From Local to Global Impact: Ayu Husodo’s Inclusive Business Journey

When Ayu Husodo founded Strawberry Patch in Australia in 2007, she never imagined the business would one day connect artisans with customers across international markets.

Built on a commitment to craftsmanship, women’s empowerment and sustainable production, Strawberry Patch has grown steadily over the years. Ayu has continuously sought new knowledge, skills and partnerships to strengthen both her business and its social impact.

Her Australia Awards journey began in 2002 when she participated in a Short Course on Micro, Small, and Medium Enterprise (MSME) Exports at Monash University.

Several years later, Ayu returned to Australia to undertake a design program at Technical and Further Education (TAFE) in Sydney, further deepening her understanding of design, business development and international markets.

‘Australia always feels familiar to me. I have lived there, studied there, and now I see it as a natural market for my products,’ Ayu said.

More than two decades after her first Australia Awards experience, Ayu returned in 2024 to join the Australia Awards Short Course on Women-led MSMEs – Ready to Export, delivered by the Royal Melbourne Institute of Technology (RMIT).

For Ayu, the program provided an opportunity to refresh her export expertise, reassess her business strategy after the pandemic and explore practical approaches to expanding into international markets.

‘It had been years since I last studied exports formally, so I applied again. The short course helped me understand what small businesses need to prepare before entering the Australian market. I believe we must do the basics right before going global,’ she explained.

Turning Research into Opportunity

Before departing for Australia, Ayu announced on Instagram that Strawberry Patch would soon be available in Australia, making it easier for customers to access her products. Unexpectedly, the post reconnected her with a former buyer, who later introduced her to Out of Kansas, a Melbourne-based boutique specialising in artisan and sustainable products.

‘At that stage, the discussion was still early. They liked our concept and the products, but we had not yet talked about the details. I wanted to finish the short course first, because I knew I would gain insights that could help me approach the collaboration more effectively,’ Ayu recalled.

The short course became a valuable opportunity for market-research. While in Melbourne and Sydney, she carefully observed consumer behaviour, including the types of bags Australians carried, the designs, colours and functions they preferred. She also spoke with shop owners and customers to gain a deeper understanding of local preferences.

These observations helped her move beyond assumptions and make evidence-based decisions about product design and market positioning.

‘The short course taught us to do small but practical research. Without that experience, I might have offered products based only on Indonesian tastes,’ she said.

Embedding Inclusion into Business Growth

Another key aspect of the course was its focus on Gender Equality, Disability, and Social Inclusion (GEDSI).

For Ayu, the framework resonated strongly with both her personal values and business aspirations. She saw an opportunity to build a business that not only generated revenue but also created more inclusive economic opportunities for underrepresented groups.

As part of her Award Project, Ayu developed an initiative that integrated GEDSI principles into Strawberry Patch’s operations.

She partnered with Pusat Pelatihan Kerja Daerah (PPKD) South Jakarta, a government-run vocational training centre that equips community members with practical skills in sewing and craftsmanship. The centre also supports women with disabilities to access sustainable livelihoods.

‘We trusted PPKD because they consistently prepare their trainees with practical skills. By working together, we could build a stronger production base, which is essential for exports.,’ Ayu said.

Through this partnership, ten participants joined a training programme, including six women. Two women with disabilities who specialised in handicrafts later became part of Strawberry Patch’s production team, supporting sewing, finishing and quality control processes.

‘The women with disabilities who joined us already had strong skills, but opportunities in the formal job market were limited. At Strawberry Patch, they work as equal partners in ourproduction process. Their contribution is meaningful for them as professionals and for us as a business that values inclusivity,’ Ayu said.

Building Partnership Across Borders

In March 2025, Strawberry Patch officially launched its collaboration with Out of Kansas.

The boutique began stocking three products: foldable reversible bags, children’s aprons and reusable fabric birthday banners. Each product reflected not only the craftsmanship of local artisans but also the inclusive values embedded within the company’s production model.

‘Our products are artisan pieces, not mass-produced. When customers buy them, they are also supporting the women and people with disabilities who are part of our team,’ Ayu said.

Entering the Australian market created a new avenue for growth. While Ayu has always prioritised sustainability over rapid expansion, the export partnership delivered tangible business benefits.

‘At the beginning of 2024, before the short course, we were doing well locally. But after we started collaborating with partners in Australia, we saw a 20–30 per cent increase in revenue. For me, that shows the importance of opening new markets,’ she said.

The Australia Awards network also became a source of new partnerships and ideas.

Through connections with fellow alumni, Ayu collaborated with Tiar Handicraft in Gorontalo to develop children's clothing featuring Karawo embroidery and with Yagi in Aceh to create pouches from fabric offcuts.

‘Collaborating with fellow alumni is especially meaningful because we share the same spirit fostered through the short course.. We don’t just talk about business; we also talk about how to create impact in our communities. That makes the partnership stronger and longer lasting,’ Ayu said.

A Vision for Inclusive International Growth

Looking ahead, Ayu is continuing to explore new opportunities in Australia and beyond.

She is developing partnerships with small businesses in Perth and Adelaide while also exploring opportunities in Japan.

‘Australia is big, but it is also very connected. I make sure each partner carries different products so they don’t compete with each other. That way, all of us can grow,’ she explained.

For Ayu, exports are not simply about entering new markets. They are an opportunity to build relationships, share ideas and create economic opportunities that benefit a broader community.

As Strawberry Patch continues to expand internationally, she remains committed to strengthening inclusive employment, supporting local artisans and building partnerships that generate lasting impact.

‘At the end of the day, we want the business to grow and create a wider impact. Exports are part of that, but the real goal is to grow together with our partners: women, people with disabilities, and fellow entrepreneurs,’ she said.