Lifestyle entrepreneur Carestha Widjaja believes the next 10 years “should be a golden age for Indonesia, as it will have the largest active work force and biggest middle class in Asia. We should take this opportunity to use the strong domestic market as a platform to catapult Indonesian products to the world. “That’s why we created the Cerita furniture brand in 2017. We want to build Cerita to become a lifestyle brand that has strong Indonesian roots through design, and all will be 100 percent manufactured in Indonesia for both the home market and the world.” Reflecting on the milestones in her life, Carestha says: “The most significant would be the birth of my sons. They have been the driver for everything I do. As for career, I would say it would be when I started to lead a company when I was 27 years old. Having little experience, I had my doubts and hesitations. But fortunately, with willingness to listen as well as perseverance, I managed to learn quickly how to navigate and manage the ups and down of business.
“Change is the only constant in our life, whether we like it or not. I think it’s important to embrace the change and see what opportunities lie ahead. I believe that if we have the right product, commitment to serve our stakeholders as well as being prepared, we should be able to weather all changes that may come our way.”
Photographed by Haruns Mahabrina
40 UNDER 40: THE VANGUARDS LIST IS PRESENTED BY SULWHASOO, AS PUBLISHED IN PRESTIGE INDONESIA OCTOBER 2019 ISSUE.