Emily Jaury has a cold. It’s the after-effect of a trip to Pulo Cinta, a picturesque eco resort in Tomini Gulf in Northern Sulawesi. The journey was no beach holiday - rather a meticulously planned marketing campaign by her team at fashion multibrand e-commerce Love & Flair (loveandflair.com). Titled “Love and Flair Resort”, the campaign is the website’s biggest offline activity in the first half of the year.
As part of the campaign, Emily and her business partner, Dewi Purwati, hosted some of Indonesia’s top social media influencers - Maria and Elizabeth Rahajeng, Olivia Lazuardy, Elxi Elvina, Catherine Sumitri and Michelle Hendra -to enjoy an island getaway. There, they enjoyed a fun girls’ time involving a karaoke session, a beauty workshop class with Maybelline and a day-drinking happy hour with Möet & Chandon. The girls also dressed up in Love and Flair’s then upcoming summer collection.
“We were inspired by international brands who’ve done this kind of getaway, and we thought it would be fun to be the
first one in Indonesia to do so,” beams Emily. “We had a really good time, and our followers were just as excited as we were. It reflects on the high engagement in all of our resort pictures. In 4 days, we reach around 5 million viewers.”
Emily and her team used the result and social media buzz to launch their summer collection. All the clothes that she and the other influencers wore had been sold on the website in less than 24 hours after being shot and seen on Instagram.
“We planned for half of the Love & Flair team to be on the island, while the other half stayed in the office,” says Emily of the project. “We also took a photographer and videographer to the island. That way, we got to shoot and launch the collection in a matter of hours. In short, it was an e-commerce take on the see now, buy now idea.”
Such innovative concepts are what Emily always strives to do as a dotcom entrepreneur. As a result, in less than three years Love & Flair has grown to become a go-to platform for upper-middle shoppers in Indonesia. In the second half of the year, Love & Flair will launch a mobile shopping app, as well as a menswear department. When it comes to using social media, Emily is a go-getter who is the envy of many with her work-life balance. “We’re living in an era where it’s cool for women to do it all,” she declares. “You can really be anyone you want. We have started seeing women doing different things, and showing different personalities and styles, through social media. No two people are the same, of course, and that’s what makes it all so interesting.”
A dynamic woman in her twenties, Emily has attracted many luxury brands with her multifaceted persona as an entrepreneur and a style star. For example, Möet & Chandon has chosen her as an ambassador for champagne as part of an urban woman’s lifestyle. Coincidentally, as a Business Administration student at University of South California, Emily used the same brand as a case study. She is also working with Chopard and Prada, among others.
“What I love most about working with established brands is the unexpected connections you make,” Emily says. “For example, when I worked with Prada in March, I met the brand’s principal from Singapore and we had a great conversation about growing a brand. I learned a lot. It was a first-hand lesson from a person who’s worked for a powerful fashion brand for over 20 years. In many ways, social media enables people to connect in a way they couldn’t before.”
Emily is a model millennial. Her concept of a “woman who does it all” translates into a personality that is quick-thinking, willing to share and, of course, multitasking. Her way of doing things has created the working culture at Love & Flair. "Everyone in the company is very young, and they all start as interns,” she says. “That way, they get used to taking on different roles and working in different areas. This means everyone can do many things, and we don’t ever have to rely on just one person to do a certain task.”
The life of a dotcom entrepreneur, as well as a social media personality, is fast, busy, unrelenting. But Emily has learned to slow down. She has overcome the dangers of mental exhaustion, partly by learning how to tweak her workload. “I have fully understood that I can’t do everything by myself, and I have learned to not be too hard on myself,” she says. “I think it’s important to surround yourself with good people who will tell you things you don’t want to hear, for your own good. I’m glad I have a strong support system.”
The story is a part of a three-part cover story, published in the 13th Anniversary Issue of Prestige Indonesia, which can be purchased here.
Photography: Robby Agus
Fashion Direction: Peter Zewet
Styling: Koko Namara
Makeup: Upan Duvan Studio (for Selly Wilson) & Morin Iwashita (for Emily Jaury and Cindy Angelina)