SUARU is an independent furniture brand focused on well-considered everyday objects.
01
We create pieces that align with our design principles; aesthetic, functional, and unobtrusive.
Our pieces are not about making a statement, it’s about creating products that don’t shout, but rather harmonises well with its surroundings.
Derived from the Indonesian word suara—meaning voice, our name is an identity that reflects our penchant for creating stories through our designs. These narratives are not confined to a single cultural identity, but instead draws inspiration from a global perspective—all in pursuit of creating products with worldwide, universal appeal.
Phonetically, Suaru is also similar to suwaru—an intransitive verb in Japanese that means to sit. And for a furniture brand, we couldn’t think of a name that sits better.
On authenticity…
It’s difficult not to be derivative.
All forms of human creation, be it architecture, graphics, or even in fashion, are created using the same building blocks.
In furniture, unless there is an advancement in technology—like Charles & Ray Eames with moulded plywood, and Marcel Breuer with bent tubular steel, it’s almost impossible to claim that you’ve created something new.
Despite of that, we still try. An idea might not be new, but its implementation can be. We experiment with new approaches, new perspectives, and new typologies—all in the pursuit of creating the classics of tomorrow.
We infuse products with stories—derived from everyday things in life, from all across the globe, in hopes that it will excite and evoke a positive emotional response.
02
Jia Curated 04
On attainability…
Design—it’s a big word with a mixed reputation, too often associated with luxury; the bespoke; and only available to the affluent.
We believe to design is to give form; to give function. Ultimately, to design is to solve a problem—and we’re pretty sure everybody’s got one.
In line with our goal of creating good design for the masses, attainability also comes into focus. We are playing the long game, and that means building a business that can sustain itself.
The goal was never to make our prices as cheap as possible, but rather find the sweet spot between design, quality, and affordability. A fair price allows our designs to be attainable to most—and at the same time, enable us to pay our designers and workers fairly, and ethically source our materials.
03
04
We design everything we make. We also make everything we design.
05
Delve deeper…
Suaru is a brand founded in conjunction with CVP, a seasoned furniture manufacturer based in Indonesia.
As a result of this tight integration, the whole process—from ideation, design, prototyping, manufacturing, and finishing—stays under one roof, until it gets to be under yours.
Read more on our factory below.