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Yogyakarta’s Amazara Shoes back in business
Yogyakarta-based shoe brand Amazara, established in 2015, returned to operations in early March after previously closing from August 2019 to February 2020.
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lthough businesses are experiencing a downturn in these uncertain times, some micro, small and medium enterprises (MSMEs) are looking for ways to remain in business, with one company making a comeback after closing temporarily.
Yogyakarta-based shoe brand Amazara, established in 2015, returned to operations in early March after previously closing from August 2019 to February 2020. Offering women’s casual shoes at prices ranging from Rp 145,000 (US$ 10.14) to Rp 349,000, Amazara is popular among students and young women especially in Yogyakarta and its surrounding areas, with its products among the best-selling items on various e-commerce platforms including Tokopedia and Shopee.
Uma Hapsari, founder of Amazara said in a statement that she realized business was currently slow, but she believed that small and medium fashion enterprises that were able to adapt to change – like Amazara – would be able to survive the COVID-19 pandemic.
“Now, we release shoes that are classic in style but still look chic and can be worn for different occasions,” Uma said, explaining one of the company’s business strategies, adding that Amazara shoes were comfortable and affordable.
As for Amazara’s recent resurrection, Uma – who has been invited to be a speaker at many MSME-related events – has shared her experience of enjoying initial success, falling into bankruptcy and returning to business once again through different platforms such as by publishing a book and online video content.
