Hubert Burda Media

Timeless Moments with Naarah Joesoef

Beautiful stockbroker Naarah Joesoef models some of the season’s most covetable jewellery and timepiece collections

Jewellery: Frank & Co. | Timepiece: DeLaCour | Dress: Farah Khan

“What makes good jewellery for me is something that is timeless,” says Naarah Joesoef. “If I were to invest in jewellery, I would definitely go for the pieces that still could be good to wear 50 years from now, because it’s classic and it doesn’t go out of fashion or be affected by trends.”

While wearing some of the most desirable collections of Frank & Co., Mondial Jeweler and DeLaCour for her Prestige style shoot, this
stunning stockbroker in institutional equity sales at Bahana Securities reminisces: “The first piece of jewellery I ever owned was a gold
necklace with a heart pendant with my name engraved in it. It was a gift from my mother. I’ve had it since I was three years old and I still wear it. It means a lot to me. 

Right now, my most important jewellery is my timepiece, because I wear it every single day. I like my jewellery to be simple, classic and elegant. I never leave the house without wearing a watch or a pair of earrings. My jewellery complements my simple and classic wardrobe, because I wear only basic colours. If you were to look into my closet, it’s usually all blacks, whites, greys – and maybe some browns.

Jewellery: Mondial | Timepiece: DeLaCour | Dress: Victoria Beckham

Jewellery: Frank & Co. | Dress: Sebastian Gunawan

“I’m currently into choker necklaces. I feel that they give an edgy and dramatic look to any outfit you pair them with. I’m also into pretty rose gold things, layers of thin rings, layering necklaces and skinny cuffs. I have some dos and don’ts when it comes to jewellery. The first rule is don’t overpower your outfit. Jewellery is meant to accent your outfit, not to drown it in diamonds and sparkles. So, if you are wearing a statement necklace, play it down on the earrings, bracelets and rings. Sometimes less is more.

“The second rule is, don’t buy cheap jewellery. I think it’s important to save on the cost of jewellery, but don’t be tempted to buy pieces made of cheap materials. I wouldn’t want to be in a meeting and my necklace pops off. I think it’s better to save up for jewellery that will last for a long time. Your jewellery should be made with quality materials.”

Born and raised in Jakarta, Naarah earned her Bachelor’s degree in Economics at Pepperdine University in Malibu, California. Her first job was at Trimegah Securities in Jakarta as an analyst. “I think I always knew I wanted to work in the investment industry ever since college, which is why I chose to study economics. I was definitely interested in the financial services industry,” says the 25-year-old.

“Next, together with some of my friends I ventured into entrepreneurship by opening a few startups that focus on living a healthy lifestyle, such as Pilatology and Berrywell. I decided to venture into entrepreneurship with some of my friends, because I believe that, besides working hard, it’s important to maintain a healthy lifestyle.”

Jewellery: Frank & Co | Dress: Farah Khan

Both of her businesses are centered on the wellness idea, “Pilatology focuses on the art of Pilates which is a combination of body and mind exercise, resulting in greater core energy of the body. Besides exercising, maintaining a healthy diet is vital too and Berrywell offers healthy calories and nutrition.

“I got inspired to help create a lifestyle business that focuses on a keeping your body healthy. During my first year as an analyst, where I spent most of my time in front of computer screens crunching numbers, I realised that my back started aching sometimes. When I started doing Pilates, it helped solved the problem. Also, my office colleagues loved snacking on fried food, which they generously shared with me. This made me realise that I needed to have a healthier awareness of what I was eating. So, when the business opportunity came up, I jumped right in. Besides, being able to be in business with your best friends makes the whole venture more exciting.”

What inspired Naarah to venture into entrepreneurship? “You can still explore other things even if you have to work professionally in the meantime. I don’t think you cannot open things that you are actually interested in. Because I have passion in healthy lifestyle I decided to venture into this business,” she replies. “Honestly, when I open my business, I was taking a year off out of the investment industry. So, during the planning process I was very involved and then once the business was up and running, then I decided to go back to work in the investment industry.

Jewellery: Mondial | Outfit: Stella McCartney

“Competitiveness is the biggest obstacle in pursuing my career the investment industry. It’s a challenging industry and it’s an industry where a lot of people are competing as well as trying to come up with the best ideas. So, it’s a lot of a competition. You’ve got to be passionate enough to work in the investment industry. If you don’t have a big interest to work in it, you’re not going to be able to stay long.” You definitely have to try to come up with ideas that others overlook. Because, it’s all about promoting stocks, so you’ve got to
have something that other people don’t.”

A glow can be seen clearly on Naarah’s face when she is asked about her hobbies. “Travelling is definitely my favourite thing to do. I like learning about different cultures and I love doing adventurous things. I also like to explore different countries. I definitely love the ocean. I always search for a travel spot that has a beach. It gives me a sense of peacefulness.” she declares.

Jewellery: Frank & Co. | Timepiece: DeLaCour | Top: Marni (from Jade Boutique)

There is no doubt that Naarah would consider her family to be the biggest influence on her life. “I undeniably value family before anything else in life, especially my parents. They always taught me that you have to work hard in order to achieve great things in life. They said that nothing in life is literally granted to you.” Naarah says self-achievement is her idea of perfect happiness, “If you set yourself goals and targets, then being able to achieve them, I think that is definitely a perfect happiness. As a stockbroker, it’s satisfying when I achieve the goals that I have set for the stocks that I have promoted and chosen through calculated risk.” What does Naarah look forward to in the future? “I’m just at the stage in my life where I’m still enjoying working and opening new businesses,” she says. “So I just want to see where that leads me. I hope that I can open more businesses, and I do want to stay in the investment industry. Hopefully, in a year, I’ll be able to move up. With experience, also comes knowledge.”


Photography: Zaky Akbar

Fashion Direction: Peter Zewet

Styling: Koko Namara

Makeup: Ami Becks

Hair: Wulan

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