Meet Anita Rusli, truly a gem in the world of gems who is going beyond the traditional way of running a business. She creates one-of-a-kind statement accessories. Through their production in Yogyakarta, their focus to encouraging women in need and stay-home mums to pursue financial independence even though it is conventional for women in Indonesia to prioritise motherhood instead is exemplary. She shares with us more about behind the scenes of how she creates her beautiful pieces and navigate as a small business owner.
How did you come up with the idea for ENVET?
ENVET was born in 2016 out of a school project that I have done in Lasalle College of the Arts Singapore. I had a lot of trial and error in the beginning and clueless when it comes to starting a business. Through many experiences and rejections, beyond my wildest imagination, what was then a school project grew into a brand that resonated with people around the world.
Did you start the venture alone?
Yes, I ventured Envet on my own. It always has been a dream of mine to own a business and able to develop it into something and perhaps with a little bit of hope, to help others eventually.
What was the hardest part in the early stages of the company’s growth?
We are still at the very early stages of the company’s growth, although I started in 2016, only two years after I decided to venture it fully. Entering into our second year now, I would say the two hardest part of company’s growth is stability and sustaining the business. It is always an ongoing thought to think what works and what doesn’t in terms of business strategies and the effect of it in the long run.
Do you think luck played a role in the success of ENVET?
I think it was not luck, but a lot of effort and authenticity that played a significant role to have Envet where it is now.
How has the jewellery industry changed in the last year?
It is interesting to see how the jewellery has changed ever since I started Envet in 2016. We were the minimalist back then, a lot of silver as well, and simple jewellery. However, now it seems to have evolved to be more colourful, more bold, and more statement! Which I love 🙂
What advice would you give to a jewellery company just starting their business online?
I have always admired people who want to start their business, any business. Starting a business is a rollercoaster journey, but also a path to self-discovery. To anyone who is thinking of starting their business online, is to stop thinking and take the risk. In the middle of the journey, you will fail, and then you will succeed. You will fail again, and you will succeed still, do not take it personally, it’s just business.
If you are a minimalist modern individual you will adore her pieces so head over to her page to grab a few!