Jeffrey Yuwono

Jeffrey Yuwono is the Co-Founder and CEO of Sorabel (previously known as Sale Stock). 

He joined the company in 2016, sharing the same vision as Co-Founders Lingga Madu and Ariza Novianti, to make quality and affordable fashion accessible to all Indonesians. Six months after joining, Lingga and Ariza invited Jeffrey to become Co-Founder and President of the company. In 2018, Jeffrey became CEO.

Since joining Sorabel, Jeffrey has played a turnkey role in guiding the company’s direction and operations, and the introduction of its first-of-its-kind delivery model in Indonesia, Coba Dulu Baru Bayar (‘try first pay later’) which is available in 368 cities and over 4340 districts across Indonesia. This model brings the offline experience to customers’ doorsteps. Couriers will wait for 15 minutes on delivery so customers can try on the clothes: if the products don’t fit or meet expectations, customers can return those items directly to the courier, free of charge. 

Jeffrey founded several companies prior to Sorabel. He was the Co-Founder and Director of TCCG from 2009 to 2015, a Singapore-based creative-technology lab that incubates and executes ideas in mobile, games and award-winning advertising. He was also the Founder and CEO of Playtiva from 2007 to 2009, a Singapore-based mobile games company. He also founded Feecha in 2011, a location-savvy news reader app.

Jeffrey has held previous roles in Microsoft as a Product Manager in Washington, and a Consultant at management consulting firm, Marakon Associates, working with CEOs and business leaders across the region. He also spent time in Merrill Lynch, gaining valuable work experience in the financial services industry. 

Jeffrey holds a Bachelor’s Degree in Economics from Duke University and an MBA from Stanford University.