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Catharina Widjaja opened her presentation by sharing her life journey. Coming from a background in engineering and science, she admitted that she never imagined stepping into the world of business and retail design. However, for her, life is about continuously facing challenges.

“Life is about challenge. We must always be willing to move forward. What we learn in college is not the end, but rather the beginning of a journey that can grow much further,” she expressed.

With that principle, in 2007, Catharina founded Alun-Alun Indonesia, a modern retail outlet that offers a one-stop shopping experience, showcasing local products with a touch of art and culture. She conveyed that Alun-Alun Indonesia was created to increase appreciation, love, and pride for the finest local products crafted by Indonesian people.

Catharina emphasized the importance of understanding market trends as the first step in building a sustainable business. According to her, an effective marketing strategy should not only aim at boosting sales but also empower the business ecosystem, especially local artisans.

“Reading market trends allows us to remain relevant. With the right marketing strategy, local products can become more recognized, competitive, and accepted in broader markets,” she explained.

As a retail brand that promotes local products, Alun-Alun Indonesia focuses not only on business but also on sustainability. Support for the Sustainable Development Goals (SDGs) is one of its core values, particularly in encouraging environmentally friendly and responsible production.

“To support the SDGs, our artisans innovate by creating eco-friendly products, such as batik wrapping paper made from used cement sacks, woven bags from toothpaste packaging, and drinking glasses made from discarded door frames,” she said.

For Catharina, there are four key factors to success and sustainability for local artisans: innovation, market trend awareness, digital technology, and creative design. Joining creative communities, building relationships with fellow industry players, and attending exhibitions and bazaars are some of the ways artisans can continue to grow in the creative industry.

In closing, she advised students not to close themselves off to foreign products. According to her, international products should not be seen as threats, but rather as sources of inspiration for new innovations.

“There’s nothing wrong with foreign products. We can learn from them. In fact, it’s great if we can combine local and global elements so we can compete in a wider market,” she concluded.

Reporter: Indira Akmalia Hendri (Urban and Regional Planning, 2021)

Translator: Yafi Amri (Meteorology, 2021)