Elsa Helmia Puteri

Her role

What she holds

Hibrkraft began work in 2011 and took the Hibrkraft name in 2013. In 2024 it was incorporated as PT Hibrkraft Kreasi Indonesia, and from that year Elsa has led it as CEO.

Two things are hers: operations — how an order runs from the first conversation to the parcel going out — and commercial, including corporate orders and white label work.

The workshop work itself stays with Ibrahim Anwar, its founder and bookbinder. Binding, tanning, repairing and conserving books are not parts that can be delegated.

Her background

From digital marketing to a leather workshop

Her background is digital marketing, and it shows in the way Hibrkraft works today: a workshop whose products are made by hand one at a time, but whose orders arrive, are tracked and are answered through digital channels.

That combination is what lets a single order and a corporate order of several hundred be handled by the same workshop, without either becoming the second priority.