Indonesia
Kids Fashion Designer Cheryl Chandra
She already knows what she wants to be at our age, Superkids. An excellent drawer and had passion at fashion, Cheryl Chandra is well aware that designing is her world. But why she only make clothes for kids?
Cheryl Kids Fashion is one of the hot topic about kids clothing brand today. The customers come from everywhere, even abroad. To Superkids Indonesia who exclusively meets at Cheryl Kids Fashion in Wisata Bukit Mas II Surabaya, Cheryl Chandra shared her love, passion and dedication to the world of kids fashion.
Hai, Miss Cheryl. Thank you for sparing your time to chat.
It’s my pleasure. Please.
Where did this all come from?
Hard work and persistence. After Mid School, i didn’t go to High School. I skipped it to D3 Design at Arva School of Fashion Surabaya. I was only 13 back then, barely a teenager. But i couldn’t wait until finishing High School to focus on fashion. It was too long.
Many special treatment as the smallest student?
Quite the opposite, i became bully target, hehehe. They didn’t take me seriously. I was underestimated. And that’s only because i was a teenager while my friends are adults. I was the youngest 2005 alumnus, at 15.
All that while you must have won many designing events?
Now, that’s the thing. I never won any contest because i never get a chance to be in one. I always got rejected because i was a minor. The minimum requirement was 17 years old, have an ID and stuffs. So during my time in designing school, i never participated. I’m still 15 years old.
Since when did you start taking designing order?
Right after graduated Arva. Met with prospective buyer, fitting, price negotiation and stuffs. i always had mom to accompany me. It was dealing with adult women, so i got cold feet. There was one time a buyer made a bargain to Rp 500.000, and i just said yes because i was too afraid to refuse, hahaha.
What’s the price of your creation now?
Around Rp 9 million a piece. It’s all set and ready to wear. For custom designs and special requests, the price can go up to Rp 13 million.
Just where are the customers from?
Jakarta, Surabaya, Palembang, Samarinda, Manado and more. From abroad is to Arab, America and Europe. I take at least 10 e-mail orders a day. Most people know my design from Instagram. In fact, there’s a girl in Jakarta who collects up to 60 pieces of my designs. She started to wear Cheryl Kids Fashion three years ago at six years old. When i was taking a fair in Jakarta, she took one line of my clothes.
Do you have any celebrity kids as customers?
Nia Ramadhani (soap opera star, wife of billionaire Adrie Bakrie). That’s a ready to ship order for her daughter (pointing out a cute neatly package box in the corner). She also knows my design from Instagram.
How do you keep customers satisfied?
I always put customers first. I always meet face to face with potential customers to discuss what kind of design they want for the kid. I also need to talk with the kid to learn about the character. It’s my job to give customers a good dress that fit what they want and style. And there’s also material testing process. I saw them sample of fabrics, lace and tile to use. For example, why use the expensive Italian tile? Try touching it, so soft and not itchy. The quality control is very tight and i personally do that. The result? Most costumers return.
Was there the time when you make clothes for teenagers and adults too?
Never. I am consistent from the start to only work on kids clothing. For girls its 0-14 years old and for boys 0-6 years old. I have rejected many requests to make similar clothing with the kids or a set of party dresses for family. Sorry, i just want to make clothes for kids.
Why kids?
I love kids. Many people think fashion for kids is not important. Kids don’t need to understand about fashion because they are still very young. Big mistake! Teaching kids to dress well will hone their taste to fashion. For me, quality fashion is not just for adult, but for kids as well.
Where do you get the idea for fashion design?
To be honest, what has always been my inspiration in designing are all children everywhere. They are the secret behind every creative idea sincere, pure and original, like their characters.
What is your greatest achievement so far?
My greatest achievement is not measured by how many collections sold. But more when i saw Cheryl Kids Fashion became an integral part of the children, as they experience every important moment wearing my fashion design. That means, i’ve taken part in the course of their live. For me it was very valuable and irreplaceable.
What do you want to say for those who once doubted you, Miss Cheryl?
I want to respond their hesitation by showing my existence in kids fashion world today. This rising success can be seen as evidence for them that i can do it, despite my far younger age. Many people need high degree for success. I’d say success is not from academic title. It’s more to someone’s capability to show what he or she can do at his/her field of work
BIOFACT
Name: Florence Cheryl Chandra
Born: Surabaya, March 23rd 1990
Parents: Soewito Chandra and Annie Chandra
Siblings: Jennifer Chandra and Michelle Chandra
Profession: Fashion designer, owner of Cheryl Kids Fashion
Idol: Biyan and Sebastian Gunawan
Fashion Shows
2005: Graduation Fashion Show
2008: Arva’s Annual Fashion Show
2010: Re-launching Fashion Show
2010: Ciputra World Surabaya “Mommy and Me” Fashion Show
2010: Dian Palace Fashion Show Surabaya
2010: Surabaya Fahion Parade at Tunjungan Plaza
2010: Arva’s Annual Fashion Show
2013: De Soematra 1910 “Enchanted Blossoms” S/S 2014
2013: Kasablanka City Fashion Show, Jakarta
2014: Kids Wedding Exhibition at Shangril-La Hotel, Surabaya
2014: Sparkle Fashion Exhibition S/S 2015 at Sheraton Surabaya Hotel and Towers
Rewards:
Silver Medals: Shankars International Children Competition at New Delhi, India (2005)
Achievement form The International Museum of Children’s Art at Ohio, Norway (2004)
Achievement from UNESCO or the United Nations Educational, Scientific and Cultural Organization (2004)
Guest Speaker “Young Entrepreneur” and Fashion Jury at Ciputra University (2010)
TV Show “Make it Happens with John Robert Powers” at News One TV, Jakarta
The Best Female Appearance 2013 Male by John Robert Powers, Surabaya
HAFIDA INDRAWATI
PHOTOS: BABY AXIOO (FENSOONG)
