- 4 hours ago
This Hari Raya, Tehmina Kaoosji speaks to Hana Aziz, Managing Director and Master Artisan, at Atelier Hanafedora — a homegrown leather atelier steadily building a name in the luxury space.
From a background in engineering to artisan entrepreneurship, Hana shares what it really takes to create handcrafted, small-batch leather goods in Malaysia —from managing rising costs to building brand value and deepening appreciation for pieces made with care, skill and intention.
From a background in engineering to artisan entrepreneurship, Hana shares what it really takes to create handcrafted, small-batch leather goods in Malaysia —from managing rising costs to building brand value and deepening appreciation for pieces made with care, skill and intention.
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00:16Hari Raya, greetings and welcome to Nyaga Spotlight with me, Tamina Kawasji.
00:20Today, our spotlight is on crafting everyday luxury and the Hana Fedora story.
00:25So, Hari Raya is of course more than a festive retail bump for many Malaysian SMEs and brands.
00:31It is the most critical revenue window of the year.
00:34So, on today's Nyaga Spotlight Hari Raya special, we look at how one homegrown luxury brand is meeting growing demand
00:41for meaningful, locally crafted luxury.
00:44Welcoming to the studios, Hana Fedora Abdul Aziz, Managing Director and Master Artisan with Atelier Hana Fedora.
00:51Hana, welcome to the studios. Selamat Hari Raya.
00:54Selamat Hari Raya. Thank you for the invite.
00:57So, it's brilliant to have you here with us in the studios.
01:00Thank you so much for making time. I know it's a busy, busy season.
01:03So, Hana, we want to get into the story behind the brand.
01:08And you are, of course, the woman behind the brand.
01:10But you actually trained in engineering before you decided to move over into leather crafting.
01:18Tell us about that rather drastic shift in career trajectory.
01:25To be honest, I didn't actually work as an engineer.
01:29Right.
01:30So, I studied engineer. I did go all the way until my post-graduates.
01:35But I've always loved being in the creative industry.
01:41So, having a family actually made me shift the way that I want to be, you know, and shift my
01:51career perspective.
01:52Right, your focus as well.
01:53Yeah, my focus as well.
01:54So, I thought that maybe I should, instead of working 9 to 5, so I could just start something creative
02:02at home and then be with the family.
02:04So, that was a big shift for me in changing my decisions in my career.
02:09Hmm, understood.
02:11And was there a moment in that journey, Hana, where you realised from something that was going to suit your
02:18lifestyle, as well as your growing family,
02:21that you realised that you wanted to do something that was artisanal, that was more luxury-focused?
02:29I actually didn't think about it. I didn't think that I'm going to be in the luxury industry. It's more
02:35like, let's face it, we're women, we love handbags.
02:39Yes, absolutely. I think it's just as important as the outfit.
02:43Very true. So, accessories somehow brings out the identity in you.
02:48So, and then making accessories, it seems much simpler for me compared to making clothes.
02:58Because clothes have sizes, right?
03:01Sure.
03:01And accessories, you can design or be creative to your heart content.
03:08Kind of like the word itself, right? Accessories are accessible universally. One size fits all, in a sense.
03:15Yeah. So, it's just that it's a matter of trying to find myself in the creative industry, what I want
03:23to do.
03:24And then my husband was someone who pushed me to try this leather craft.
03:31Actually, it's not leather craft, it's more like handbags.
03:33It started with handbags, but then because I love the luxury handbags out there, like all those high-end branded,
03:44my husband said that, why not? I tried to make it myself.
03:47All right. So, a challenge was issued and you were up for it.
03:51Yeah.
03:51Okay. And would you say that there was something in your technical education background,
03:57in engineering, that actually was able to bridge over into leather crafting?
04:04Being a student of engineering is actually a very, I feel like it's a very good experience for me,
04:13because we are trained into structure and processes.
04:18Yes.
04:18We are trained to think in a structure and processes.
04:22So, that technical experience actually very helpful in making stuff or making leather craft where things are not very linear.
04:35So, initially, I use that processes and technical background to adapt into the atelier.
04:44And then that's how we structured the pattern making, structured how the works flows, the system in it,
04:54and how I put everything, you know, like lay everything out there for people can work based on the system
05:02itself.
05:02So, it kind of helps to structure the overall flow of work as well.
05:07Very true, yeah.
05:08Fascinating.
05:09You've also actually spoken about previously having studied leather crafting in London.
05:17Was there something unique about that experience, which you are able to bring into the design ethos of Hanna Fedora
05:25today?
05:26The experience in London actually made me think about the luxury market itself.
05:35Like, how they are very rooted in their traditional ways of making luxury things,
05:44and then how they do everything in positions,
05:48and then how they actually respect the materials.
05:55So, those kind of, like, things in London makes me realise that actually a luxury market has more,
06:07you know, have something more than just product.
06:09There's a lot of, actually, reasoning and good reasoning behind why the pricing is this such, right?
06:16A lot of, like, storytelling, a lot of craftsmanship itself, of course.
06:24So, those are the things that I bought into the atelier in the Malaysia market today.
06:34Exactly.
06:34And Hanna Fedora has been around as an atelier, as a standalone, for almost two years now.
06:43So, that experience is widely different from, let's say, trying to build a mass market brand, right?
06:51So, what kind of differences are in the business model that allows it to remain small,
06:59but that small does not necessarily mean there's a limit to your business as a growth model, right?
07:06Tell us more.
07:10Sorry, what was the question?
07:13So, usually, when we speak about commercial brands, we're thinking about, okay, selling more and more.
07:20With luxury brands, usually, it's the opposite.
07:23Tell us about how that influences what you do with Hanna Fedora.
07:27So, it's the difference between the luxury market and then the mass production market.
07:37It's actually, mostly, it's the storytelling.
07:42I feel like it's the storytelling.
07:44And then the reason behind why you create things and then the sustainability of producing a product.
07:54So, it's not just a product by itself.
07:57It's more, there's a bigger picture behind that you can see why is it priced as the price it is.
08:07Correct.
08:08And trying to communicate that story, perhaps, via these days social media,
08:14that's the most important platform that there is, right?
08:17Would you say that when it comes to the way in which you have crafted the story,
08:24is that something that you lead in storytelling?
08:28Or what other kind of tools or people contribute to the brand story?
08:37I think a lot of contribution comes from the artisan itself.
08:45It's just the way the artisans handle the materials.
08:50And then the way that they understand that leather is actually not linear.
08:58And then respecting the materials.
09:00So, it's an entire life cycle, really, right?
09:06It starts even before you have a bag.
09:10It's true.
09:11Very true.
09:11Exactly.
09:12So, so many steps.
09:13And where do you primarily source the materials that you work with, out of curiosity?
09:20So, the material, most of it, it's actually a challenge.
09:25So, in local market, it's very limiting to find those equipments and the tools and the materials itself.
09:33So, most of the time, we source our stuff internationally.
09:38So, we still have to find things international.
09:42But those are things that I find it very interesting as well because it makes us unique as it is.
09:48Yes, exactly.
09:49Because on top of that, then on the design element also involves having to control purchasing costs and source costs.
10:00And especially in an economy which can go up and down, that can actually affect the prices of your product.
10:06Very true, yeah.
10:07So, there's plenty that goes behind it.
10:10Let me see, when it comes to communicating, this is pretty complex.
10:16And, of course, we know that the attention span of the average consumer online is short.
10:21Very short.
10:22So, how do you overcome that challenge of being able to communicate some of the really important brand values that
10:30Hanna Fedora has to an audience who may be interested,
10:33but they may not have the attention span to focus on it.
10:38Nowadays, it's quite trending for people to communicate through your clients, to your customers, through educating them in a certain
10:49way.
10:49You can't do influencing just as in wear something and that's it.
10:54Nowadays, people are a bit more sophisticated, like buyers are a bit more sophisticated.
10:58They want something more intentional.
11:01They want something that has a story behind it.
11:03And then they want to buy because, you know, something tells that it's them.
11:09Exactly.
11:10It's their identity, right?
11:11So, the way that we communicate actually matters most compared to just selling and then just showing.
11:20And that's what helps to make the big picture.
11:23Hanna, thank you for the conversation so far.
11:25We take a quick break.
11:26Don't go anywhere.
11:26We'll be right back with the rest of the Hanna Fedora story for our Hari Raya special on Yagspotlight.
11:33We'll be right back with the rest of the Hanna Fedora story for our Hari Raya special on Yagspotlight.
11:38We'll be right back with the rest of the Hanna Fedora story for our Hari Raya special on Yagspotlight.
12:05Welcome back to Niaga Spotline and today on a Hari Raya special,
12:08we're speaking about the Hana Fedora story.
12:11Now, Hana, you're with us here in the studios.
12:14Let's talk a little bit more about your atelier, which is in Bukit Dao Ansara.
12:18What does a typical day in the atelier look like for you?
12:23Okay, this year we actually created a new system for the artisans.
12:28So it's a very exciting thing.
12:30So the artisans came into the atelier, they have their own sets of assignments that I gave it to them.
12:38And then they get to, you know, manage their own time with the assignments.
12:43And then since most of the artisans already have the basic knowledge on making leather craft products,
12:49so they kind of have to work independently or they can work with a guide, with a senior artisan.
12:57So those are a bit more...
12:59Like an overseer together with a student training.
13:02Okay.
13:03So that is how they work on an everyday basis.
13:06And then most of the time during Ramadan especially, they get to go back home early.
13:12Exactly.
13:13But at the same time though, the presumption usually is that for all brands, Hari Raya is the peak season
13:21for sales.
13:22Very true.
13:22So how do you manage burnout during crucial seasons where of course you're receiving many more orders, which is wonderful.
13:29But this is handmade.
13:31Every last part of it.
13:33And how do you manage the workflow and also avoiding burnout for the artisans?
13:39We try to, we try not to give a lot of tasks to the artisans.
13:46Streamline it.
13:47Yeah.
13:47We try to like, you know, make them focus to make like one thing at a time.
13:52So every week I will give them like assignments.
13:55Like, okay, you do one back and then the rest of it will do their own stuff that they have
14:01to make.
14:02And then we have to make everything like, we do everything earlier for those like a standards product.
14:11Like people can buy for ready-made one.
14:13Ah, understood.
14:14So they're available for retail online.
14:16Yes.
14:16And then for those bespoke, then we can focus it during the Ramadan.
14:21And then because of the way that they can manage their own time and come whatever time they want, go
14:27back as they please.
14:29It's actually helped with their mental health and helped with the burnout.
14:32So a productive workspace, but also one that is cognizant of, not overburdening.
14:38Yeah, and then festive seasons has always been viewed as, for me, I view it as like, instead of like,
14:45it only comes once a year.
14:47Yes, exactly.
14:48So instead of like a stress and pressure, we look at it as an excitement for the year to, you
14:53know, produce more.
14:54To be more creative.
14:56More creative, yeah.
14:57Yeah, exactly.
14:58So speaking about creativity, Hana, now Hana Fedora has its own signature brand identity.
15:06How do you infuse that into especially festive season production, where you're also trying to balance with what you feel
15:16would be popular with your clientele?
15:20So Eid is a very special time for us.
15:22So it's a season of gifting.
15:25Absolutely.
15:26So Eid celebrates those gifting.
15:28So most of the time, people want to give something to their loved ones and then they want to make
15:33it more meaningful.
15:34But at the same time, they want the item to be able, for their, you know, for their loved one
15:41to be able to use it for their day to day.
15:44Somehow luxurious, but also convenient and something you reach for every day, right?
15:49Yeah, very true.
15:50So we'll try, like, how we infuse our festive Ramadan theme is more like change a little bit of just
15:58the colours.
15:59Hmm, okay.
16:00Yeah.
16:01A special colour version.
16:02Special colour.
16:03Maybe touches of green.
16:05Or maybe a little ketupat just to put on your bags.
16:08Oh, so pretty because those bag charms are super popular.
16:11Yeah, yeah.
16:12It's just giving you the vibe of celebration.
16:14But at the same time, the products are normal functionality, practicality that can be used on your everyday life.
16:22Hmm, exactly.
16:23So I think it's all about trying to hit that.
16:26I'm curious, how long does your planning or advance in designs happen before the Ramadan season rolls around and you
16:38already have to be in full production mode?
16:42It didn't take long, to be honest.
16:44I mean, compared to the normal production time that a lot of other brands are doing because they produce outside,
16:51they outsource the productions.
16:53Like for us, we produce everything in-house.
16:56In-house, yeah.
16:56So because of that, we have the leverage, we have the time to actually do it on a very last
17:03minute, I would say so.
17:05Turn around.
17:06Yeah, it's very fast turn around and then for certain like festive seasons especially, we make a product that we
17:12know have a faster turnaround so that we can make it in a bit more on a daily basis.
17:20Hence the handbag charms.
17:23Yeah, the charm or the Eid Money wallet for them to give their loved one like Ampau, you know?
17:30Yeah, pretty much.
17:31So it's very Malaysian as well, which is I think what would be super relatable because the target market is
17:37of course everyone in Malaysia, right?
17:40Yeah, yeah, yeah.
17:41That's true.
17:41Exactly.
17:42So yeah, because of the leverage that we have controlling our production time, it didn't take long for us to
17:50do the production.
17:51And plus we only do it in small batches.
17:54Exactly.
17:55Little by little as well.
17:56So another thing which is interesting and it's a dimension that is talked about overall when it comes to businesses,
18:04everyone's trying to automate.
18:07Yeah.
18:07There's so much of talk constantly about AI.
18:10Yeah.
18:11What kind of encouragement would you give to those out there listening who are, you know, obviously young people, maybe
18:21they're creatives, but they are thinking, oh gosh, AI is going to take away my job.
18:25And here you are running a small, successful atelier that's really growing strength to strength that completely depends on human
18:34ingenuity.
18:35Well, human hands and actual physical work and expertise.
18:44Yeah, actually, it's not hard to tell people that actually AI won't take our job away.
18:53Of course, certain types of AI, certain types of work, like for us, like marketing or like handling our production
19:03lead time or those can be sourced to the AI.
19:06But for like work that requires you to be in the atelier, you really have to be there and then
19:15make yourself present and to, you know, make the stuff there and there.
19:22Exactly.
19:23To, you know.
19:24So that touch never goes away.
19:26It never goes away.
19:27What would you say, though, are some of the challenges that you've also discovered in running an artisanal luxury handbag
19:35business?
19:36One of the challenges I come across is a talent pipeline.
19:41So it's hard to find artisans in Malaysia because obviously we're very still new in this industry, the leather craft
19:49industry, compared to the other countries that have like, you know, a bit more longer in tradition and leather craft.
19:56So those are the challenges to find talent.
19:58It requires a lot of patience, mentorships and all.
20:02Scouring through CVs to see if they're a good fit.
20:05Very true.
20:06Yeah.
20:07So one of it is talent pipeline and then the pricing as well, the pricing of the product.
20:13Because in a market that's so used to a mass production.
20:17Yes.
20:17And lower and lower prices each year.
20:20Yeah.
20:20So it takes a while for them to appreciate and to understand why the price that we put on our
20:25items.
20:27And then they have to, you know.
20:31Yeah.
20:31That education, I think, is a lifelong commitment when it comes to artisanal brands.
20:36It's a very time-honored industry, I would say.
20:41Yes.
20:41And I think trying to give a Malaysian dimension and localizing that, perhaps the challenge is absolutely worth it.
20:49So I'm looking forward as we close out our conversation, Hannah.
20:53So you've also spoken about building the ecosystem, even perhaps an academy one day in the near future.
21:00So what do you feel the term success looks like anywhere between three to five years from now for Hannah
21:08Fedora?
21:08If we can actually contribute just a small role in the ecosystem of building and raising maybe a group of
21:20artisans in Malaysia, that would be, to me, that would be more meaningful.
21:27Because it's still a new industry here and then the ecosystem is very small and very limiting.
21:34Yeah, exactly.
21:35So just to contribute and be a small role in raising a lot of artisans and then make Malaysia be
21:46in the conversations where a leather craft industry is, that would be more meaningful to us.
21:52I think leather craft is what's the most unique thing about it.
21:55Because when we think of crafts, we have such beautiful, intricate, but usually it's based in wood, for example.
22:03It might be an idea to build artisans who are able to translate that into leather work.
22:08Yeah.
22:09Because it could be nothing more unique than something that is so wholly Malaysian, but just working in a different
22:15material medium, perhaps.
22:18And then natural, natural.
22:19Yeah, natural.
22:20Yeah.
22:21All right.
22:21Thank you, Hannah, so much for the conversation.
22:23Thank you so much.
22:24Selamat Hari Raya again.
22:24Selamat Hari Raya to you too.
22:26Well, in a market crowded with fast fashion, imported accessories, Atelier Fahana Fedora certainly stands out.
22:32That's all we have time for today and wishing all our viewers, our Muslim viewers in particular, a joyous Raya
22:37celebration.
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