In a hyper-competitive world of global brands and rapid-fire trends, small businesses often seem like underdogs. But for Caramia Sitompul, founder of the Jakarta-based brand Tioria, being an underdog has never meant being powerless. Her journey is a testament to the kind of grit, ingenuity, and soul that quietly powers independent businesses around the world.
After studying fashion at FIT, Parsons, and Polimoda, and working at major fashion houses like Calvin Klein and DKNY, Caramia eventually felt the need to reconnect with her roots. Returning to Indonesia in 2016 with little more than her artistic instincts, a modest savings account, and a deep sense of creative purpose, she decided to experiment with creating her own business.
"I didn’t have a business plan," she admits. "I just had this itch to create something meaningful." What started as a solution to a college problem—affordable, thoughtful souvenirs rooted in Indonesian culture—soon evolved into a full-fledged brand grounded in heritage, storytelling, and design.
The fashion world is notoriously brutal, especially for small players. Caramia’s early months were marked by painful missteps: overspending on shoots, failing to understand margins, and the existential threat of running out of money. "Everything was bootstrapped," she says. "So every mistake? That was on me." And yet, she kept going. "You stumble, you walk, you stumble again. But if you know why you're doing it, you’ll keep moving." It was exactly this tough mentality and perseverance that allowed her brand to last until now.
What is the secret to this? A strong “why” that is steeped in authenticity, which led to a strong creative instinct that allowed her to create designs that would become Tioria’s signature pieces. “I was heavily inspired by all the culture in Jakarta, from old town to Bajaj (a traditional mode of transport that is slowly replaced by motorcycles and cars) and wanted to showcase all this in my products.” The beautiful and colorful silk printed designs on her clothes that included everyday scenery from Jakarta would become a hit. “Stories translate beyond borders,” Caramia explains. "When it’s real, it connects.”
Carving out a niche wasn’t just a branding decision. For Caramia, it was a way to survive. Competing with multinational corporations and fast-fashion imports meant that Tioria had to stand for something completely distinct. “You can’t copy and paste authenticity,” she says. “You have to know yourself, know your strengths, and lean into them fully.” That clarity and dedication didn’t just attract a loyal customer base—it also opened doors to opportunities she never imagined.
One of the most significant milestones came when she was invited to represent Indonesia at the G20 summit. It was a turning point. There, she met fellow entrepreneurs, policymakers, and leaders from around the world, all gathered to discuss the future of global economies. For a small business owner, being in that room was more than symbolic—it was a moment of recognition. “I came in not knowing anyone,” she shares, “but what I found was a real sense of support and shared purpose.”
That experience was part of a broader pattern. Over the years, Caramia has found consistent encouragement from organizations that champion small businesses and female entrepreneurs in Indonesia. From training sessions to pitch competitions to community-building initiatives, she credits many of these programs for helping her stay the course, especially during difficult moments like the pandemic. “They didn’t just offer resources,” she says. “They offered connections, and that’s what makes all the difference.”
Interestingly, one of the most pivotal points in Caramia’s journey didn’t come from fashion, but from golf—a sport she had played competitively throughout her childhood and even received a university scholarship for. Over time, what was once a beloved activity became a source of mental strain, and she eventually gave herself permission to step away and explore other parts of life that might spark her interest.
That exploration led her to fashion. It wasn’t until just a year ago that she found her way back to golf, and this time, it felt different. She began to see it as a bridge between her past and future, and between herself and new opportunities. Today, she designs golf polos and encourages more women to participate in the sport in Asia, folding this rediscovered passion naturally into her evolving business journey. And most importantly, she has rekindled her true love for the sport.
Her reflections come with a fair share of challenges. Running a small business is never easy, especially when trying to stay afloat in the middle of constant competition, changes in the global landscape, and the need to adapt products and designs to keep people interested. Caramia manages a small team and handles most of the business development herself, which means her schedule is often full. She spends her time speaking to potential clients, following up on leads, and attending events for both Tioria and her growing presence in the golf space- she was recently in Singapore for a tournament. Although the journey can feel lonely, demanding, and naturally stressful, what keeps her steady through it all is the freedom to create on her own terms. Being able to put something into the world that feels honest and fully hers is what makes it all worthwhile.
Small businesses like Tioria don’t just survive because they hustle harder. They thrive because they build with heart. And that, no matter the scale, is always a powerful thing.
You can reach Caramia on Linkedin, visit her website here or visit her instagram where you can see more of her journey.