The Success Journey of Setiawati Noor Arifah from Solo to the National Furniture Industry

Since childhood, Setiawati Noor Arifah, known as Ifah, has been involved in the business world. Born into a family of batik traders in Laweyan, Solo, an entrepreneurial spirit seems to run in her blood. From an early age, her father provided her with business experience, starting with batik businesses, selling cakes, and opening a cafe. However, her life's journey ultimately led her to delve deeper into the furniture industry.

From Organizations to a Strategic Role in HIMKI

Her passion for the furniture industry has driven Ifah to become active in various business organizations. Her extensive experience in the furniture and craft industry association has led her to a key role in the Indonesian Furniture and Craft Industry Association (HIMKI). Currently, she serves as the Head of the Supporting Materials Division on the HIMKI Central Executive Board, where her experience and extensive network are key assets in developing this industry.

Ifah is proud of the hard work of the HIMKI management in advancing the furniture sector. During HIMKI's audience with Trade Minister Budi Santoso last week, he expressed his gratitude for HIMKI's commitment to championing local market potential and providing various strategic input and ideas. His presence in this organization is not merely a formality, but a tangible contribution to the development of the Indonesian furniture industry.

Bringing the "Solo Furniture Sale" to Life

As a Solo resident, Ifah saw significant opportunities in the local market. He initiated Furni Bloc, a marketing platform to strengthen the furniture industry ecosystem in Greater Solo. This initiative was born from the "Furniture Sale" event, an exhibition held every six months to showcase export-quality furniture at more affordable prices. This activity is supported by the Central Java Provincial Trade Office (Disperindag).

"In Solo, many people still don't know where to find modern, export-quality furniture. Most of what's available is classic carved furniture, MDF, or imported products. Through the Furniture Sale, we present products from fellow exporters that are rarely found in local furniture stores," said Ifah in an interview with PosSore on Saturday (February 8).

The Furniture Sale concept received an overwhelming response. A single exhibition can generate sales revenue of up to IDR 500 million, even though the event only lasts five days in a mall without extensive promotions. Initially, the Furniture Sale aimed to help businesses in Greater Solo clear out stock piled up in factories so they could be offered directly to consumers at more competitive prices.

However, Ifah didn't stop there. She wanted consumers to continue finding quality products even after the Furniture Sale event ended. This sparked the idea of ​​opening a joint showroom housing products from various Small and Medium Industries (SMEs) in Greater Solo.

The location was chosen for the Sriwedari heritage area in Solo. Covering approximately 1,200 square meters, the previously underutilized building has been transformed into a showroom with 30 tenants. Each tenant showcases its flagship products, from copper crafts from Tumang to artistic glass and coconut wood products.

"The concept remains the same as an exhibition. Each SME displays its best products, so consumers can find quality furniture and crafts in one place," explained the UGM Environmental Biology graduate.

Spreading Its Wings Across Indonesia

With her fresh ideas, Ifah wants to expand this concept to various cities across Indonesia. She believes the demand for modern furniture continues to increase, along with the growth of the housing, guesthouse, hotel, cafe, and restaurant sectors. This shared showroom concept can be a solution for SMEs to reach a wider market.

Furni Bloc also serves as a showcase for products certified with TKDN (Domestic Component Level) to make them more accessible for government procurement. "The market potential is huge; it just depends on how we facilitate the public's access to these superior products," she said enthusiastically.

Setiawati Noor Arifah's dedication to the furniture industry has not only benefited her personally but also stimulated the economy for those in the furniture and craft industry in Indonesia. With her life motto of always fostering relationships, working creatively, and contributing to the industry, Ifah continues to pursue her dream of bringing local furniture products to the national and international stage. (red)