OE at Australia Awards - Exploring New Opportunities in Australia

What does it take for an Indonesian fashion brand to find its place in an international market? 

For Oemah Etnik (OE), it takes more than introducing beautiful products. It means understanding new customers, adapting to different lifestyles, meeting international standards, and communicating the value of Indonesian craftsmanship beyond its home market.

This opportunity came through the Australia Awards Short Course on Women MSME Export Opportunities under the Indonesia-Australia Comprehensive Economic Partnership Agreement (IA-CEPA), offered by the Australian Government and delivered by Curtin University.

Our representative joined more than 20 Indonesian women entrepreneurs for two weeks in Western Australia, exploring international trade, consumer behaviour, business partnerships, and opportunities for Indonesian brands in Australia.

For OE, the experience offered a chance to benchmark our products against international expectations, understand a new market, and consider how our craftsmanship and business values can create opportunities beyond Indonesia.

Understanding the Australian Fashion Market

One of our biggest takeaways was that understanding a market means looking beyond its economic potential. We need to understand how people live, what they value, and how these influence their purchasing decisions.

During our market visits and conversations, we observed several opportunities relevant to OE.

1. Comfort and versatility

Australia's four-season climate creates different clothing needs throughout the year. We noticed an appreciation for relaxed styling, versatile proportions, and comfortable silhouettes suited to everyday activities.

This connects with OE's existing collections, particularly our lightweight rayon pieces, breathable materials, relaxed silhouettes, and versatile separates. These offer a starting point for exploring how our designs could fit into Australian wardrobes.

2. Natural materials and thoughtful design

Our discussions with industry practitioners highlighted the appreciation for natural materials, distinctive designs, and products with a clear point of difference.

For OE, this connects directly to our Indonesian textiles, handcrafted details, and collaborations with local makers. The textures, patterns, and techniques behind our products are part of what makes each piece distinctive.

The opportunity is to communicate these qualities in ways that resonate with a different audience.

3. Product quality and brand credibility

A compelling brand story needs to be supported by a product that delivers. Craftsmanship and ethical values matter, but so do consistent quality, clear product information, and a reliable customer experience.

For OE, this means communicating not only where our products come from, but also how they are made, the materials involved, and the people behind them.

Indonesian Craftsmanship: Finding Relevance Beyond Heritage

OE has always explored ways to bring Indonesian craftsmanship into contemporary wardrobes. Our collections combine local textiles, traditional techniques, and modern silhouettes to create pieces that can be worn beyond special occasions.

The programme reinforced the importance of communicating what makes our products different. For OE, heritage opens the conversation, but product relevance, quality, and customer trust help sustain it.

This also means being transparent about handcrafted processes, including the natural variations found in handmade textiles, so customers can better understand and appreciate each piece.

Collaboration: Growing Beyond What We Can Do Alone

Another important lesson was the value of collaboration in international business. The right partnerships can help businesses access local networks, understand customer preferences, and navigate unfamiliar markets.

For OE, collaboration has always been part of our relationship with Indonesian artisans and textile makers. As we explore opportunities in Australia, we see potential to extend this approach through relationships with local retailers, creative communities, and industry partners.

The goal is not simply to find someone who can sell our products, but to build relationships with partners who understand our brand and appreciate the craftsmanship behind our collections.

Looking Beyond Business Growth

Beyond market opportunities, our time in Australia also encouraged us to reflect on the relationship between business, people, and the environment.

We were inspired by the accessibility of public spaces, the connection with nature, and the way communities of different generations engage with their surroundings.

It reminded us that progress should not be measured by economic growth alone, but also by the quality of life it supports.

This perspective resonates with OE's commitment to preserving craftsmanship, supporting local makers, and making thoughtful product decisions.

For us, building a meaningful fashion business means considering not only the value we create today, but also the people, skills, and communities that shape its future.

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