THERE'S been much talk about "buying local" here in this side of the globe. It's argued that this might be part of a cultural sentiment, but it could be just the beginning of a larger consumption pattern.
On the surface level, it's convenient to say that brands can ride on the localism wave to drive preference and loyalty, but there could be a more significant insight; one that reflects the ethos of Dia Guild, a curated platform showcasing Southeast Asian brands that serve as extensions of the founders' personalities.
Dia Guild was founded by three Malaysian friends — Aisha Hassan, Alia Farouk and Kylie Francis — back in 2020 right in the midst of a searing pandemic, showcasing Southeast Asian creators who infuse heritage craftsmanship with modern designs, including the exquisite minaudières featured in the hit movie Crazy Rich Asians, to hand-painted batik scarves that are one of a kind.
Dia is a genderless Malay word meaning "she/he/them" and also refers to their greater hope to directly impact the artisans that they champion. As a Greek prefix, Dia also refers to going "through, across, between", which speaks to their goal in bridging the gap between authentic Southeast Asian artisanship and a discerning global audience who will appreciate it.
The curation of the products and content showcased on Dia Guild reflects on the diversity and rich heritage of Southeast Asian craftsmanship. "First we look for beautiful things that go 'wow' and that are unique. Between Alia, Kylie and myself, we probably have a range of taste. At least one of us would say, 'I'd buy that… I'd wear that…'" explains Aisha.
The trio attribute their sense of style and taste to their mothers and reflect on how much of an influence their mums have been to them, growing up. "My mother was a very stylish woman," begins Kylie with a smile.
Continuing, she shares: "She passed away when I was 6. But looking at old photos of her, I'm reminded of her impeccable style. She made an effort to dress my brother and I well, and would buy us the best baby clothes from all over the world. She inspired us to invest in high-quality timeless pieces, rather than trendy items."
Aisha is grateful for her mother's unconditional love and support that had bolstered her, especially during the last two years while Dia was being built. "My mother is the most elegant woman I know and she approaches all her undertakings with an exacting eye. I hope I've brought this standard to my work with Dia, whether that's in curating pieces with beautiful artisanship, or in always striving to do my best," she shares.
Adding, she says: "Her style is also a distinct mix of classic and edgy, which has not only influenced me to be more adventurous with my own fashion choices, but has also impacted the range of different aesthetics we try to represent on Dia."
Alia reveals that her mum has a unique style where classic and timeless meets "…a little something from somewhere no one has heard from. She's always looking for that hidden boutique where she can discover good quality craft and pieces that tell a story, including items that resonate with her own memories."
Continuing, she admits: "I owe my part of Dia's curation process to her and her ability to see the value in artisanship as well as her appreciation for hard work and passion. She's the very foundation of who I am, and I'm extremely grateful for it."
SUPPORTING MOTHERS
The curation of every single item on the online portal is meticulously carried out by the founders themselves. A lot of thought goes into researching the brands that are being carried on Dia's site. "We look at everything," insists Aisha. "The quality of the products, the production process and whether these brands are ethical in their practices in terms of using their resources mindfully, compensating artisans fairly or even honouring traditional craftsmanship if that's the route they are going down with."
Dia, she adds, has a huge emphasis on slow production processes. "Most of our brands are small-scale producers and so, the focus is on high quality craftsmanship rather than a huge volume of sales. What's also important is that we resonate with the stories behind the brands as well."
Whether it's a story about motherhood, or history, or even family relationships, the narratives behind the exquisite products showcased on Dia are often just as compelling as the one-of-a-kind, unique items that are sold.
From inheriting mum's thriving business to discovering a box of her late mother's belongings, right up to fashioning jewellery out of spent bullet casings, the stories are personal, touching and often weave a little intrigue around each exquisite handcrafted product.
For Mother's Day, Dia has curated a range of products by brands on their platform owned by working mothers, such as Moy Studio, Pink Jambu, Ruang, SOPHIA By Shirley, ALT, Pubumésu, and Suria Artisan Batik.
"These artisanal brands' unique creations draw us in as they force us to slow down and remember what human hands, with a lot of heart, can create," says Aisha before concluding: "They teach us the distinct joy in making something out of love and for a personal purpose, rather than aesthetics or money. Learning this helps us stay motivated to keep Dia true to its mission."
Salvita Salim De Corte of Ruang
Indonesian actress, artist and mother of one, Salvita Salim De Corte is the founder of Ruang, a jewellery brand that celebrates silversmithing. Every piece of jewellery is painstakingly handcrafted in Bali and the designs are inspired by everything, from poetry to art. "Craftsmanship is what we get to pass to our children," says Salvita, adding: "If we don't preserve it now, then there's nothing to pass on to them, and there's no way to share these stories, which is the wealth and identity of a society."
Shirley Ong of SOPHIA
Not only is Shirley Ong's brand named after her daughter, but it was also built in honour of the latter as well. After 10 long years of trying to conceive, Ong finally had a daughter. "I decided to stay home so I could focus on raising Sophia. She knows and understands that the bags I make support our livelihood," shares Ong. Every SOPHIA by Shirley bag is unique and crafted by Ong herself. Exquisite vintage kimono and obi silks are sourced from Japan, while the accessories on the bags are sourced from other working mothers in Malaysia.
Suria of Suria Artisan Batik
Back in 2015, Suria, a mother of two, discovered a box of her late mother's belongings and unearthed a treasure trove of batik tools and fabrics contained within. It felt like a calling of sorts and Suria founded Suria Artisan Batik in honour of her mother. Today, the enterprising mother works with batik artisans all around Malaysia to create rainforest-inspired resort wear. Suria still turns to her late mother for guidance. "I sometimes look up at the sky and ask her questions about whether I should do something like this or like that," she says, adding: "It makes me feel connected to her."
Tengku Marina Ibrahim of Pink Jambu
Tengku Marina is a mother of three and has long been dedicated to supporting local Malaysian artisans. Her brand, Pink Jambu (founded in 1992), showcases a stunning selection of evening clutches in handwoven tenun or batik, as well as a range of one-of-a-kind fabrics. "We use craft as our medium of expression... Nothing tells a story better than the hands that created them," she says with pride.
Angie Lai Tay of ALT
Angie is a mother of two who founded ALT, an ethical luxury jewellery brand that transforms spent bullet and shell casings from the Vietnam War into accessories that symbolise peace. Fairly compensating artisans, upcycling and bold designs are paramount for Angie. "When you buy an ALT piece, you feel you're doing something good rather than just perpetuating mindless consumption. That in itself is strength," she says.
Kiko Kintanar of MOY Studio
Ever since Kiko Kintanar was around 13, he'd go to his mother's office after school. Christine Hamoy, Kiko's mother, ran an accessories manufacturing company in the Philippines called Earth Works, and Kiko was never far from her side. "Growing up, I was super involved in her business. I've been shadowing my mum since I was a child," recalls Kiko. Mother and son soon imagined another brand that was something more, one that was experimental and drew on their collective creative eye and skilled local artisans. "We both agreed to work on it together," Kiko says. And Moy Studio was born.
Putri Soediono of Pubumésu
Putri, who's Indonesian, was raised in Singapore and grew up with traditional clothing like sari and kebaya as normal attire at formal events. She soon began experimenting with aesthetics using heirloom like her grandmother's tailored batik suits. "That was the beginning of mixing and being confident with my Western cosmopolitan surroundings and Asian upbringing, and being proud of it as well," she says. While Pubumésu began in 2011, she began exploring the confluence of East and West earlier when studying at Cordwainers, London College of Fashion. "I could see ikat in Selfridges and Liberty, but no one understood what it was or what the patterns meant, which made me delve deeper into what it meant to be an Asian person, and what it is about Asia that intrigues the West," recalls Putri.
For more information, stories and exquisite products, go to www.diaguild.com.