ABOUT

HISTORY

Our journey started when we first opened our flagship store in Medan in 1994. The brand proved to be very popular amongst the Indonesian women that by 2002, SONAYNA had 3 outlet stores in various malls in Medan.

 

Over the years, SONAYNA has evolved from a company selling sarees to a brand specializing in formal Indonesian wear with an Indo-Fusion concept. SONAYNA began designing its own line of exclusive kebayas, dresses, Muslim wear, kaftans and embroidered fabrics with this concept in mind and is regarded by many fashion experts as the pioneer of Indo-Fusion formal wear in Indonesia.

 

This Indo-Fusion concept became so popular amongst fashion enthusiasts in Indonesia that women and fashion designers from out of town and even as far away as Malaysia and Singapore would especially fly in to Medan to take a look at the latest collections. In 2004, in order to get closer to its customers, SONAYNA spread its wings to Jakarta and opened its first flagship store in Jakarta in Pondok Indah Mall-I.

 

Today, SONAYNA is considered as one of the leaders in exclusive embroidered fabrics in Indonesia and is the first choice of many top fashion designers for their fabric needs.

 

Since the boutique launch in Jakarta, there were increasing demands on high quality designer ready to wear items. Because of the high popularity, we started rebranding our ready to wear designs as DEVAIN KAPOOR.

 

Throughout the years we have designed more styles that are exclusive and unique. Our signature digitally printed kaftans are amongst the most popular and are always high on demand. The concept was an instant hit and the product line quickly grew to include a wide range of garments.

 

Sales of the brand grew rapidly and in 2012, the brand started being sold in major department stores across Indonesia. The “Sonayna” brand is the first to introduce the digitally printed kaftans in Indonesia and remains the trendsetter in the category.

 

OVERVIEW

Sonayna is a fashion brand specializing in digitally printed garments. Sonayna uses the concept of Indo Fusion to design his garments whereby he combines Indian designs and workmanship and incorporates it into Indonesian formal and semi-formal wear such as Kaftans, Dresses, Blouses, Tops and Pants.

 

The Sonayna brand is known for its use of vibrant colors, digital print, and intricate detailing and craftsmanship. The label focuses on creating versatile pieces that can be worn for a variety of occasions from formal wear, Muslim wear, all the way to resort wear. The embroideries and prints are entirely original and has been designed from scratch by the designer. All pieces are luxurious, individualistic and timeless works of art.

 

Our products are designed as per the latest fashion trends. We procure the base fabrics from reputable textile mills that use the latest technology and get them dyed individually to produce our scintillating range of colors. Our products are quality tested on various parameters to ensure that they are free from all defects and that embellishments don’t fall apart when tailored. Our constant research allows us to keep pace with market trends and incorporate modern production means in the process. Further, we also offer customization facility on the designs as per the client’s requirements.

 

Embodying tradition and style, SONAYNA has carved a distinct niche and earned the trust of a very loyal and ever-growing clientele that includes fashion designer, celebrities, political figures, business leaders, and fashion enthusiasts from across Indonesia as well as Singapore and Malaysia.

 

FABRICS

Sonayna garments uses only the highest quality silks in every design. The silks vary from Satins, Crepe De Chienes, Georgettes and Habutai Silk. The use of silk is necessary in order to get the best print quality and bring each design to life with its vibrant colors and design details.

 

EMBELLISHMENTS

All Sonayna garments uses high quality crystals to enhance the look of the designs. The crystals used vary from original Swarovski crystals to the highest quality of resin stones. These embellishments help in bringing out the vibrancy of the print and also enhance some of the jewelry designs in the garment.

 

OUR TEAM

Our team consists of experienced designers, merchandisers, quality control officers and over 50 skilled craftsmen that include weavers, pattern makers, embellishers and embroiderers. Each of our craftsmen has had at least 15 years of experience in their areas of expertise and their skills have been passed on from generation to generation. Along with the designing team, it is through their talent and diligence that such intricate motifs, embellishments and detailing in SONAYNA’s masterpieces are created.

 

RESEARCH & DEVELOPMENT

Our designers and merchandisers are continuously keeping themselves updated with the latest fashion trends. They enable us to design and manufacture our intricate designs on the latest fabrics using advanced, modern techniques and color combinations that are in demand with the times. It is through these strenuous efforts that we have been able to keep up with the constantly evolving fashion world.

 

QUALITY ASSURANCE

“Quality over quantity” – this is the philosophy that our business model is based on. We believe that in order to build a successful brand, we must be able to deliver a product that is not only beautiful, but also superior in quality. Quality for us is not an act, it is a habit. This is why we insist on using only the best of fabrics and the best of yarns, threads, beads and materials.

 

Our base fabrics come from reputable textile mills specializing in silks, our dyers are renowned for their superior quality, and our beads come from Japan, Austria and India. Our craftsmen are so well-honed in their art that they are able to produce work so intricate and delicate that most can only admire with awe.

 

We also have a strict quality control department to ensure that the final products are free from defects. Our quality controllers conduct tests to check for:

 

  • Finishing
  • Fabric evenness
  • Tear strength
  • Color fastness
  • Evenness in printing
  • Shrinkage
  • Workmanship
  • Embroidery strength

 

Availability and Exclusiveness of Designs

Sonayna garments are only available in Sonayna stores in Jakarta and Medan, and also in Metro Department Stores in Jakarta and Makassar. The designs, embroideries and prints are exclusive and entirely original.

 

Caring for SONAYNA Garment

Due to the delicate nature of the garments, and the fact that Sonayna garments uses silk as a base fabric, Dry Cleaning is the recommended method of caring for Sonayna garments. Although alternate care instructions are attached on every garment, we still highly recommend Dry Cleaning.

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