Consistent Innovation Earns Semar Nusantara Top Brand Choice Awards 2025

The world of jewelry is sparkling once again. This year, gold store Semar Nusantara swept four prestigious accolades at the Brand Choice Awards 2025, winning for the Gold Earrings, Gold Rings, Gold Necklaces, and Gold Bracelets categories.

The awards were presented by INFOBRAND.ID and TRAS N CO Indonesia to brands that have successfully built superior digital performance in the marketplace and become the primary choice for Indonesian consumers.

Recognition for Consumers’ Brand of Choice
CEO of INFOBRAND.ID, Susilowati Ningsih, stated that the Brand Choice Award is a form of recognition and appreciation for brands that have successfully maintained consumer trust through marketplace channels.

“This year marks the 15th anniversary of the Brand Choice Award. This proves that the award is widely accepted by Indonesian brands, as the logo can enhance consumer confidence in choosing a brand, which ultimately increases sales in the marketplace,” explained Susilowati during a press conference in Jakarta (4/11).

Meanwhile, Tri Raharjo, CEO of TRAS N CO Indonesia, added that only brands capable of adapting, innovating, and building strong digital brand equity can survive in the face of tight digital competition.

“Aside from product strength and communication, the shopping experience is also a crucial factor in maintaining customer loyalty,” he said.

The foundation for the awards was the Brand Choice Index 2025 Research conducted by TRAS N CO Indonesia. This research measures a brand’s electability in the Indonesian marketplace using three main parameters: Digital Brand Awareness Aspect, Digital Consumer Reviews & Rating Aspect, and Digital Consumer Choice Aspect.

The research, conducted from June to September 2025, involved 319 product categories and over 3,000 brands, recording a cumulative 354.1 million transactions and an average rating of 4.85 out of 5.

Consistency and Innovation: Semar Nusantara’s DNA
Behind this achievement, Semar Nusantara proves itself as a local brand capable of adapting without losing its identity. During a Q&A session with the media, Yohanes Chandra, a representative from Semar Nusantara, explained that consistency in providing the best products and services has been the key to the company’s success since its establishment in 1969.

“First, we are always consistent with our commitment to give the best for our customers,” said Chandra. “We are also consistent in staying focused on the jewelry business itself. Many businesses that started with gold have shifted to other fields, but we remain focused and continue to innovate to present the latest products.”

One key innovation Semar Nusantara has implemented is the latest technology called Iron Tech. This technology allows gold to appear large and luxurious but with a lighter weight.

“This technology is suitable for those of us who want large gold jewelry, but the price is currently very high. So this technology makes it possible,” Yohanes stated. “Our Smart Gold products also use this technology.”

In addition to technological innovation, regeneration is also a significant factor in maintaining the brand’s relevance amid constantly changing trends.

“For the latest types of jewelry, Semar Nusantara is now in its second generation. It’s not just the senior generation anymore; we have many young people. The jewelry models always follow market trends so we don’t get left behind,” he explained.

Transparent Pricing and 24/7 Service
Beyond focusing on design and technology, Semar Nusantara prioritizes the values of honesty and price transparency as part of its service to consumers.

“The prices at our store are transparent. Whatever price is displayed is what is paid. There are no additional costs when purchasing,” Yohanes said. “Our prices also always follow the market price—when gold goes up, we go up; when it goes down, we follow suit.”

According to him, this is important so that consumers do not hesitate to use jewelry as a form of investment.

“Not just gold bars, but jewelry can now also be a form of investment,” he added.

One innovation that has garnered attention is the 24×7 (24-hour nonstop) service for online purchases. This step was taken because Semar Nusantara observed the shopping trend of the public, especially the younger generation, who often conduct activities outside conventional hours.

“We can’t predict when they actually want to buy. Nowadays, young people sometimes have their activities reversed. There was once a YouTuber who bought a luxury car at 1:00 AM,” Chandra recounted.

“Seeing that phenomenon, we decided to present a 24×7 live service for our online market. So interaction remains, even during late hours.”

This 24-hour live shopping service program has been running for about six months and is showing positive results.

“In reality, there are still people buying at those hours. The numbers are even continuously increasing,” Chandra noted.

Growing Constantly, Never Complacent
With a spirit of continuous development, Semar Nusantara now has more than 25 offline branches and 5 online branches, totaling around 30 outlets across Indonesia.

“We used to have only one branch. Now you can see for yourselves, we have grown rapidly,” Yohanes expressed. “But we are not easily satisfied. We always want to grow and continue to grow.”

Consistency in innovation and service makes Semar Nusantara more than just a gold store; it is a symbol of trust and pride for Indonesian consumers.

The success in winning the Brand Choice Awards 2025 is clear evidence that amid dynamic digital competition, a local brand can still shine with commitment, honesty, and sustainable innovation.