Meet the Founder of Her Apparel: Casual and Chic Korean-Style Clothing Line

Meet the Founder of Her Apparel: Casual and Chic Korean-Style Clothing Line image

We spoke to Michelle Darma, the founder and designer of HER APPAREL (, a brand specialized in designing chic Korean-style clothing line that's comfortable for daily wear.

The Beginning

I grew up in Jakarta & studied in Singapore. Since I was a student, I’ve always known that I wanted to have my own business. I started HER APPAREL in April 2017. In our first year, we only became a reseller. I wanted to take furter steps and in the midst 2019, we started to self-manufacture. 


Specialized in casual & chic Korean style clothing that’s comfortable to wear. HER APPAREL used playful color fabrics, create a lot of crop tops as well as some cute semi-formal shirts for daily wear. Being able to wear clothing that is comfortable and easy-to-style sparked the idea of HER APPAREL. 


We found our inspiration basically from anywhere: Pinterest, Korean Drama and artists. As someone who loves fashion and shopping, looking at people’s outfit and pretty clothes are  something we enjoyed the most. 

Our design process starts with a combination of a few things. We review our most recent collection and analyze characteristics of styles that were received well and that could possibly be carried through into the next collection. Some of our customers also love to give us some inputs and inspiration, they even sent us pics of the clothing that they would love to have. We always listened to their requests. We create for them. 


Her Apparel’s customers are my motivator. Sound cliche, I know, but it’s the fact that I can’t deny. Starting out this business has never been easy, there are always challenges and times where i feel like giving up but then just as simple as a “good feedback” and seeing “customer’s enthusiasm” towards our collection really made our day and motivates us to work even harder. We’re truly grateful to have our customers. They are our friend, motivator and support system.

However, as a human being, of course there are times when i feel bored, de-motivated, and ran out of content ideas. In that case, i always take some time off, read some books and do something I love such as watch Netflix or bake. I also have a day off every once in a week to basically re-charge.

Favorite Quotes

“Women need to shift from thinking “I’m not ready to do that to thinking ‘I want to do that and I’ll learn by doing it.” -Sheryl Sandberg

Having a business is surely a roller coaster ride (well, at least for me) and continuous learning process. Don’t forget to enjoy the journey, invest in yourself and trust the process. I always believe everyone has their own timeline, always do your best and let God do the rest.


Heir Necklace & Iris Ring