Indonesian small business, Boneka Jelek, whose brand name translates to "ugly plushies", creates custom handmade plushies based on anything the customer desires. This frequently translates to making dolls from favourite children’s books, pets and many more. The results are plushies that help the brand’s primarily adult clientele to embrace their inner child. To help them honour their childhood memories, whether they are good ones, bad ones, or fuzzy ones so that they can foster better mental health today. This is why Boneka Jelek's work is aligned with the United Nations Sustainable Development Goals of Responsible Consumption and Production and Good Health and Well-Being.
One of the most prominent ways that Boneka Jelek helps nurture a person’s inner child is by embracing “ugliness” or imperfections. The plushies are intentionally made to be “ugly” mimicking a child’s drawing. These plushies are not inhibited by the need to conform or perform for anyone, as adults are required to while living in a modern society. Hence, these plushies help their creators cultivate a space for authentic self-expression, which in turn also helps their clients cultivate a similar space.
Authentic self-expression has been linked to higher mental health quality, and psychological satisfaction, and has been known to boost performance at school and work. Just like the plushies by Boneka Jelek, authentic self-expression is achieved when people express themselves without the need to impress others. In Boneka Jelek, this is seen in how the dolls are “ugly” serving only the gaze of their creator and the patron who had commissioned it. This creates dolls with faces that “only a mother could love” that give back the same level of emotional satisfaction often associated with positive parenting.
Boneka Jelek's handmade "ugly" plushies provide a unique avenue for fostering mental well-being by encouraging authentic self-expression and helping adults reconnect with their inner child. By embracing imperfections, the brand creates a space for customers to honour their childhood memories and express themselves without societal pressures. These one-of-a-kind plushies, made with intentional "ugliness," offer emotional comfort and promote positive mental health. Through their creations, Boneka Jelek proves that imperfection can be both meaningful and therapeutic.
Find out more about plushies and other initiatives by Boneka Jelek on their Instagram @bonekajelek___.