Jaime Sya, founder of Kayla Batik Design, leveraged the surge in online shopping during the Covid-19 pandemic (All photos: Low Yen Yeing/The Edge)
There are many reasons that drive people to start their own business. Some crave freedom from corporate bureaucracy and hierarchy while others want to be in control of their own time and finances.
For Jaime Sya, 40, her motivation for establishing a clothing label was rather personal. Kayla Batik Design — named after her firstborn — was founded in 2019 because she wanted to handcraft beautiful dresses for her toddler.
Sya had a stable job working in the insurance sector but decided to step away to focus on her family and embrace motherhood in its entirety. “After having my first child, I wanted more flexibility and the opportunity to explore something personal and creative,” she says.
While browsing websites for children’s clothing, she came across international brands with colourful childrenswear. “I instantly fell in love with the variety of shades and prints,” she recalls.
To her disappointment, these curated vibrant selections were not easily found in Malaysia and it was especially hard to look for children’s traditional attire. Instead of purchasing ready made items, she toyed with the idea of designing some pieces for her little girl, who was one at the time. “I figured others might like them too.”
Equipped with basic sewing knowledge, she pieced together patterns to come up with a dress and cheongsam. “It was challenging because I had a lot to learn about cutting and sizing, but it was incredibly exciting to witness a drawing come to life as a real product.”
1.png
With plenty of time to spare at home during the pandemic, she took up professional sewing lessons to further advance her skills, mastering essential stitches by hand and machine. Though she enjoyed trying new things, she quickly realised sewing and tailoring were not her strong suit. “I decided to focus primarily on the design side.”
Sya was clear about the visual direction she wanted for Kayla’s offerings: bold, bright and rooted in traditional elements. She had only one textile in mind, which was batik. Produced using ancient techniques, the print is crafted with hot wax and multiple dyes, resulting in a striking display of intricate and rich motifs. Given its importance in Southeast Asian culture, she believes batik aptly represents a strong sense of identity. “It is also handcrafted, which makes every piece feel exclusive and one of a kind.”
She has produced essentials such as bibs and bootees, as well as kimonos for special occasions for babies and toddlers from 0 to 36 months. There are also dresses and shirts for children. “Making clothes for little humans is so much fun because I am free to explore playful colour combinations like yellow and purple, pink and blue, or other cheerful pairings.”
2.png
Devising a concept, identifying patterns and selecting fabrics can take a bit of time. Sya normally draws references from festive seasons, random objects, customer feedback or her own children’s requests. Kayla now has a younger sister, and the siblings, who will turn eight and five this year, have quite an opinion about their personal style already. “After deciding on the look, I will sketch some silhouettes and sometimes draw the motifs myself.”
Sya teams up with seamstresses to turn her illustrations into physical prototypes. “We work together to refine the sizing so that the final product is practical and beautiful.”
Once she is happy with the sample, they will start producing the items in small batches, an approach that enables her to monitor the process closely and ensure every creation meets her own standards.
“Our biggest challenge so far has been quality control. As our batik is handmade and imported, we occasionally face issues with defective goods, which cannot be returned to the source once delivered. To address this, we carefully inspect every piece before they reach our customers, and repurpose damaged materials where possible.”
3.png
Launching the business a few months before the Movement Control Order in 2020 had its perks as it greatly benefited from the global online shopping boom during the pandemic. As more people began to discover the brand, there was strong demand for family sets and adult clothing.
However, it was not until she marketed her creations physically that she felt confident enough to expand her range. She recalls having a wholesome experience at a pop-up store she set up at a Chinese New Year bazaar in early 2023. “I realised how much people still enjoyed shopping for clothes in person, being able to see the fabric, feel it, try it on.”
Sya then reached out to boutiques and department stores such as Isetan and Sogo to display her wares. Moving into retail spaces meant that she had to offer more than just a few items on the shelves. Gradually, she rolled out an adult clothing line that included shirts and dresses, as well as an assortment of accessories such as scarves, hats, bags, pouches, lanyards, earrings and coasters.
Tapping into a diverse demographic allows her more creative freedom. The designs for mature customers reflect her own fashion preference, which is more on the casual side. “After becoming a mother, I naturally started leaning towards clothes that are comfortable, functional and easy to wear — but that still look nice and feel unique.”
Batik made from cotton is her favourite. “It is breathable, comfortable in our weather and gets softer after every wash. I like clothes that can move with me throughout the day and that kind of versatility influences the way I create.”
While she used to launch festive collections, Sya has shifted her focus to silhouettes that can be donned all year round. She wants her products to be wardrobe staples, whether worn to the office or official events.
4.png
“Seasonal collections are always fun to put together, and I still enjoy doing them, but they come with a much shorter shelf life and require far more advance planning.
“With non-seasonal pieces, I can make something people can keep wearing and come back to beyond just one occasion. For example, instead of creating trend-based tops for one year only, I would rather do a classic cheongsam-inspired piece that can still be appreciated year after year, just refreshed with different prints and colours. I want the brand to be timeless.
“Ultimately, it’s not just about what I personally like — customer feedback matters a lot too. The shops we work with often give us a good sense of what people gravitate towards.”
Several retailers across the country stock the brand, such as The Labels Luxe TTDI and Localista in Kuala Lumpur and Rerotan in George Town. The online store is currently under maintenance as the team is working to boost their marketing strategy and revise brand direction.
Sya hopes for Kayla to be sustainable and remain relevant among customers of all ages in the years to come. Hence, it is important that she keeps enhancing the system and developing more creative designs with each production.
“It’s so rewarding to know that people genuinely like our style. More than that, I love seeing our pieces help make batik part of everyday fashion. Our customers feel a connection to the brand because we listen to them; we treat their feedback as a collaboration, using their insights to continuously improve and create new collections.”
This article first appeared on April 6, 2026 in The Edge Malaysia.
