The Journey
My creative path began twelve years ago, quite simply, with greeting cards for friends and family. What started as a small hobby quickly blossomed into a deep passion for design.

During college, I cut my teeth interning at a digital advertising agency, mastering layouts, grids, and typography. After earning my Bachelor’s degree in Design in 2015, I spent nearly two years in the fashion industry, sharpening my eye for visual composition.

The Turning Point
In 2017, life took a beautiful turn. I left my full-time job after getting married to my husband. Alhamdulillah, this new chapter opened the door for us to build something of our own.

Even before leaving the corporate world, I had been experimenting with small merchandise collections and a wedding invitation business in Indonesia. Those experiences sparked a desire to dive deeper into illustration and storytelling.

Hilestory is Born
Founded by myself, Lera Arfileani, and my husband and partner, Firyal Purwanto, Hilestory is the culmination of that journey. While I focus on the creative direction—pouring my love for details into every piece—Firyal [insert Firyal's role, e.g., helps bring the vision to life / manages the business side / is the backbone of our operations].

Together, we ensure that each creation reflects Hilestory’s distinct character: playful, expressive, and brought to life through vibrant, contrasting colors.