Where it all started..

Hi all!

Thanks to everyone who clicked the blog link and was curious enough to know more about us!

I realised the 'About us' section only gives a brief story, so I would like to dedicate the first one to talk a little about it.

I am Amy, short from Amarilla, the owner of SE.DU.DO and the dreamer behind it all.

I am an Indonesian, born and grew up in Jakarta. However, I moved out and flew to Europe in 2007. Before becoming a full-time entrepreneur, I pursued my Master's Degree in the United Kingdom and worked in several cities, namely Oxford, Dubai, Jakarta, and Vienna. And now I am glad to call Vienna my home, where I live with my little family.

After extensive research, I was brave enough to roll out the first collection in March 2021 between Jakarta and Dubai.

It was in the middle of a pandemic and lockdown, and still, we were lucky to have customers and very much thankful to even secured some bulk orders or B2B.

Some of my relatives and friends were curious about how I got the name "Sedudo" to be my brand, and some even thought it was a Spanish or Latin name. While unfortunately, few understand that the name is from a waterfall in East Java.

The waterfall I remember so dearly, although I have never been there in my entire life.

You might wonder

"How is that even possible?"

I lived my entire childhood in Jakarta, and our family was pretty much like the others; only the difference was that my father used to take us to travel to several off-the-beaten tracks in Indonesia. I remember he was very excited to make an itinerary and list full of destinations and how to get there.

During holidays, he would wake us up in the morning, take us to the nearest market, and have breakfast with the locals, where he usually initiated a conversation with them.

Several years before his passing, he mentioned another one of his unique itineraries that includes trekking in Sumba island and some road trips around East Jawa on the way back, where it eventually lands on Sedudo waterfall. The journey that never happens because he left us already.

As a design graduate, I understand the importance of a logo and brand name. Hence, finding a proper name for this project took me a while. Most of my ideas were used or had a different meaning in another language until I vividly remembered his antics one day, including the last dream. The word 'Sedudo' seems like the perfect name. It captures the warm feeling of home, be it my childhood home or 'home' as in the place where I grew up and lived a memory keepsake. The name also reflects a dream and a future I look forward to every day.

I genuinely hope SE.DU.DO isn't only in for the trend but also to be a journey of business with a positive impact.

With love,

Amy.