Working out of her home in South Jakarta, Janneke Poerink designs one of a kind objects for the home under her exciting new label Tiny Story. Tiny Story was born out of a combination of Janneke's experiences; a professional background in Marketing and PR in both Cinema and Magazines in her native Holland, followed by an expat posting to Singapore, formal study in design, followed quickly by another expat posting, this time to Jakarta.

The bright and exotic Tiny Story objects had the WOW effect on Jo and me on a recent shopping trip to the British Women's Bazaar. We were instantly drawn to the Tiny Story objects and their wonderfully cheerful aesthetic; and equally thrilled when Janneke agreed to meet with us at Huize van Wely Patisserie in Kemang to learn more about her business.

Today we are very happy to share with you the current Tiny Story range and the tale of its development; with this, we add another gorgeous label to our list of local home wares we are LOVING RIGHT NOW.

Please tell us a little about your background. What brought you to Jakarta and how long have you been here?
I moved with my husband and two small children from Holland to Singapore in 2012. We had a short expat stay in Singapore..only one year. But while we were there, a lot was done in that year. Me and my husband managed to start a small business over in Singapore. It was just something to test the water and see what it would be like if we did end up living here permanently. Then in 2014 we moved to Jakarta. So I have been in Jakarta with my husband and three children for 2.5 years now.

Where did your interest in designing for the home begin? Is this your professional background?
I come from a Marketing & PR background. In Europe I worked for 20th Century Fox on cinema releases, and later with luxury, fashion, sustainable magazines and events. Moving to Singapore made me realize to follow my heart and make a career switch. I decided that 'this time was now.’

'Moving to Singapore made me realize to follow my heart and make a career switch. I decided that this time was now.'
Janneke

I’ve always wanted to focus on design. I also knew I needed to have a solid base to begin a design business once, so I started by researching various design subjects that I would need to study and used international art academies as my main source to create my design curriculum. First I studied Textile and Jewellery Design at LASALLE Academy in Singapore. Then I completed Interior Design through the Interior Design Academy in Australia. Afterwards I was focusing on, product/ furniture design by an internship with acclaimed Indonesian designer Alvin T. ALVINT combines Indonesian heritage with a modern aesthetic. During my study I was also designing and collecting objects across Indonesia. Now I am selling this collection as a graduation assignment to finalize my design focused curriculum.

When was ‘Tiny Story’ established?
A few months ago. It’s in the early testing stages before the start later this year.

Can you tell us about the name?
People like stories and I like to create objects. Every object has a story and I want to share this story. I'm interested in sharing a story then allowing the story to continue in the owners life and give the object a new life.

'People like stories and I like to create objects'
Janneke

What excites you about the journey you are on with Tiny Story?
There are 3 things:

• Sustainability – In the first place to be able to create sustainable objects (especially in Indonesia). I am excited about the reused objects I have used so far but mainly I am thrilled what I am working on now and to launch it later this year!

• Create Tiny Story and bringing the brand alive!

• Seeing the very positive reactions of people who see Tiny Story!

How would you describe the ‘Tiny Story’ style?
Cool & inspiring design

Who is the Tiny Story shopper?
Everybody who wants to brighten up a place and loves to share Tiny Story with friends!

You meet and work with local artisans across the archipelago. Can you tell us about this? Where do you travel to and who are the communities you work with?
Over here, everyone likes to travel and so do I. I've found great sources and objects in Sulawesi, Java, Bali, NTT. I've met some amazing people. They are very skilled and dedicated to their craft.

We love that ‘Tiny Story’ is a collection of objects made by indigenous artisans for the home. Can you tell us a little about the process of designing and bringing them to the market? What is your role in the design and making process?

Firstly in this stage Tiny Story is only featuring a contemporary collection since it’s my graduation assignment. After this collection later this year Tiny Story will launch a different new exciting product. The process of designing the pieces and bringing them to the market was all planned. Although the current collection is a nice kick off, the new Tiny Story great objects launched later will form the basis of the brand and the business.

But back to your question about the design and making process.

In general there were some specific things that I did that helped me develop the designs; such as listing things that I like to create beforehand. For instance in the beginning I concentrated on feathers and shells during these sourcing trips and I was able to create what I had in mind and in the end used it in the collection.

I was lucky to get in contact with the right people along the way. Of course networking helped and I asked lots of questions. You need to be curious and to explore.

So together with these craft men we could realize the design that I had in mind. Examples of things I’ve pimped or designed are ‘Popeye power’, ‘Feet under water’, Rope goes mad’ and ‘Not over yet.’ But I also ran into tribal art which was so rare and beautiful by itself it only needed minimal touching up. ‘Chicken ran off’, ‘Flamingo ran off’ and ‘Hold your breath’ are examples of these objects.

Can you tell us about the ‘Tiny Story’ craftspeople?

Yes, using ‘Not over yet’ framed butterflies as an example. I met a 55 year old Balinese man named Ketut, who dedicated his life to butterflies. Did you know butterflies only live for one month? Ketut collected deceased butterflies. We decided to give them a second life, one month is not long enough. So we created modern frames of blue Balinese glass featuring the butterflies.

Do you see a resurgence in interest in local craftsmanship and craftspeople both locally and abroad? Why do you think this is?

Yes, you see people are focused on local products. Which I think is great! I hope and think this trend will stay, also in Indonesia. The government tries to support this and hopefully they will keep on doing so. Keep the Indonesian heritage alive because people are extremely skilled when it comes to craftsmanship.

Do you look to homeware trends globally, for design ideas?

Yes, I've always done this. I've been interested in International magazines, particularly as I was working with them. I've always liked Interior design; working with the media, fashion and design and when I was studying.The Interior Design Academy helped me link to Australia, whose home and design trends are sometimes influenced by the outdoors and sustainability over there is also very important. Being based in Asia and coming from Europe it’s inspiring to keep an eye on the trends in these (and other) parts of the world.

Can you list 3 resources that you turn to regularly for creative inspiration?

Pinterest
Dezeen - an online design platform
Blogs such as Design*Sponge

Your favourite Tiny Story design or piece?

It's difficult to choose... but to mention some: Chicken ran off and Popeye Power (see below) And I am very excited about the 'new object' to be finished later this year. Stay tuned!

Chicken ran off | bag

All the way from Papua. Chicken ran off is an authentic object made by an indigenous tribe out of chicken feathers and knotted threads called Noken which is used for carrying heavy goods or sometimes small children.

Popeye Power

All the way from Papua this object found you! This tribal coin shell necklace originally worn for ceremonial and celebratory purposes or used for dowry gave admission to secret societies and functioned as money as well. The modern currency of Papua New Guinea with coins featuring a hole in the centre refers to these good old coin shells.

What does a typical day involve for you?

I have 3 young kids so I have to combine my everyday life with managing my kids. This chaotic week for instance I am doing everything at the same time: handling orders, working on samples, finishing strategy and business design for new products and sourcing.

Any tips for new expats wishing to decorate their new home in Jakarta?

I would definitely recommend visiting Le Souq Interior Decorating in Kemang, it’s lovely! Muji, a store founded in Japan selling simple functional designs for the home, and the Ffrash philosophy is interesting, it aims to take garbage from Jakarta's streets and waterways and turn it into useful household items.

Any new projects you are working on at the moment?

Yes! I'm hoping later this year to be able to share news of something I'm working on, so stay tuned!

I don’t leave the house without?

My phone charger!

3 words to describe your Jakarta?

Bustling, Lively and Wonderful

Where can our readers purchase Tiny Story objects?

Le Souq Store
Jl. Kemang Raya #72 lot K
Jakarta
Email Janekke: tinystorygreatobjects@gmail.com

If you live in Jakarta be sure to pop into Le Souq for some Tiny Story 'cool, inspiring design!'

I've got my eye on a gorgeous feathery 'Flamingo ran off' tribal art object Janneke has in her collection...

Words: Liz McClean Photography: Tiny Story and a journey bespoke