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After years of toiling in stable nine-to-five jobs, Diajeng decided she wanted to do more for Indonesia. Combining her talent for all things visual and a huge need in a largely untapped market, she seized the moment and launched HijUp. From bootstrapping with two employees and doing everything herself, the site is now the largest online marketplace for everything fashionable a Muslim would need. Beginning from Diajeng’s own quest to find quality, stylish and affordable hijab during her of office years, now HijUp has even branched out to men’s clothing and carries more than 70 brands.