Crafting wood into versatile, long-lasting furniture is part of Anja Saputra Setiawan’s DNA.

Having witnessed the impact of mass-produced furniture on his family’s artisanal trade, in 2018, Anja decided to combine the fine craftsmanship practiced by his family with a modern entrepreneurial vision. The result: Anja Furniture Living — a furniture label from Jepara, Indonesia.

“I want Jepara carpenters to unite and develop as a strong furniture brand that can produce any furniture piece as requested by a customer,” says Anja.

Word of his sleek teak and mahogany pieces spread quickly and soon, Anja was fielding inquiries from buyers across Indonesia and as far away as Canada, the U.S. and Europe. To build on this momentum and ensure that no inquiry went unanswered, he began using the WhatsApp Business app in January 2019.

Since shifting all of his customer correspondence to the WhatsApp Business app, Anja says 75 percent of clients who reach out make a purchase. He adds that an increase in orders means a bump in business, not only for him, but also around 130 carpenters from the local workshops he commissions to make his furniture.

Since shifting all of his customer correspondence to the WhatsApp Business app... 75 percent of clients who reach out make a purchase

Global time zones are no longer an operational challenge for Anja, thanks to the WhatsApp Business app’s away messages feature. And Anja believes the business profile feature has boosted his business’s legitimacy, particularly with overseas clientele.

Anja wants to capitalize on his business’s rapid rise and focus on young Indonesian customers who are creating their own modern living experiences, many for the very first time. And by using WhatsApp — a communication tool most of them are not only familiar with, but also prefer — Anja is better equipped to share more of his offerings with a new generation of buyers.