As the world’s largest island country with over 17,000 islands and 270 million people, Indonesia is an ethnically diverse country, with around 1,300 distinct native ethnic groups. Indonesia has 8 UNESCO World Heritage Sites, both cultural and natural, ranging from temples and early settlements to National Parks and rainforests. This is what Jelita Indonesia is trying to capture; the vast cultural heritage of the country and its diversity. To keep the legacy alive.

Indonesia’s size, tropical climate, and archipelagic geography make it among the 17 megadiverse countries in the world. For centuries, flowers have been used to communicate feelings and messages; to convey unspoken words. Romansa Khatulistiwa is a collection of love stories inspired by the abundance of biodiversity in Indonesia. This collection is a tribute to the gift of mother nature.

Muslim forays into Europe began shortly after the inception of Islam. Soon after the death of the prophet Muhammad in AD 632, the Muslim world expanded westwards, and within less than a century encompassed sizeable parts of what today is considered Europe. Through this collection, we want to honour the Islamic heritage and its significance in European history.

The ancient trade routes of the Silk Roads have unarguably shaped our ways of life today. The routes were not only traded products, but also helped the exchange of ideas, cultures, inventions, and religions across the world, including the expansion of Islam in the 7th century. Muslim people played a major role in the Silk Road where its interactions stretched out to the North and South routes, and even to South-eastern regions of Asia. Our new collection of Silk Roads is a dedication to this long historic journey of Islam that arrived in Indonesia that shaped our diverse culture.