ANEKA BUSANA MUSLIM untuk perempuan itu dikulak dari Pasar Tanah Abang, Jakarta. Selain memajangnya di garasi rumah Jl Gayungsari Timur MGM 18 Surabaya, sekali waktu dia juga mengikuti pameran atau bazar. Dari sana Shanty, panggilan akrabnya, jadi tahu baju-bajunya tidak beda dengan milik peda- gang lain. “Lalu saya mikir, kenapa tidak bikin baju sendiri saja? Biar beda dengan yang lain dan bisa menentukan margin sendiri,” kisahnya.
Tahun 2004 mulailah dia memproduksi busana muslim sendiri, dengan merek Rasyida Alam. Itu merupakan akronim dari nama
AT FIRST, various Muslim clothing for women was bought from Tanah Abang in Jakarta and she sold them at her garage at Jl Gayungsari Timur MGM 18 Surabaya. Once in a time, she also attended at some exhibitions or bazaar. From there, Shanty, her nickname, knows the clothes she sells were not different to clothes from other traders. “Then I think why I don’t make my own clothes? Let it be different from the others, and I can determine my own margin,” she said.
In 2004, she began producing her own Islamic clothing with Rasyida Alam brand. It is an acronym of the names of her two
kedua anak dan suaminya, yaitu Ra (M Ramadan Alamsyah Putra), Syida (M Al Syidat Alamsyah Putra), dan Alam (Yudi Alamsyah). Wawasan Santy makin luas usai mengikuti Pekan Raya Jakarta tahun 2005, sehingga muncul ide membuat busana muslim bernu- ansa ektnik.
Kesan etnik itu diwujudkan dalam pemilihan bahan batik maupun tenun, serta motif lukisan. “Awalnya yang saya angkat memang lukisan di atas busana, tapi temanya tetap etnik. Misal- nya wayang,” tambahnya. Karya pertama itu berbuah penghar- gaan SmesCo Award 2008 dari Kementerian Koperasi dan UKM, kategori produk fesyen.
Mendapat respons bagus dari konsumen, Shanty makin teguh dengan pilihannya mengangkat busana muslim etnik. Bahan kain batik dan tenun dia buru dari berbagai daerah di Indonesia. Ada tenun Bima, Jepara, Bali, NTT, juga NTB. “Batiknya dari Jatim, Jateng dan Jabar. Ide desainnya lebih banyak saya cari di internet, termasuk baju-baju luar negeri. Nanti tinggal disesuaikan dengan karakter busana muslim saja,” papar lulusan D-3 FMIPA Unair, Surabaya, jurusan Fisika ini.
Merasa belum cukup, Shanty membuat terobosan dalam melayani pelanggan. Dia berani menggratiskan ongkos jahit bila pengerjaan bajunya telat atau melewati deadline. Pelanggan jadi
children and her husband. Ra from M. Ramadan Alam Putra, Syida from M. Al Syidat Alam Putra, and Alam from Yudi Alam. Shanty got more extensive insight after attending 2005 Jakarta Fair that brought out the idea of making ethnical fashion for Muslim women.
The ethnic theme was manifested in the selection of woven and batik materials and painting motif. “At irst, I took the paint- ing on clothing with ethnic theme. For example, wayang theme,” she added. Well done. Her irst work got 2008 SmesCo Award in fashion product category, from the Ministry of Cooperatives and SMEs.
Getting a good response from consumers, Shanty becomes more irmly with her choice to take ethnic sense in Muslim fashion. So, she must look for batik fabric and woven fabric from various regions in Indonesia. She got woven fabric from Bima, Jepara, Bali, East Nusatenggara, West Nusatenggara. “I also got batik from East Java, Central Java and West Java. I get design ideas much more from the Internet, including from foreign clothes. Then, I combine all into to the speciic character of Muslim fashion,” said Shanty who got diploma from Science Faculty of Airlangga University, Surabaya, majoring in Physics.
puas dan jumlahnya makin banyak, se- hingga di tahun 2006 dia mulai ‘terusir’ dari rumah. “Pertama usaha di garasi, karena penuh lalu nambah di ruang atas, ruang tengah, sampai seluruh ruangan habis. Akhirnya saya keluar dan kontrak rumah sendiri,” ujarnya.
Tahun 2012, seiring laju usaha yang makin bagus, Shanty membeli rumah di Jl Kebonsari Sekolahan 14 Sura- baya, yang dijadikan workshop sampai sekarang. Dibantu 40 karyawan yang sebagian besar warga sekitar, dalam sebulan Rasyida Alam bisa memproduksi 500 potong busana muslim.
Harganya beragam, dari yang termu- rah Rp 200 ribu sampai busana terusan Abaya yang mencapai Rp 1,5 juta. Pengusaha UKM kelahiran Surabaya 29 Agustus 1969 ini punya lima outlet untuk memajang karyanya, yaitu dua di Jem- batan Merah Plaza (JMP), Royal Plaza, City of Tomorrow (Cito), dan rumah lamanya di Gayungsari.
Di samping outlet dan dari pameran ke pameran, antara lain ke China serta Malaysia, Shanty mengaku memasarkan produknya via medsos. Entah itu face- book, instagram, WhatsApp, ataupun
line. “Nggak perlu buka toko banyak- banyak, promosi lewat online saja sam- butannya luar biasa. Di China pasarnya memang bagus, makanya dua kali saya pameran di sana,” beber mantan sales promotion manager sebuah perusahaan minuman ini.
Dengan omzet penjualan rata-rata Rp 200 juta perbulan, Rasyida Alam
serving customers. She dared to elimi- nate the cost of sewing if her workman- ship came late or passed the deadline. It makes her customers feel so satisied. And she got more and more customer. So, in 2006 she was ‘expelled’ from her house.
“At irst, my business was in the ga- rage. However, my garage was so full. Then, my business conquered the upper room, living room, until the entire room. Finally, I should get out of the house and rented other house for home,” she said.
In 2012, as her business growing bet- ter, Shanty bought a house in Jl Kebon- sari Sekolahan 14 Surabaya and she used it as her workshop until now. Assisted by 40 employees, mostly local residents, Rasyida Alam can produce 500 pieces of Muslim clothing in a month.
The price varies; from Rp 200 thou- sand the cheapest to Rp 1.5 million for Abaya outit. Shanty has ive outlets to display her work; two in Jembatan Merah Plaza, and each one in Royal Plaza, City of Tomorrow, and her house in Gayungsari.
Shanty sells her product in her outlet and in exhibitions, including in China and Malaysia. She also markets her products via social media; Facebook, Instagram, WhatsApp, or Line. “No need to open more stores. By using on- line promotion, I also get lots of orders. China’s market is good, so I participates in exhibition there twice,” said the former sales promotion manager of a