Heaptalk, Jakarta — Jewellery and sleepwear are segmented businesses but contain tremendous opportunities as the business players in this area remain diminutive and are still unable to meet the market needs. Although the sleepwear business is still uncommon in Indonesia, this industry becomes more attractive as the shift of trend to look stylish even before sleeping continues to increase. Seizing this opportunity, a local brand, Asmara Sandhya, launched a new collection to present a fresh style in modern sleepwear and jewelry.
The owner of Asmara Sandhya, Hardini Dyah Astuti, stated, “Today, we have around 50 collections, which consist of pajamas, nightgowns, robes, shorts, and more. I hope, through this sleepwear, people can find their true color inside.”
As a background history, Hardini explained that she loves to wear comfortable sleepwear. In her perspective, wearing good sleepwear is one of her ways to love herself. However, she finds difficulties in finding sleepwear that is appropriate to her character, namely sexy but elegant. She perceived that most of the sleepwear she finds is too sexy or too short.
“For this reason, I create collections that look elegant but still comfortable and emphasize the curve of our body,” stated Hardini on Wednesday (03/06).
Adopting ‘Finding me inside’ as the theme, Hardini employed monochrome colour and mute colour, such as white, black, and grey to make a beautiful elegant impression. Moreover, the designer also combines silk, chiffon, and lace in the new collection to create classic, elegant look.
“We can see that the gown is not too short, so this sleepwear also can be used as a party dress or as a beach outfit,” added Hardini.
Launching this collection, Hardini also invites women to love themselves, be independent and be brave in expressing their true colors without worrying about what people think. She believes that women have great potential and has a right to explore more to develop their skill and enhance their capacity in more than one industry.
“At first, as a dentist, I was worried about what other people say about me. I was afraid that my client would doubt my professionalism as a dentist because of my interest in fashion. But, I brace myself and launched this collection, this is why I adopt find me inside as the theme,” stated Hardini.
