, we have. We hope to bring workinghour(s) to the global market one day--go international. We also hope to bring Indonesia to the world, especially with our Batik collection."

Me: "Thank you, Bryna. And Melfin, when and how did you start this accessory business?"

Melfin: "We established Tea Label in January 2010. We have always loved accessories--"

Bryna Lie as the Marketing Director of workinghour(s) explained about the brand's vision of stylish working woman

Me: "Who doesn't?"

Melfin: "That's it! Accessories are the main supplement of your outfit, of your look. We felt that without accessories, we felt that we're wearing nothing! Accessories are important. Plus, we loved making our own accessories. We still do. We didn't have any basics in design but we love making accessories."

Me: "What materials do you use for the accessories in Tea Label?"

Melfin: "Vary. But mainly we use pearls, chains, cystals, stones, and other quirks which make the pieces feel unique and authentic, and one of a kind."

Me: "What is your hope for the future?"

Melfin: "We want to go international, to make the brand heard not only in Indonesia, but in the international world."

To know more, go to www.workinghours-collection.com and www.tealabel.co