We started out as an accessories line named Nefertiti Jewelz, inspired after ancient Egypt powerful icon Queen Nefertiti known for her beauty, modernity, and style. Soon after we started to gained interest from the fashion industry. We were very lucky to be featured in local media such as Gogirl!, Cosmo Girl, Grazia, ELLE Indonesia, Dewi, and Femina magazines. Our unique accessories were also spotted several times in local and foreign fashion blogs.
Thanks to the love we received from our customers, what started out as little accessory project quickly had to multiplied its production by twenty times in just two years. By taking advantage of online platform like Ebay, the line managed to peek through international market and after a while we started getting orders from customers around the world like USA, UK, Australia and even from countries like Latvia, Malta, and Solomon Island. Prompty the concept outgrew its former shell and not before long women clothing line was added to the label. It turns out later that this ready to wear becoming the primary business of the brand.
The creative talent behind the label is designer Prita Widyaputri. Prita taste for effortless-cool-modern silhouettes was crafted by taking design and pattern classes at LaSalle College. Her business savvy was also enriched by her former studies in Psychology where studies focused on Consumer Behavior, Marketing, and Retail Branding.
In 2013, Prita’s unique journey is recognized among many of applicants by the industry fashion experts such as Svida Alisjahbana, Petty S. Fatimah, and Anne Avantie who served as the competition judges when she entered a entrepreneur competition of Femina magazine. Femina magazine articles quoted moments of the judging process then where designer Anne Avantie appraising her as “(at a young age yet) is very talented it makes me proud”. Prita was awarded as one of the winners of Femina Women Entrepreneur competition in year 2013.
The following year she was chosen to participate in Indonesia Fashion Forward. An exclusive business coaching program held by Jakarta Fashion Week, British Council, and Center of Fashion Enterprise (CFE) London. Encouraged and mentored by experts such as Toby Meadows, Angela Quaintrell, Sanjeev Davidson, and Wendy Malem, Prita debuted a more sophisticated line of NFRT in Jakarta Fashion Week 2014 runway.
NFRT presence in urban lifestyle gives the comfort of ready-to-wear clothing for various occasions. This line is set out to be an exclusive division utilizing high quality material and is best summed up as a mixture of modern and urban, with a sporty mix aesthetic.