Rima Djiwantari on Fashion Entrepreneurship and the Modern Woman
The boss lady tells us about the inspiration behind her Indonesian fashion brand.
Born in Serang, Indonesia, Rima Djiwantari fell in love with fashion at a young age. But after studying Public Relations and Tourism at university, she started building careers in hospitality and technology marketing. But a family move to Hong Kong in 2010 reignited her passion for fashion, and she began making one-of-a-kind clothing for herself. With positive feedback on her designs and the encouragement of her friends and family, Rima was encouraged to create her own brand and Djiwa Atelier was born.
Inspired by her surname, which means soul, Djiwa Atelier produces unique designs made from the heart with handpicked materials. From the start, Rima’s intention was to create fashion that helps the wearer express their humanity. We speak to the designer about entrepreneur life and what female empowerment means to her.
Have you always wanted to be an entrepreneur?
I’d dreamed of becoming a fashion designer since I was little. My life is about fashion experiences—I’ve always followed what happens in the fashion industry. I’ve also always admired women who succeed in their careers or have become successful, independent businesswomen.
That’s what inspired me to become an entrepreneur. But, pursuing the life of an entrepreneur is very challenging. You need to be hard-working, social, persistent, smart, creative, willing to take risks, and extremely good at managing relationships.
What defines a modern woman in 2021?
Being a woman is a gift, but it also means never giving up and always fighting for what you want. A modern woman doesn’t judge and encourages individuality. She knows that being fearless means putting her fears aside to reach her dreams, and uniting with other women to help each other. Overall, a modern woman in 2021 is independent, passionate, confident, fearless—she’s a real life superwoman!
“If you find acceptance and happiness in yourself, you will no longer need to seek it in other places, things, and people.”
What sets your brand apart from other fashion brands?
Each Djiwa Atelier design is unique and made from the heart. They’re vibrant, bold, and give off an air of fun, sexiness, and confidence. We’ve created truly special designs which use ruffles, layers, and our heritage batik fabric—Tenun ikat and Songket—which perfectly capture the spirit of Indonesia. All materials are carefully selected and each design is created as a limited edition to guarantee that your purchase will always be unique.
What does your self-care routine look like?
Self-care is all about the everyday habits that help you take care of and nurture your health and wellbeing. This means really listening to your body, taking a moment to check in with yourself, intentionally tuning into your thoughts, and challenging your behavior and beliefs if things feel out of alignment in your life.
What does female empowerment look like to you?
For me, women’s empowerment is the process through which women acquire the ability to make strategic life choices based on three interrelated elements—resources, agency, and allocations. This means having and creating the ability to define one’s goals and act upon them to create a range of achievements, ranging from improved wellbeing to equal representation.
What's the one thing you'd recommend to all women for a quick confidence boost?
Accept yourself just as you are. If you find acceptance and happiness in yourself, you will no longer need to seek it in other places, things, and people. And don’t forget to smile and breathe!
What are your favourite female-owned brands at the moment?
I love Johanna Ortiz’s distinctive silhouettes, extravagantly ruffled skirts and dresses, chick prints, and sense of joy. The feminine flounces come with a strength thanks to complex construction. I also admire Alexa Chung and Aimee Song’s Song of Style.
Who's your Chika?
My mother is my role model. She always showed love to her children and taught us that women should be loved, cared for, and treated with respect. She taught me many valuable lessons and her influence has been far-reaching, both personally and professionally. From her, I also learned the value of a good education and the importance of having a strong work ethic.
She’s always been the ultimate family woman—kind-hearted, loving, and inspiring a focus on family. There was never a problem too big for her to solve, no day too long to offer time and patience to her children.
Djiwa Atelier is available at @WHITE, 24-26 Aberdeen Street, Central
