When you think of fashion pioneers, who comes to mind? Karl Lagerfeld, Coco Chanel, or maybe Diajeng Lestari? If you haven’t heard about her, it’s time to dive into her fascinating journey. Meet Diajeng Lestari, the dynamic Founder and CEO of HijUP, Indonesia’s largest e-commerce platform for Muslim fashion.
Born on January 17, 1986, in Bekasi, her journey from a political science graduate to a leading entrepreneur is nothing short of inspiring. She graduated from the University of Indonesia with a degree in political science in 2008. Her early career saw her working at GTZ, a German government organization, followed by a stint in marketing research at a commercial company. However, Diajeng had bigger dreams and ambitions that went beyond her initial career path.
The Birth of Diajeng Lestari’s HijUP
After years of working stable nine-to-five jobs, Diajeng felt a strong desire to contribute more to Indonesia. With a keen eye for visual aesthetics and recognizing a significant gap in an untapped market, she seized the opportunity to launch a structured fashion website, HijUP, in 2011. HijUP, which stands for Hijab Up (similar to “makeup” or “dress up”), aims to create outfits suitable for any activities undertaken by modern Muslim women.
The idea for the website was born out of Diajeng’s struggles to find stylish and affordable hijabs. With just two employees and a lot of determination, she set out to create a platform that would cater to the modern Muslim woman.
Overcoming Challenges
When Diajeng first established Hijup.com, one of her biggest challenges came from external skepticism. Offering Hijup.com services to prospective clients often led to sneers, with criticisms ranging from the company name being considered strange to complaints about unattractive photos. Diajeng used this feedback as constructive input to further develop and improve the company.
Diajeng’s journey illustrates that taking risks and stepping out of one’s comfort zone is always challenging at first. However, with hard work and perseverance, these efforts can yield rewarding results.
Mission and Vision
One of Hijup’s values is empowerment. This isn’t just a fashion brand; it’s a movement. Diajeng’s mission is to blend modernity with tradition, offering products that are both trendy and respectful of cultural values. The vision behind the company is to make modest fashion accessible and appealing to a global audience.
Influence on Modest Fashion
Diajeng has transformed the modest fashion landscape. Her influence extends beyond Indonesia, impacting global fashion trends. HijUP’s success story serves as an inspiration for aspiring entrepreneurs and fashion enthusiasts alike.
HijUP’s Impact: Empowering Women and Driving Growth
HijUP has significantly empowered Muslim women by providing a platform to express their fashion sense while adhering to cultural and religious values. Offering a wide range of stylish and affordable hijabs and modest clothing, HijUP has boosted women’s confidence and fashion choices. Additionally, the company collaborates with over 200 local designers, giving them a global stage to showcase their work, thereby helping them grow their brands and reach new markets. This collaboration has supported local talents and contributed to the economic growth of Indonesia by creating job opportunities and inspiring other entrepreneurs to start their ventures.
Moreover, HijUP’s expansion to over 50 countries has put Indonesian modest fashion on the global map, promoting cultural exchange and understanding. Beyond being a fashion platform, the company fosters a sense of community through social media engagement, events, and collaborations, creating a supportive environment for women to share their experiences and inspire each other. Committed to sustainability and ethical fashion, HijUP works with designers who prioritize eco-friendly materials and ethical production practices, contributing to a more sustainable fashion industry.
A Funny Anecdote
Here’s a fun fact: In the early days, Diajeng wore multiple hats—literally! She was the director, the office girl, and everything in between. Imagine the CEO of a major company also making coffee runs!
Empowering Women Through HIJUP
There are five principles every woman should keep in mind, regardless of whether she is looking to enter the tech industry. These principles are encapsulated in the acronym HIJUP: be honest, innovative, proactive (“just do it”), unique, and prayerful. By embracing these values, I hope every woman can strive to make a positive impact on society, leveraging her unique interests and expertise.
Diajeng’s story is a testament to the power of vision, hard work, and a bit of humor. From her humble beginnings to leading a global fashion platform, she continues to inspire many. So, the next time you see a stylish hijab, remember the woman who made it all possible.
