SydStart Speaker Spotlight: Diajeng Lestari

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Stylish Muslim wear with combined contemporary and traditional designs became available to people across the globe when Diajeng Lestari founded, the world's first Muslim e-commerce fashion website. Since 2011, has doubled sales each year and secured its spot as the largest Muslim e-commerce website in Indonesia.

HijUp sells apparel specifically created for Muslim women, including clothing, accessories, and more. Under Diajeng's leadership, the brand has become a harbinger for both fashion and e-commerce in Indonesia, with customers coming from Malaysia, Singapore, Brunei, Australia, USA, UK, and the Middle East. At the end of 2014, was awarded by YouTube for reaching 125,000 YouTube subscribers with 20 million views. In addition, was also visited by 1.6 million unique visitors.

Diajeng believes people and value are two important foundations in starting a company. She pays particular attention to building her senior management team and establishing company culture. For Diajeng, it is crucial for her to hire people who are skilled and passionate because an entrepreneur must know how to properly delegate work to be successful. Value in her company is reflected through three key words: trusted, helpful, empowering. These are her team's guidelines when providing services to their customers.

Diajeng completed a Bachelor's Degree in Social and Political Science at the University of Indonesia. Prior to starting her own business, she worked as a Consultant in GTZ, a German government agency that cooperated with Indonesia in the field of public service. She also worked as a Research Executive in Indonesia's leading research company, MARS Indonesia. There, she learned about building and positioning a brand, consumer behavior, and marketing. These professional experiences prepared her in launching one of the most notable e-commerce platforms in Indonesia.

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