The Courage to Start Again
What does it take to leave behind the familiar, move across the world with your family, and start a fashion brand in a city where you know no one?
Meet Paula, the founder of KLAYD – a beautifully curated fashion label built on intention, versatility, and quiet confidence.
Originally from Indonesia, Paula already had a thriving label back home called Barecurve. But she had a bigger vision: to create elevated, everyday basics that could speak to an international audience. Clothes that empower women. Pieces that make you feel more you. That vision became KLAYD. So she packed up her life, moved to London with her husband and son, and later gave birth to her second child – all while laying the foundation for a brand built from scratch.
“I didn’t know anyone. I just knew I wanted to bring KLAYD to life – and London felt like the right place to try.”
Clothing That Complements – Not Competes
KLAYD isn’t about fast fashion or trend chasing. It’s about thoughtful pieces that effortlessly slot into your wardrobe and make you feel confident every time you wear them. The fabrics are soft, the cuts flattering, and the versatility unmatched.
Paula produces everything in Indonesia, working closely with her long-standing partners to ensure quality and consistency – while keeping the soul of her work rooted in her home country.
“You shouldn’t need a million basics. You just need the right ones.”
The Highs, the Lows, and the Leap of Faith
The journey hasn’t been easy. In her interview with Viedelle, Paula shared that there were moments she almost gave up – times when the pressure of motherhood, entrepreneurship, and starting over felt like too much.
But just as she was ready to pause, the universe showed up. She landed a wholesale deal with Anthropologie, with more offers now coming her way.
“Something always happened at the right time to keep me going. A reminder that it’s worth it.”
Her Biggest Lesson? Do It Yourself
Paula’s approach is grounded and honest. One piece of advice from the interview stuck with us:
“In the beginning, do as much as you can yourself. You’ll save money- but more importantly, you’ll learn everything about your business. What works, what doesn’t. That knowledge is power.”
Why Stories Like Paula’s Matter
KLAYD is a testament to what happens when you trust your vision, even if it means moving to a new country with no safety net. Paula’s story is one of grit, grace, and genuine creativity – and proof that you don’t need to wait for the perfect time to start. You just need to begin.
She also highlights how important it is to have a supportive network, like Viedelle, when building from the ground up. Whether it’s finding suppliers, connecting with collaborators, or just having someone to lean on – that community makes the leap a little less daunting.
From Jakarta to London, from a suitcase to a standout international brand – Paula’s journey reminds us that great things start with a bold step. And that sometimes, that step leads to a brand like KLAYD.
Effortless. Empowering. Elevated. That’s KLAYD – and that’s Paula.