Kotagede in Yogyakarta has been renowned for its silver craftsmanship for centuries, with silversmiths producing intricate silverware inspired by Javanese heritage and patronage of the Royal Courts. In recent decades, however, the trade has faced significant decline.

Economic crises, shifts in consumer preferences and the rise of industrial mass-produced jewellery have drastically reduced demand for traditional handcrafted silverware.

To address further decline, silversmiths need to upgrade their skills and stay connected to contemporary design trends. At the same time, competing with mass producers requires rethinking traditional industry structures and considering collaborations and partnerships to benefit from shared cost and marketing advantages.

Selaka Kotagede brings together independent silversmiths to collaborate under a collective brand while modernising traditional craft through design and business training.

The project began as part of the Kotagede Conservation Through Enterprise initiative led by ArkomJogja. The Kotagede silver trade was selected for conservation focus after mapping and documentation of the Kotagede heritage zone revealed that fewer than 30 active artisans remained in a village that was once the hub of Javanese silver craftsmanship.

In March 2014, AirAsia Foundation co-organised a design workshop for Kotagede artisans together with technical experts from the United Kingdom, sponsored by the British Council. The 17 silversmiths who completed the workshop subsequently formed the Selaka Kotagede Silversmiths’ Collective.

The group was guided by AirAsia Foundation to develop a new brand identity and product range designed to appeal to modern consumers. Members also received training in pricing, costing and marketing to strengthen their ability to run sustainable craft businesses. In July 2015, Selaka Kotagede launched its debut collection of 925 silver charms, which began retailing onboard AirAsia Malaysia and AirAsia Indonesia flights.

AirAsia Foundation’s grant strengthens the Selaka Kotagede collective by supporting collaboration, financial access and design innovation among Kotagede’s traditional silversmiths.

Expanding on this first phase, the funding helps to

• Establish a matching silversmiths’ fund enabling members to take small loans and fulfil more orders
• Provide advanced training in design innovation and community organising
• Deliver capacity-building programmes to help members manage and grow their joint brand

These initiatives help artisans strengthen their businesses while sustaining Kotagede’s historic silversmithing traditions.