Anugerah Jati Furniture Well Known to Europe

 Jepara is famous for its beautiful furniture. The quality of furniture products made by craftsmen in the Central Java region is not inferior to furniture products from well-known manufacturers.

Indonesia itself is rich in quality wood. Wood raw materials are still abundant around Jepara. Hundreds of timber trucks enter Jepara every day. Wood sellers, the wood is sold, full of logs, even logs from various regions in Indonesia.

This furniture business potential is run by Kunardi with his business brand Anugerah Jati Furniture. From this business, orders from Jakarta began to arrive, mostly young couples who had just bought a house or apartment. They usually hunt for minimalist models and Jepara carved statues.

“The market is still quite big. We work on this segment by creating special product designs, namely vintage, scandinavian, unionjack models. It turns out, satisfying the consumers," he said.

Currently, most buyers order via online, either through websites, social media or international trade portals. Marketing via the internet is done to attract buyers from abroad.

Apart from websites and social media, Anugerah Jati Furniture also uses many business portals, such as Alibaba and Indonetwork, while tradeworld dot com for product promotion. Anugerah Jati Furniture also participated in a craft and furniture exhibition in Jakarta.

As a result, it is much more profitable than only being marketed through ordinary furniture stores in Jepara. The turnover is quite decent every month, depending on the order and the rupiah exchange rate.

The rebranding effort by creating the anugerahjati dot com website bore fruit. The company's positioning is clearer and more credible with the business name Anugerah Jati Furniture.

“Anugerah Jati Furniture is more specific in describing furniture from Java, especially Jepara. The quality has been recognized worldwide, far above cheap Chinese products," he said.

The furniture market that is being built is now wider and now it can employ many craftsmen in Jepara to meet the high demand from within and outside the country.

He is committed to launching new designs every month according to the target market and consumer tastes. This uniqueness increases the selling value of its products. The biggest target market is young couples who have just owned a house or apartment.

Now, buyers do not only come from Jakarta, but also other areas such as Banda Aceh, Medan, Pekanbaru, Padang, Jambi, Palembang, Lampung, Bandung, Semarang, Yogyakarta, Balikpapan, who are generally furniture fanatics from Jepara. They think that Jepara furniture ownership will increase their social status because they are considered to have good taste in furniture.

Not only famous in the country, Anugerah Jati Furniture products are also well known to Europe. “A few months after the launch of the website, there was a customer from the Netherlands who was interested in our product. There are also buyers from Germany who also like it," he said.

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