MEET COCO EFFENDI
Founder and Creative Visionary of INDAH Couture
Coco Effendi is the founder and creative visionary behind INDAH Couture, a jewelry brand shaped by beauty, travel, spirituality, sustainability, and conscious luxury.
Before INDAH Couture became a jewelry brand, Coco was already known for her creative eye as an international beauty artist. Her work has always been about more than appearance. It has been about transformation, confidence, energy, and helping people feel connected to their own beauty.
That same philosophy now lives inside every INDAH Couture design.
Born in the serene Okanagan Valley of British Columbia, Coco grew up surrounded by natural beauty, open landscapes, and a deep appreciation for creativity. Her journey later expanded far beyond Canada, taking her through more than 25 countries and exposing her to different cultures, rituals, art forms, and ways of living.
Through travel, beauty, and design, Coco developed a unique creative language, one that blends elegance with soul, luxury with intention, and fashion with purpose.
FROM BEAUTY ARTIST TO CREATIVE VISIONARY
Coco’s first creative world was beauty. As an international beauty artist, she built her career around detail, personal expression, and the art of helping people feel powerful in their own skin.
Her passion eventually led her to create Purnama Style Lounge, a distinctive beauty and jewelry sanctuary in the Okanagan Valley. The name Purnama comes from Sanskrit and means full moon, reflecting Coco’s deep lunar connection and her belief in cycles, feminine energy, renewal, and transformation.
Purnama was never just a salon or boutique. It became a space where beauty, jewelry, ritual, and personal empowerment could meet. This foundation became part of the soul of what INDAH Couture would later become.
Her design journey reached a major milestone when Coco launched her Hair Couture Line at the historic Villa Casuarina, the former Versace Mansion in Miami. The success of that moment led to another opportunity when the event director invited her to create an exclusive collection inspired by Gianni Versace.
During Art Basel, Coco presented the collection in a live art show inside the mansion’s courtyard, blending fashion, hair couture, art, and performance in a way that captured her fearless creative spirit.
This experience helped define Coco’s place as a designer with a bold vision for sustainable luxury, wearable art, and conscious design.
THE BALI CONNECTION
Although Coco’s journey has taken her across the world, Bali holds a special place in the story of INDAH Couture.
Known as the Island of the Gods, Bali deeply resonated with Coco through its beauty, spirituality, rituals, ceremonies, and connection to nature. Through meditations, sound baths at The Pyramids of Chi, and ceremonies with her Balinese priestess, Coco felt a deeper calling to create something that was not only beautiful, but meaningful.
This connection became the foundation for INDAH Couture.
The brand was born from Coco’s desire to create jewelry that carries energy, intention, and soul. Each piece reflects a blend of Bali’s sacred atmosphere, artisan craftsmanship, feminine strength, and Coco’s lifelong love for beauty and design.
INDAH Couture is not simply about wearing jewelry. It is about wearing a story.
JEWELRY WITH PURPOSE
INDAH Couture was created to be more than a fashion label. It is a brand built around conscious design, sustainable values, artisan work, and giving back.
Coco believes jewelry should feel personal. It should hold meaning, carry energy, and remind the person wearing it of their own strength, softness, beauty, and power.
Each piece is designed with intention and crafted to feel timeless, expressive, and deeply connected to the person who wears it. From goddess rings and moon inspired designs to bold statement pieces and delicate handcrafted details, every collection reflects Coco’s world of ritual, travel, femininity, and mindful luxury.
The designs are made for women who want more than accessories. They are made for women who want pieces that feel alive, symbolic, and connected to something deeper.
HANDCRAFTED IN INDONESIA
A key part of INDAH Couture is its relationship with Indonesia and the artisan communities behind the work.
The jewelry is handcrafted in Indonesia using traditional techniques, detailed craftsmanship, and materials chosen with care. Coco works with artisans whose skill, patience, and heritage bring each design to life.
This artisan connection is central to the brand. Every piece carries the human touch behind it, making the jewelry feel personal and meaningful rather than mass produced.
Through INDAH Couture, Coco continues to support Indonesian communities, families, and craftsmanship, while helping preserve the beauty of handmade design.
CONSCIOUS LUXURY AND GIVING BACK
For Coco, luxury should not only look beautiful. It should also carry responsibility.
INDAH Couture embraces eco conscious and fair trade values wherever possible, with a strong focus on mindful creation, community support, and giving back.
The brand is connected to charitable initiatives that support people, animals, and the planet. INDAH Couture has supported families in Indonesia, educational and nourishment based initiatives, and animal rescue efforts through Angel of Paws Bali.
For every piece of jewelry sold online, a tree is planted, allowing each purchase to become part of something bigger than the piece itself.
This is the heart of Coco’s vision: jewelry that empowers the wearer while also creating a positive impact beyond the sale.
THE SPIRIT OF INDAH COUTURE
INDAH means beautiful, and that meaning lives at the center of the brand.
To Coco, beauty is not only how something looks. It is how it is made, what it represents, how it feels, and the energy it carries.
INDAH Couture brings together Coco’s journey as a beauty artist, designer, traveler, spiritual seeker, and creative visionary. It reflects her love for Bali, her connection to the moon, her respect for artisan craftsmanship, and her commitment to creating pieces with purpose.
Every design is made to help the wearer feel confident, radiant, grounded, and connected to her own goddess energy.
INDAH Couture is where beauty meets intention.
Where fashion meets soul.
Where jewelry becomes a symbol of mindful living.
DISCOVER INDAH COUTURE
Explore handcrafted jewelry inspired by Bali, created with intention, and designed to empower the modern goddess.