The Success Story of Azzahra Premium in the Muslim Fashion Business
Mr. Rachmat is a businessman in Indonesia’s Muslim fashion industry.
He has built and developed his business into a well-known Muslim fashion brand, Azzahra Premium.
Despite the rapid growth of the Muslim fashion industry, Mr. Rachmat has faced various challenges, such as intense competition and constantly changing trends.
However, with his passion and creativity, he has been able to identify opportunities and take full advantage of them.
In establishing Azzahra Premium, Mr. Rachmat became one of the many partners of Laysander who have achieved success in the digital textile printing business.
The Early Journey of Azzahra Premium
Before entering the Muslim fashion industry, Mr. Rachmat worked as a pharmaceutical distributor for nine years.
At that time, his wife decided to resign from her job to focus on managing the household.
They then started a small online business selling Muslim fashion.
At first, his wife relied on Mr. Rachmat’s office phone to handle sales.
Surprisingly, their online business received a positive response and attracted many customers.
By 2016-2017, their online store was generating an income of IDR 15 million per month, surpassing the average office worker’s salary.
Due to frequent job transfers in his pharmaceutical career, Mr. Rachmat decided to resign and fully focus on growing the Muslim fashion business with his wife.
They established their own brand, Azzahra Premium, making their products exclusive and unique.
Having their own brand allowed them creative freedom to design their own products rather than relying on suppliers with limited choices.
They had basic knowledge of fashion sales and raw materials, which helped them set up the business.
They started with an initial capital of approximately IDR 20 million, which was allocated to setting up a production facility.
They searched for an affordable garment workshop within a rental budget of under IDR 10 million.
They also purchased printing machines, heat presses, fabric bases, and other production equipment on a minimal budget.
Mr. Rachmat and his wife handled everything themselves, from designing to production, often working late into the night.
They hired only two tailors and used three sewing machines, starting from a small-scale operation.
Product Development Strategy
In its early days, Azzahra Premium only produced plain Muslim fashion items without motifs, as they received blank products directly from the factory.
However, as fashion trends evolved, demand for patterned designs increased.
Recognizing this market opportunity, Azzahra Premium adopted sublimation printing technology, allowing them to print custom motifs and designs.
Over the past four to five years, this printing technology has enabled Azzahra Premium to explore various popular patterns and designs.
For example, in some months, they created large floral motifs, while in others, they switched to stem floral patterns.
With the increasing competition, innovation became crucial for staying ahead.
Azzahra Premium continuously adapts to market trends and ensures high product quality.
They use premium raw materials and high-resolution prints that are durable and visually sharp.
This commitment to quality ensures that customers receive top-notch products while also keeping up with the latest fashion trends.
Overcoming Crisis with Creativity
The COVID-19 pandemic posed a significant challenge for Azzahra Premium.
With lockdowns in place, production had to be halted, and orders plummeted.
In the first month of the lockdown, business operations completely stopped.
Instead of worrying about their own financial survival, Mr. Rachmat and his wife were more concerned about their employees.
Most of their employees were paid on a project basis, meaning they earned only when they worked.
During the pandemic, the fashion industry saw a sharp decline.
According to Business of Fashion, the industry experienced a 34% drop in sales, causing profits to decline by 90%.
Amidst the crisis, Azzahra Premium found a new business opportunity.
With a shortage of fabric masks and soaring demand, they decided to pivot to mask production.
After creating some sample masks, they received an overwhelming market response.
At peak production, they could manufacture up to 750 masks per day, and even thousands when collaborating with other garment workshops.
While other companies sold masks at high prices, Azzahra Premium offered them at affordable rates (IDR 6,000–7,000 per piece).
Their goal was not just profit but to help the community by providing essential products during a difficult time.
This business pivot not only kept the company afloat but also ensured their employees continued to earn a living.
Expansion and Collaboration for Growth
To expand their business, Azzahra Premium adopted a partnership model, even aiming for international markets.
This partnership model allowed larger-scale production and wider customer reach.
One of their key collaborations was with Laysander, an Indonesian printing machine distributor.
This five-year partnership helped Azzahra Premium scale up production.
Initially, Azzahra Premium outsourced printing to third-party vendors.
However, as demand increased, they invested in their own printing machines.
They purchased the Epson SureColor F-9430H sublimation printer and heat press machines from Laysander.
This investment allowed them to produce high-quality, patterned fabrics on a larger scale.
Conclusion
Starting as a small online business, Mr. Rachmat and his wife successfully entered the Muslim fashion industry.
Through innovation, creativity, and persistence, they navigated challenges, including the COVID-19 crisis.
Hijab has great potential, and the market continues to grow over time.
That’s why, to succeed in selling hijabs online, there are several effective strategies you can apply.
Starting from understanding your target market, using online platforms, implementing smart strategies, and improving SEO and sales content.
Speaking of the hijab business, it’s also important to learn what you need to know before jumping in. So, take a look at the article “Want to Start a Hijab Business? Consider These 8 Things.”
Who knows, it might give you the confidence to grow your hijab business until it’s “independent” enough to have your own printing machine!
We’ll be waiting for you!