Sarinah takes pride in its position as the leading Indonesian handicraft retailer in the country, having enjoyed success as the go-to shopping destination for tourists in search of heritage products and artisanal goods. As is the case with its textiles collection, Sarinah’s line of handicrafts is characterised by variety, and places an emphasis on difficult to obtain products that embody cultures unique to Indonesia’s many distinct provinces. This includes intricately carved woodwork from Bali, ornate handcrafted wayang shadow puppets from Java and handmade jewellery using local traditions as well as natural materials. By boasting a large selection of local handicraft products that are indigenous to several regions of Indonesia, Sarinah is thus poised to excel in its role to promote indigenous products to international consumers hence delivering on its name of becoming “The Window of Indonesia”.
With Indonesia experiencing a rise in the number of tourists and stronger emphasis to bolster the tourism and creative industry by the current government, Sarinah is looking to partake in this growth story. As such, Sarinah continues to work closely with over 500 small and medium enterprises (SMEs) from across Indonesia who have played an integral role in upholding consistent high-quality standards of the Indonesian handicraft retailer’s product range. Through a partnership with Sarinah, SMEs have the opportunity to take advantage of the modern retailer’s far-reaching distribution network coupled with the retailer’s strategic retail market position. This, therefore, translates into numerous business opportunities for SMEs while at the same time demonstrating Sarinah’s upper-hand as a dependable Indonesian handicraft retailer.
To expand upon its forté in handicrafts, Sarinah is eager to diversify its array of souvenir products in order to provide a wider option for keepsakes to tourists. With the aim of becoming an iconic Indonesian handicraft retailer, Sarinah will implement long-term strategies that will seek to engage as well as inform visitors about Indonesia’s rich cultural diversity. In an effort to better engage with its consumers, Sarinah will embrace a storytelling concept at its Thamrin department store particularly for the 4th and 5th floors that will provide general information regarding the history and origins of the country’s most beloved craft such as wayang, batik, silver, and visual art. By emphasising on the aesthetic element of locally-produced handicrafts, customers will thus be exposed to a shopping environment that is comfortable and easy on the eyes. In looking to embody the role of Indonesian handicraft retailer, Sarinah understands the measures that are required to allow customers to be immersed in a shopping experience that is decorated in rich history and cultural diversity hence will continue to carry out programmes that will realise the aforementioned goals.