Tama Florentina on guiding the journey of MOIRE Rugs

Tama Florentina shares the story of how Moire Rugs originated, what makes it distinctive and being captain of her firm with Status

Founder and CEO of Hesitada Group, Tama Florentina, maintain a Grasp’s Diploma in Arts Administration from Auckland College of Expertise, and at one level even frolicked working for the Auckland Metropolis Council. These days definitely appear far off from what she is doing now at Moire Rugs; however ardour at all times finds its personal approach. Tama finally made her approach again to her hometown and found a option to match her ardour for dwelling and residing to the rising marketplace for this artform. The remaining, because the saying goes, is historical past.

At the moment, Moire Rugs gives a one-stop resolution for carpets, from pre-production, design, manufacturing and retailing. There are a lot of related companies, however there’s just one that produces luxurious carpets like Moire Rugs. We sat down with the womenpreneur to speak about this enterprise.

Now that we’re coming into the second half of 2022, how’s the yr treating you to this point?

We ended 2021 with a bang – with the Ground Fairy Tales Vol. 2 exhibit, to be precise. So, proper after that, 2022 seems like a recent and hopeful begin. It’s been productive to this point; we’re ticking off initiatives in our timeline and the temper is upbeat, thrilling and constructive!

If we will return a bit, inform us the way you first discovered your ardour for the residing and inside enterprise?

I believe it’s a pure development for me personally. All of us like to be surrounded by a comforting surroundings, and I believe the quiet nature of Auckland contributed to that. I’m additionally fairly introverted and I like to remain in. All that simply provides as much as my concepts of making cozy, homey, peaceable and effectively thought-out stay/work scenario.

What are your foremost roles at Moire Rugs?

Because the founder and CEO, my position revolves round team-leading, decision-making and overseeing day by day operations, together with finance and budgeting, mission timelines, shopper expectations and deliverables.

What motivates you as a enterprise proprietor?

Over time, I discovered that Moire is extra about being my work household, along with the best way it’s a inventive outlet and, after all, an income-generating enterprise. We’re at present a staff of fifty folks, and having them as part of my duty is a giant motivation to be a greater captain of the ship.

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What have been the highs and lows of your expertise as a womenpreneur?

On high of regular enterprise struggles, we womenpreneurs undoubtedly have our work minimize out for us, particularly throughout being pregnant and motherhood – which is principally most, if not all, the time for me. However the highs are rewarding, and seeing the place Moire is has been a blessed expertise to this point.

What does your regular working day appear to be?

My regular day is a mix of labor from morning to late afternoon, adopted with household time after. I attempt to squeeze in a little bit of me-time right here and there, too, however general, it’s fairly commonplace.

Along with your busy schedule, juggling between motherhood and work, how do you de-stress?

I escape the best way everybody escapes: by Netflix! I like discovering quiet time and simply get pleasure from myself within the tales.

Why did you select to concentrate on rugs as a substitute of every other dwelling residing object?

It’s actually a matter of non-public want on the time. I used to be within the midst of finishing my own residence again then and was on the lookout for a carpet that mirrored my private style as a house owner. I used to be additionally on the lookout for particular textures, one thing apart from fur or different typical materials. That’s principally how it began.

The place did the idea for Moire Rugs come from?

After I discovered the piece that I used to be on the lookout for on the time, I started cooking extra concepts for a way I would like Moire to be. The important thing philosophies are: high-end, unique, private and customised.

How will Moire Rugs’s technique change within the upcoming years?

Our enterprise method has primarily remained the identical. We’re not large on hard-selling however reasonably inventive explorations by collaborative initiatives. I’ll say, although, that we are going to be heading in the direction of extra digitally-focused efforts as we transfer ahead.

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Costume and skirt Givenchy

What challenges and alternatives do you see for Moire Rugs proper now?

There are nonetheless so many hidden potentials within the untapped markets of Indonesia alone. So, the alternatives are there, however the challenges lie in how we’re in a position to preserve high quality consistency and product improvements – particularly for the A+ or luxurious calls for.

What are among the greatest developments within the residing business proper now?

The factor with Moire is we’re very customer-centric. So, as a substitute of sure developments, we’re seeing and inspiring householders to look inward and discover one thing of their preferences. We have now choices with colors, and earth tones stay highly regarded. However finally, all of it goes again to the shoppers and the way they wish to form their houses.

They are saying that an individual’s selection of furnishings typically displays components of their character. What about rugs? What does an individual’s choice inform you about his or her character?

That’s so true. Rugs have at all times been thought to be a complementary piece as a substitute of the principle focus in a room. However that doesn’t at all times should be the case and householders can categorical their character by carpet decisions. I at all times suggest to go together with the piece that feels personally proper to them; whether or not it’s daring, muted, dramatic or mysterious. Let it’s a canvas of your personal storytelling.

“I at all times suggest to go together with the piece that feels personally proper to them; whether or not it’s daring, muted, dramatic or mysterious. Let it’s a canvas of your personal storytelling”

While you collaborate with designers or artists, what’s it that you simply search for? Conversely, how do you persuade creators from totally different fields to collaborate with you and your model?

We have now had two main designer collaborations to this point and each have been totally different every time. It actually is dependent upon the course of our enterprise and creativity on the time. For instance, our first Ground Fairy Story exhibition was held after we had simply emerged into the house and residing scene. Since we needed to concentrate on branding, we teamed up with powerhouses and massive names.

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For the second time round, we have been difficult ourselves with totally different carpet methods. We needed to point out the distinctive improvements and the way far rugs creation have come. That’s why our chosen designers have been conceptors and artists with forward-thinking mindsets and out-of-the field concepts.

Apart from collaborations, what strategies do you employ to advertise Moire Rugs?

At the moment, we’re establishing a media presence by PR methods. We’re specializing in digital and social media advertising and marketing as effectively. Extra importantly, we’re prioritizing buyer care to keep up loyalty for enterprise sustainability.

How would you characterize Moire Rug’s success to this point?

That is Moire’s third yr and, to this point, we’re on observe with enterprise positioning. We’re but to realize whole success, as a result of the highway forward on market growth is unquestionably nonetheless lengthy…

What are the, say, three foremost pillars that you simply utilized in Moire Rugs?

Carry coronary heart, invent prospects and anticipate one of the best.

Costume and belt Lanvin

If you happen to can clarify Moire Rugs in a single phrase or sentence, what would it not be?

Bespoke. Extra than simply custom-made or tailor-made to suit, we’re actually zooming in on high quality, private values and distinctive outcomes.

Will there be any collaboration from Moire Rugs and different inside designers this yr?

Sure! We’re teaming up with an inside designer in September this yr, so please keep tuned.

What are your plans to introduce Moire Rugs internationally?

That’s a giant dream for us – to increase internationally. And never simply when it comes to commerce however turning into a model title in our personal proper. So, that’s a long-term objective. However within the meantime and close to future, I can safely say that Moire goes to be devoted to the native and regional markets.

Personally talking, are there any milestones or achievements you hope to sort out quickly?

Digital development and enterprise sustainability.

Photographer Joe Sabarto

Stylist Bagoes Abyoso


Jl. Ahmad Dahlan No.22, Jakarta

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