Taylor Swift's Balinese-Embroidered Outfit Boosts Indonesian Export Business

Background of CV Casa Annie

CV Casa Annie, an Indonesian company based in Bali, has been providing embroidery services since 2008. The company, founded by Ketut Sunardiani, began by offering hand-embroidery services for children's clothing exported to Australia. Over time, it expanded its operations to become a full-package production house, handling everything from material sourcing to quality control.

Collaboration with Rosa Bloom

In 2010, CV Casa Annie began collaborating with Rosa Bloom, a fashion brand that incorporates intricate hand embroidery into its designs. This partnership has been instrumental in enhancing the quality and scale of CV Casa Annie's operations. When Taylor Swift wore a Rosa Bloom outfit featuring Balinese embroidery to the 2019 I Heart Radio event, it brought significant international attention to both Rosa Bloom and CV Casa Annie.

Business Impact

The exposure from Taylor Swift's appearance has had a positive impact on CV Casa Annie's business. As an export-driven company, with 90% of its production going to international markets including Australia, New Zealand, Japan, and several European countries, the increased visibility is expected to translate into greater demand for their embroidery services and products.

Business Segments

CV Casa Annie operates through multiple business segments:

1. Full Package Production: Offering complete production services from material sourcing to shipping.
2. Personal Tailor: Providing custom-made products based on client specifications.
3. Retail & Wholesale: Selling their own brand, Kominela, through retail and wholesale channels.
4. Fashion Consultant: Collaborating with designers to help them establish or enhance their fashion businesses.
5. Online/Offline Fashion Assistance: Assisting clients with various aspects of their fashion business, including marketing needs.

Challenges and Support

Despite its successes, CV Casa Annie has faced challenges, particularly those related to global economic and political issues that can impact export businesses. To address these challenges, the company has received support from Indonesia Eximbank (LPEI), which has helped enhance its market reach and production capacity.

Future Outlook

Looking ahead to 2026, CV Casa Annie is optimistic about expanding its market presence in several countries. The company remains committed to producing high-quality, hand-embroidered products and leveraging its expertise to grow its business both domestically and internationally.