Byline: By Aisha Hassan on 13 February 2026
In April 2024, what began as a single retail opportunity in Singapore became something much larger. When co-founder Nadia Irwan was offered to bring her previous footwear brand offline at Plaza Singapura, it revealed both the appetite for Indonesian design abroad and the gap in how local brands were being represented globally. Gailbook was born from that moment.
Founded by Nadia Irwan and Evelyne Gabriella, Gailbook is a curated platform dedicated exclusively to Indonesian labels produced in Indonesia. From Purana’s reinterpretation of batik to Fuguku’s spike technique rooted in Jumputan craftsmanship and SAGE’s eco-conscious comfortwear, the platform brings together designers who are distinct and ready for a wider stage.
Given Dia and Gailbook’s synergies, focusing on curation and a craft foundation, we are excited that a selection of Gailbook’s brands are now available on Dia. Below, Nadia and Evelyne share more about their journey.
Through focused curation and cross-border presence, Gailbook reframes Indonesian fashion as confident, competitive, and globally relevant.
Tell me the story of your name, Gailbook.
Gailbook is derived from the name Gail meaning joy, and Book, symbolizing discovery. Together, they reflect our vision to be a platform of discovery for Indonesian brands, bringing thoughtfully curated creations globally while delivering joy to our customers through every find.
How do you decide which brands belong on Gailbook?
Gailbook curates brands with a clear and unique selling proposition, and places strong emphasis on authenticity, sustainability, and ethical craftsmanship. As a mandatory requirement, all products must be produced in Indonesia.
Gailbook is bringing Purana, Sage, and Fuguku to Dia. What makes these brands special?
Purana, Sage, and Fuguku are among our leading Indonesian brands, each known by their iconic, authentic designs and meaningful stories.
Purana’s collections are created with traditional batik techniques, hand-weaving, tie-dyeing, modern geometrical motifs, and incorporating paintings into fabric to create unique ready-to-wear pieces that reflect commitment to local artisanship.
Fuguku is known for its iconic and signature spike design, developed through innovative technique rooted in Jumputan craftsmanship and created using recycled plastic fabrics.
SAGE is known for its innovative designs for comfortwear, designed using eco-conscious materials.
How would you describe the Indonesian fashion landscape today?
The Indonesian fashion landscape is evolving rapidly, having grown nearly 2x over the past two years with new homegrown brands launching approximately every three weeks. Today, Indonesian fashion brands are bolder and more distinctive than ever before. They continuously innovate while keeping pace with shifting trends, making them even more competitive in the global market.
Are there aspects of Indonesian design or craft that you feel are often misunderstood or overlooked internationally?
Indonesian design and craftsmanship are often underestimated internationally. While local brands are highly creative and innovative, their work is frequently undervalued in terms of pricing and perceived quality. At Gailbook, we aim to shift that perception by empowering Indonesian brands to strengthen their positioning, enhance their global competitiveness, and elevate their pricing strategy in line with the true value of their craftsmanship.
What has been most challenging about building a curated platform?
One of the biggest challenges in building a curated platform is ensuring that all brands grow together sustainably. Since each brand is at a different stage, in terms of production capacity, pricing strategy, branding, and market readiness. Hence, alignment & strategy becomes crucial.
Another challenge is maintaining strong curation standards while scaling. We are intentional about selecting brands that align with our values, but we also need to balance creativity with commercial viability.
Lastly, educating the global market to see the true value of Indonesian craftsmanship beyond just price which requires continuous storytelling and positioning.
What has surprised you along the way?
One of the biggest surprises has been how positively the market has responded to our curations. We are grateful to see growing demand not only from where Gailbook operates offline; Singapore and Malaysia, but also from North & South Asia, Australia, Europe, the United States, and more.
What do you hope someone feels when they discover Gailbook for the first time?
Our hope is that every visitor and customer experiences joy in discovering our designs and feels a personal connection through thoughtful curation. Our aspiration is to bring joy to every interaction, delivering pieces that feel personal, purposeful, and truly theirs.
How do you hope Gailbook grows over the next few years?
Our vision is to expand Gailbook globally, beginning with Southeast Asia and extending to Europe, MENA and the United States. We aim to establish a strong offline presence that makes Indonesian brands accessible to our customers around the world.
This interview has been edited for brevity and clarity.
