Making art wearable and purposeful: ANS.EIN co-founders on fashion, friendship and faith

It was a wedding dress that brought the two of them together.

Anseina Eliza and Erlyn Karmelia first knew each other in high school in Jakarta but were not close. 

However, their paths crossed again when they were bridesmaids for a mutual friend.

“I asked Anseina: ‘What are you busy with now?’” recounted Erlyn, who was planning her own wedding at that time.

“She said: ‘I like to design things’, so I said: ‘Why don’t you make my wedding dress?’” 

A decade after graduating from high school, Anseina and Erlyn reconnected again at a friend’s wedding.

Astonished by the request, Anseina replied that she had never worked on a wedding dress before but was willing to help.

“We spent a lot of time together, designing, talking … We were really amazed that everything turned out much better than expected!” shared Erlyn.

Following the successful project, they explored the idea of starting a business together.

By that time, Erlyn had moved to Singapore after getting married, while Anseina was working in Singapore after first coming here for an internship as part of her undergraduate studies. Both of them are Chinese Indonesian. 

With Erlyn’s background in events and Anseina’s experience in design, the pair thought of setting up a one-stop wedding business. They would not only sell wedding dresses but also provide wedding planning services.

The co-founders with their husbands at Erlyn’s wedding.

“We even met to do business planning, but it never happened,” said Erlyn. “I got a job, got pregnant and had kids.”

Years later, she and her husband also decided to return to Jakarta to be close to family. 

Who knew it would take another five years before Anseina and Erlyn would finally embark on a business together?

Drawn together by a dress again

Recollecting how she had just resigned from her architecture job to focus on designing wedding dresses, Anseina said: “A month after I quit, I got pregnant.

“I had to stop taking orders as I didn’t know if I could manage them, so that’s why I had more free time.”

But during that break, Anseina was so inspired by a friend’s painting that she decided to transform it into a dress.

“I felt more people should enjoy her art and feel inspired too,” she said, adding how she printed the painting on fabric and hand-sewed the dress after making some edits to the painting.

After doing this for three more paintings, Anseina put the dresses aside and did not think much about them until one afternoon when Erlyn, who was back in Singapore for a visit, dropped by her home.

Anseina modelling one of the four dresses when she was nine months pregnant.

“Coincidentally, I had just hung those four dresses in the living room,” said Anseina.

“Erlyn loved them so much, and we started discussing how we could turn this idea into a business.”

Sharing that they also wanted to give a portion of their profit to the friends whose artworks they were inspired by, she explained: “Artists are usually commissioned to do one painting, then they have to wait to be commissioned for another painting.

“So we thought why not just make something out of one painting, then they can get a portion of the profit every time we sell that outfit?”

Excited about the concept of making art wearable and being able to do good at the same time, they decided to dive right in.

Anseina (Ans) would design from Singapore, while Erlyn (Ein) would take care of the production in Jakarta.

Anseina said: “We really feel that ANS.EIN was born because God met both of us in His time. We had talked about doing business together for many years prior to this, but nothing really took off.”

Erlyn, too, was amazed by how God orchestrated this alignment of seasons.

Erlyn with her family. She has two children who are now 9 and 11 years old.

Sharing how uprooting her family from Singapore was a difficult decision, she said: “I wanted to raise my kids here, but we really felt a call to go back to Jakarta.

“I still didn’t know what to do when we came back, but I believe that He just wanted me to obey.”

Just a few months after moving back, ANS.EIN was birthed.

“That is a gift from God. The dream that I forgot I once had with Anseina, He never forgot. He made it come alive at the right time.”

Although Anseina was a new mum and Erlyn had two toddlers at that time, the mum-preneurs managed to launch their brand in 2017.

“I remember just before giving birth, I was lying on the bed and still accepting orders,” said Anseina with a laugh. 

Beginning with pre-orders for dresses and tops based on their friends’ artworks, their designs were later inspired by their own children.

“There was one collection where I used my daughter’s footprint to create art and turn it into clothes,” recalled Anseina.

From the playful brush strokes of kids to the handprints of babies, Anseina and Erlyn crafted these artworks into unique pieces that could be worn in multiple ways by both parent and child.

Their clothing was well-received, and their brand grew quickly.

While Anseina and Erlyn started with making only small batches at a time, they were soon able to ramp up production as more stockists approached them.

Everything seemed to be going well … then COVID-19 struck.

By the third year, ANS.EIN’s collections could be found in pop-up fairs such as Boutiques and departments stores such as Takashimaya and Tangs.

One of the scariest moments

Recalling the early moments of panic in March 2020, Erlyn said the situation was worsening by the day in Indonesia as the virus started spreading and the death toll was climbing.

“It was very bad. And I remember one night, all my workers were asking me: ‘What should we do?’”

Growing up in a house full of clothes being manufactured, most of Erlyn’s production staff have been part of her family business for decades. They not only work but also live in her home. Her mother (seated, second from right) has since retired.

With a business to run and workers to care for, Erlyn was uncertain if she should keep her staff in Jakarta or let them go back to their hometowns.

“It was one of the scariest moments for me because I really didn’t know what to do at first.”

While the standard of healthcare in Jakarta was better than that in rural provinces, would she have enough work for her employees if they stayed behind?

“A few days later, we saw in the news that there was a shortage of protective gear in Indonesia. They were using trash bags and raincoats. So Anseina said, ‘How about we make protective gear for hospitals?’”

Thanks to donations from friends and customers, ANS.EIN was able to produce more than 7,000 sets of protective suits and over 500 face shields, which they gave to hospitals for free.

Soon, the duo had another idea that would also revolve around safety: Reusable masks.

Using the same material that they put in their protective gear for frontline workers, Anseina and Erlyn combined this with an inner and an outer layer made from their own fabric.

ANS.EIN did not just make masks for sale. They decided to distribute 2,500 masks to essential service workers in Singapore or whom they called “everyday heroes”.

Who knew their pandemic initiatives would end up garnering so much publicity, raising awareness of their brand?

Crediting God for turning those scary moments into one of their most successful times, Erlyn said: “We packed every day, every night. There was no time for rest.”

Then came another blow

But just as COVID-19 seemed to be fading out of sight, their business would soon face another crisis.

In 2022, Anseina suddenly experienced severe weakness in her body. This lethargy would last throughout the entire day and be accompanied by strange symptoms such as muscle spasms.

“Even when I lay down, I felt pain. But I could not explain it,” said Anseina.

Despite doing many blood tests, going for multiple scans and consulting with 13 doctors, no one could give her an answer for what was wrong. As a result of her poor appetite, she also lost 8kg.

Anseina said that going through this time of trial gave her a deeper understanding of Job’s response to God (Job 42:5).

“I didn’t know when this thing would end, so I really learnt what it meant to depend completely on God. I could not rely on the doctors or on medicine. All I could do is to trust Him every day.

“My prayer to God was just, ‘Help me to go through one day’ because it was really difficult. Every hour felt so long.”

A mum of two kids at that time, she added: “I felt completely useless to the family and business. I was living but not functioning.”

During this time, Erlyn kept ANS.EIN running, producing clothes that Anseina had previously designed.

“(Anseina) was really depressed because she said that she couldn’t do anything. I told her, ‘No, it’s not true. You can still do that 20% and that’s enough, that’s your best,” said Erlyn.

One of the collections that ANS.EIN launched in 2022 was a brand collaboration with Singapore Airlines. As part of the upcycling project, they used retired life vests to create striking accents on clothes.

Sharing how blessed she was to have Erlyn as her business partner, Anseina said: “When I couldn’t function, she didn’t pressure me to work. She even encouraged me and tried to strengthen my faith.”

When the borders finally re-opened and travel resumed, Anseina was also so moved on a particular occasion when Erlyn visited her in Singapore.

One night, Anseina was lamenting and questioning why God would let this happen to her when Erlyn turned on her Spotify app and played the song “Better Than I” from Joseph: King of Dreams.

Recalling how she felt so ministered by the lyrics as Erlyn was singing, Anseina declared: “God truly knows better than I do.”

Despite going through what felt like “the darkest moment” of her life, Anseina said this experience brought her closer to God.

One of the things that also helped was nourishing herself with the Word of God. To try and reduce the negativity in her head, she would listen to a lot of sermons.

“Even though I felt the suffering and the pain, I really saw that God was living and walking with me,” shared Anseina.

Both Anseina and her husband are Singapore Permanent Residents. They have two daughters aged 5 and 8.

It would be six months before things started to improve.

While Anseina used to experience weakness for the whole day, she realised that the duration was getting shorter and shorter. However, her mental health took longer to recover.

Revealing that she still felt depressed even after the lethargy left her, Anseina said the trauma of what she went through stuck with her for around one-and-a-half years.

“I was really scared to go out. I also became very sensitive to my own body and was afraid that the sickness would happen again.”

The turnaround

Describing 2023 as the year when she was “reborn”, Anseina recalls how ANS.EIN’s participation in the Singapore Stories showcase re-ignited her passion for designing, which had been buried during her dark times.

Organised by the Singapore Fashion Council (SFC), the theme for that year was “Kebaya Re-imagined”, encouraging local designers to envision the future of this iconic garment through innovative and sustainable means.

At the SFC gala, ANS.EIN’s creation was one of the five winners among 31 entries.

Inspired by how kebayas were traditionally a labour of love by many individuals, Anseina said: “I wanted (the making of) this kebaya to include more people, especially people with disabilities.”

Using fabric scraps that would otherwise end up in a landfill, she added: “I was thinking of how to make them connect without sewing. Because when sewing is needed, there is a learning curve and you cannot include more people.”

That was how ANS.EIN landed on the idea of interlocking pieces of fabric scraps to form an origami-style kebaya.

While sewing would still be eventually required, involving others in one step of the production process meant opening up the opportunity to provide jobs to more people.

Thrilled by their win, Anseina and Erlyn were humbled when their couture kebaya was featured on many media platforms, published in a book and even displayed at the Asian Civilisations Museum (above).

In 2024, ANS.EIN was invited to participate in Singapore Stories again. Though flattered, Anseina had her reservations.

“If I joined for another year, I was afraid I wouldn’t be able to live up to expectations,” said Anseina, recalling the pressure that she felt after their first win.

“But in those moments, God reminded me that He is Elohim, the Creator. All my creativity comes from Him; I’m just His tool. So how could I limit the creativity of the God who created the universe?

“If He wants me to do something better, He is the One who will inspire me and give me the idea. So I just prayed and let God guide me.”

Not long later, she remembered a sermon that would inspire their 2024 collection.

ANS.EIN’s stunning creations for Singapore Stories 2024, which had a theme of Eternally Circular.

“One Pastor said that Jesus is like a garbage collector. We’re sinful and broken, yet He picked us up and turned us into His precious treasure, His children.

“That message touched me, and I came up with the concept of From Trash to Treasure.”

Collecting 1,000 single-use plastic bags from family and friends, Anseina repurposed them into a floral cape, skirt and top.

Again using fabric scraps to form an intricate pattern on a ballgown dress, kimono top and culottes, the result was another award-winning collection.

ANS.EIN took home the first prize for the Audience Choice Awards at Singapore Stories 2024.

“I’m grateful because when I have these crazy ideas, (Erlyn) doesn’t stop me but keeps trying to make it happen,” said Anseina cheekily.

In response, Erlyn said she once read an article about sherpas, which resonated with her.

“I always see Anseina as the mountain climber. She has a dream, but I’m the one who is supporting from behind.

“That’s my calling. I really see that my role is just to carry her things, to help her reach the mountain. And at the end, God is glorified.”

Seizing opportunities to be a blessing

Sharing how her brush with illness gave her a new sense of urgency in life, Anseina said that at her weakest point, she was filled with regrets over all the things that she wished she had done.

“I realised that health is very fragile and I shouldn’t take my health for granted. As long as God still gives us health, we should use the opportunity to glorify Him and be a blessing to others.”

Both co-founders are 40 this year. 

Since Anseina’s recovery, ANS.EIN has also taken on a lot more charity projects, including their most recent one with the Young Women’s Christian Association of Singapore (YWCA).

Teaming up with YWCA for its 150th Anniversary Dinner in August, the fashion label celebrated the creativity and resilience of women by transforming their art into wearable pieces.

“I was so happy that everything turned out as planned … I’m really thankful that we were able to contribute something,” said Erlyn, adding that she was touched by how she saw different ones bringing their “five loaves and two fishes” to the event, which God multiplied.

Other than donating seven bespoke pieces for the charity auction, ANS.EIN created two ready-to-wear family collections.

“Fields of Flowers” (top) was based on a design by YWCA Hopemaker Lily Pek, while “Colours of Love” (below) was designed in partnership with artist and YWCA supporter Pauline Lau.

YWCA’s Hopemaker Movement affirms every woman as a “creator of hope”, not just for herself but also her family.

Lily’s story, for instance, is beautifully reflected in her painting that speaks of her dreams of building a brighter future.

Both ready-to-wear collections are available on ANS.EIN’s website. To further support women and families in need, 10% of the proceeds will also be given to YWCA.

Sharing that the principle of being a blessing has always been at the heart of the business, Erlyn said: “From the beginning, we were always thinking, ‘What can we do to give more help to others?’”

Anseina added: “We think that everyone is created with a purpose. For some, maybe they cannot find their purpose yet because of their disadvantage.

“But hopefully by what we are doing, by giving jobs to people with disabilities, or supporting women and kids, this can be a small catalyst to help them find their purpose in life.”

When asked how, as small business owners, they are able to find time to work on meaningful projects that may not be money-making, Erlyn replied: “For us, having a business is not merely about gaining profit. It’s really our dream that we can truly become a blessing in this line of work.”

At times, God also surprises them with His provision, such as an unexpected order that comes in and balances out what they had given away.

“Even though it’s true that the time we spend on non-profit projects means less time to do things that are profitable, the projects also bring us many opportunities and open a lot of doors. We’re very grateful,” explained Erlyn.

In July, ANS.EIN partnered with HUG Community Services for their intergenerational fashion show called SG60 Threads of Unity. The charity brought together young and old for a calligraphy workshop earlier this year, and the artworks created were turned into outfits by the fashion label.

Echoing Erlyn’s point, Anseina shared her conviction from 1 Corinthians 10:31.

“We want to glorify God by being a blessing to others. When we built the business, we know it has to be profitable for it to be sustained.

“But the main focus is not only business – we want to bring goodness to others as well.”

While united in their vision, this does not mean that the both of them always see eye to eye on how things should be done.

Just like in any other business, the co-founders have their fair share of differences.

“We think differently, but we keep reminding each other that we want the best for ANS.EIN. We really trust each other because we fear the Lord,” said Erlyn.

“Every challenge we face, we can always bring it into prayer. We have a strong God for us to lean on.

“We also believe that God started this, so He will be the one to sustain it. It’s all by His grace.”

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