Tutus Kurniati is the definition of a BOSS. Founder of a luxury fashion concept store named after herself (queen), entrepreneur, mother and IG influencer, Tutu’s journey is nothing short of inspirational.
From growing up in Indonesia, studying aviation and starting in the fashion world from ground zero with little knowledge or experience until she opened up her boutiques, Tutus is an absolute powerhouse and she has no plans to slow down yet.
Facing unexpected challenges pretty much the day she opened up her Dubai-based boutique (yes you COVID), Tutus didn’t let this stumbling block phase her. She used it as a way to start thinking outside the box and looking for opportunities to grow, whilst most of us took the pandemic as a sign to hibernate and make banana bread on repeat.
“In a tribute to woman celebrations, Tutus Kurniati collection seamlessly blends grace, heritage, and contemporaneity.” as her website so perfectly states. Tutus Kurniati Concept store is an absolute dream for bikinis and resort wear to stunning evening gowns, spotlighting lesser-known brands from her home country Indonesia and UAE designers. Her store has gained a reputation as the go-to destination for style and elegance, even catching the eye of stars from Hollywood and Bollywood, something she is most proud of!
We had the absolute pleasure of chatting to Tutus who called us from bustling Indonesia. Speaking with her, it became clear how she became an incredible example to women, proving that as long as you have the drive and passion within, your hard work will pay off.
Discussing which former Spice Girl inspires her, to dressing Bollywood star Kajol, to her opinions on throwaway fashion, Tutus offered Cosmo ME sound advice about how to make it in the fashion world. And her dreams don’t just end there! Tutus has big goals to expand. Plus we’re stealing her top Dubai recommendations and visiting ASAP.
Inside Cosmo ME’s interview with Tutus Kurniati, CEO and Founder of Tutus Kurniati Concept Store
Cosmo ME: Can you share a bit about your background and how it influenced your journey into fashion? How did your vision for the Tutus Kurniati boutique come to life?
Tutus Kurniati: I was born in Indonesia but I didn’t study fashion. I found myself living and breathing fashion so I opened up a boutique in Jakarta and one in Bali. I designed all the clothes myself.
Then I moved to Dubai ten years ago with my husband’s work when it was a bit different. I was trying to find the style and clothes I’d want to wear but I couldn’t find the right clothes anywhere, so I applied to have a shop in Nakheel Mall as it was opening. We opened in January 2020 online and offline, but then the pandemic hit and I was hospitalised! We had to really think outside of the box, so I collaborated with my networks and with other brands.
Cosmo ME: What sets Tutus Kurniati apart in the world of luxury fashion boutiques?
Tutus Kurniati: Our brand is pretty special and exclusive. We’re a small and private boutique – our clothes are not available in Bloomingdales. We’re completely different to other boutiques because our stylists can visit you at home and offer a private concierge service. We also offer delivery in Dubai within two hours. We stock Parisian couture brand Alexandre Vauthier, and Eres which are not available anywhere else. We collaborate with a lot of UAE designers, but I also want to collaborate with Indonesian brands.
Cosmo ME: Where do you get your inspiration for your personal style? Who are your biggest influences in fashion and business?
Tutus Kurniati: Victoria Beckham, Zendaya and Bella Hadid. I’m inspired by how Victoria (Beckham) presents herself – she’s successful in her business and family life. She’s independent but also a mum, a wife etc.
Cosmo ME: Tell us more about your personality and core values. How do they shape the way you lead your brand?
Tutus Kurniati: Authenticity and integrity. I don’t like fakes…I’d rather wear an unknown brand with a strong brand identity, as long as the quality, vision and mission is clear. Taking inspiration is okay, but it’s important to see a brand identity.
I’m against fast fashion, it’s my goal for my fashion to be considered slow fashion. We’re not green yet because it’s hard to find the fabrics. Clothes should last forever.
I’m also big on inclusivity with sizes and prices. My price range starts in the same range as brands that promote fast fashion, but with my boutique, you can look unique rather than the same.
Cosmo ME: What is your career milestone so far?
Tutus Kurniati: I’m just a girl from Indonesia, so when celebrities from Hollywood and Bollywood contact my shop and trust me to dress them, this is a milestone for me. For example, Bollywood actress Kajol was wearing my dress. I really want to collaborate with a big brand next.
Cosmo ME: What would you say are the top 3 skills necessary for succeeding in the fashion industry?
Tutus Kurniati: Start with a dream, have confidence and be relentless. This was my capital when I began.
Cosmo ME: What advice would you give to an aspiring young fashion designer?
Tutus Kurniati: Just go for it and have confidence. There will be so many obstacles and so many “no’s”. It doesn’t mean it’s a forever no, there will be a yes one day. When one door closes, two windows open. Believe in yourself, it takes everyday work. If not you then who else. This is how I did it.
Cosmo ME: What’s one item in your wardrobe right now that you absolutely love and why?
Tutus Kurniati: My first Hermes bag which is baby pink – my favourite colour. The bag isn’t my favourite because of the social status, but because it represents that I saved up for 5 years and treated myself. For me, Hermes is the biggest success story in fashion, a “hero brand” – down to the craftsmanship and persistence with their vision and mission, they stick to their integrity. I still have jeans from when I was 19, because I appreciate fashion so much.
Cosmo ME: According to you, which is the most fashionable city in the world?
Tutus Kurniati: Paris, London and Milan.
Cosmo ME: Do you have a favourite travel destination?
Tutus Kurniati: I like to travel to new places and immerse myself in the culture, fashion and try new foods. This helps me to keep my horizons and mind open. Travelling helps me to set trends not follow them. For example, I discovered Marina De Golle in Italy – what she has is unique and you won’t find it anywhere else.
Cosmo ME: When you’re in Dubai, what are your top 3 must-visit places?
Tutus Kurniati: Aura Skypool near my shop, Zuma for the best Japanese food and Nammos. The girls who go there are our target market!
Cosmo ME: What’s next for Tutus Kurniati? Are there any exciting projects we should watch out for?
Tutus Kurniati: I’ve been waiting for the right space in Dubai Mall for 3 years, but it just seems impossible. I also plan to expand to activewear and we’re in talks about an exciting collaboration. Dubai is so active right now, so I want activewear that people can shop in person.
Visit the Tutus Kurniati concept store for yourself in Nakheel Mall.