Transforming The Batik Culture—The Journey Of Amri And Rebecca

By Melati Mohd Ariff KUALA LUMPUR, Aug 13 (Bernama) -- When expatriate Rebecca Crown lost her job as an architect at a Malaysian firm in Kuala Lumpur during the 1998 financial crisis, she did not return home. Instead, she packed her bags and headed to the north-eastern state of Kelantan, further away from her home in Sydney, Australia. Rebecca’s (left) passion for textiles and fabrics pushed her to learn the batik trade. She managed to convince her former colleague, architect Amri Yusoff (right), who is now her husband, to accompany her. Batik is a method of producing coloured designs on textiles by dyeing them, having first applied wax to the parts to be left undyed. " I lost my job first, and Amri lost his job about six months later. So, I suggested we travelled to his kampung (village) in Kelantan to see if we could print some batik," Rebecca told the writer when she interviewed the couple at their residence in Ampang, Selangor state, recently. Amri admitted that even though he was born and raised in Kota Baharu, the capital of Kelantan, he did not know much about the batik industry there. However, both Amri and Rebecca believed that batik trade might create job opportunities for them and help them through the tough time. So, armed with a little more than passion for Malaysia’s handmade textiles, they began their journey of discovery, and today, they are proud owners of a young and successful batik brand called Coast Handmade. FRESH IDEAS Although Amri and Rebecca were new to the batik industry, they decided to explore different uses of batik, and they tried to incorporate batik designs into homeware. They ensured that the designs were new and modern, catering to the tastes of their target market in Australia. They started on a modest scale by working with various batik producers in Kelantan. Amri took on the role of a chief designer, and the couple started producing home furnishings and sarungs. Then, they transported these items to Sydney and sold them under the brand name "Coast Living". There is a reason why the couple decided to incorporate ‘Coast’ into their brand name — Amri’s hometown is on the east coast of Malaysia, and Rebecca is from Sydney, which is on the east coast of Australia. "So, we included ‘Coast’ in our brand since the word signifies where we are from and reflects the laid back Australian style we want to incorporate into our products," she said. NOT EASY According to the couple, their products had been well received in Australia. However, they faced several challenges in the production stage. Amri explained that it was difficult to convey their expectations to the batik producers. The couple did not realise it at that time that the producers were experts at making batik that was exclusive, where every piece is different. So, it was difficult for them to replicate the batik they had produced earlier. "The only way to ensure that the products met the expectations of the market was to be physically present at the workshop. Logistically, this meant that Amri had to be in Kelantan, and I had to be in Sydney to sell the products," said Rebecca. Despite the hiccups and constraints, the couple's batik business thrived for three years before they decided to call it a day. "I’m sure the batik producers were relieved when we decided to give up," commented Rebecca, adding, "but frankly, we learnt a lot from them, and we owe our success to their perseverance," to which Amri nodded in agreement. ANOTHER ENCOUNTER After returning to the corporate world in Kuala Lumpur, Amri and Rebecca got married in 2002 and had their first child in 2005. They now have three children—Mikhail (eight years), Aden (four years) and Isabella (two years). Despite their busy schedules, Amri and Rebecca set aside some time to attend events related to batik such as Piala Sri Endon (Sri Endon Trophy), an annual batik design competition named after the late Endon Mahmood, wife of former Prime Minister Abdullah Ahmad Badawi. "We had been attending the competition for a few years, and I told Amri that I was sure that he would win a prize if he entered the competition," said Rebecca. Amri did enter the competition in 2007 under the home furnishing category. "We worked hard. We were given a hotel room at Berjaya Times Square, and we had to design it completely with our original batik artwork," explained Amri. The hard work paid off, and Amri won the second place award. "Of course I was hoping to win the first prize, but the competition was tough. "I received a lot of compliments though, and more importantly, Kak Zuraidah Abdul Razak, who was the General Manager of Karyaneka then, approached me and enquired if I was interested in producing batik for her outlets," said Amri. SECOND CHANCE Winning a prize in Piala Sri Endon and the support from Zuraidah gave Amri the confidence to give batik a second chance. Initially, Amri worked alone, with Karyaneka becoming his first client. "I was very excited when I received my first cheque for RM1,000 (about US$334). When you produce something on your own and get paid for it, the satisfaction that you gain is immense," noted Amri. The couple explained that this time, their designs were similar to those under Coast Living, but their target market was different. Instead of shipping their products to Australia, they sold their products in Malaysia. In addition, they shifted their product focus from home furnishings to gifts. According to Rebecca, by 2007, Malaysia had transformed significantly. She observed that Malaysians’ spending power had increased during that time, and people wanted to purchase sophisticated products. "Overall, Malaysia was more vibrant, and this phenomenon, coupled with the Malaysian government’s plan to attract foreign tourists to the country, convinced us that it was the right time to design handmade batik gifts. "Then came the birth of Coast Handmade," she said. COAST HANDMADE PRODUCTS The success of the couple’s second venture in batik some six years later is testament to their determination and hard work. They believe that the strength of Coast Handmade lies in producing unique gifts with beautiful packaging and casual resort and lifestyle products instead of traditional apparel. They mentioned that there is a huge demand for batik products from foreign tourists in Malaysia. They added that the compliments and encouragement that they receive from Malaysians who purchase their batik products motivate them to continue the trade. Malaysians are proud of their batik tradition, and even though their lifestyles are changing, they are looking at new ways to incorporate batik designs into their lives. "I feel humbled when Malaysians inform me that they have given Coast Handmade products to their friends and clients overseas; this goes to show that other accept our products as part of their heritage and are willing to present them to the world. "We started with the production of napery, including serviettes and placemats. Later, we included souvenirs in our product range. Now, we are expanding to include simple resort clothing and accessories," said Amri. Interest in the brand is growing from both the private and public sectors, and the couple have high hopes for Coast Handmade. They hope that one day, Coast Handmade will be a regional brand, recognised by people in Asia and synonymous with the heritage and beauty of Malaysian batik. Going by the number of products currently under the Coast Handmade label—from tableware to wristlets, key chains, mini bags, souvenir coasters, kaftans, and baby clothing—business is definitely flourishing for this couple. Batik motifs for their products range from Malaysian flora and fauna to Islamic art. Coast Handmade products are available at Karyaneka outlets at Jalan Conlay, the Petronas Twin Tower Gifts Shop, Borders bookshops at The Curve and Gardens, The Islamic Arts Museum Malaysia Gift Shop, and various outlets at the Kuala Lumpur International Airport (KLIA) and the Langkawi Airport. Please visit www.coasthandmade.com for more information on Coast Handmade products. (photoBERNAMA) MALAYSIA