Some time ago in 2019, I had the opportunity to sit down together with the founder of TAM ILLI, Natasha Jasmin Aprilia, who shared her thoughts about her brand collaboration with one of the multi-label concept store in Indonesia, called ARA. It was an honor to have a conversation with Jasmin, a woman who admired for her inspiring experience in building her brand.
TAM ILLI is an accessory brand that has caught my attention since their very first debut. This brand has been established in 2013 by the interest of the owner towards handcrafting. TAM ILLI was born to introduce the construction of beads and straps as a contemporary perspective to the Indonesian fashion industry. Jasmin makes TAM ILLI a brand that can appreciate nature's raw beauty by implementing it into their product details.
In July 2019, TAM ILLI decided to collaborate with ARA. Together they create a special collection of 'TAM ILLI for ARA' with a different design than usual. "TAM ILLI for ARA' products only available to be purchase through the official website of ARA and offline at the ARA store itself. Jasmin considers that collaborations are fun and challenging. The idea to create a special collection originally came from ARA, which happened to be in line with TAM ILLI's desire to explore and make additions to the bag collection. For this project, TAM ILLI tried to explore different forms and materials and the diverse composition of flowers. The added details make the collection feels more exclusive and personal.
Why there must be a launch event?
Launching an event is a first and new venture for the brand. This event becomes a way to meet and understand their customers better. Jasmin also wants to introduce TAM ILLI not only as a 'brand' but also as a personality. The initial idea of "Tam illi for ARA" installation started from correlating TAM ILLI as a flower and ARA as a garden. To set up the installation, the brand collaborated with many talented partners such as Liko Sukhoy (visual brand designer) and Fjorimarri (Florist).
Through the discussion that I had with Jasmin (TAM ILLI owner), establishing a brand was not merely making products and directly sells to the customers. Some approaches must be created to have a better understanding of the needs and wants of consumers. Doing different things will open new opportunities to increase brand awareness and attract new potential customers. From TAM ILLI's owner's perspective, Indonesian people have a good appreciation towards local brands and we are going through a wonderful development. That is why this is the right time to start our own business.
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