Adriana Ferdian has built a career by following her passions, from technology and software to hospitality.
A tech product marketer by trade, Adriana Ferdian has built a career that’s taken her through some incredible companies like Fuji Xerox, Sony, Nike, Vend, and now Timely, a booking and payments software built specifically for hair and beauty businesses.
“It’s been a wild ride working in tech, but I’ve always been driven by a love for storytelling and helping products find their place in the world.”
On the flip side, Adriana Ferdian also owns two Indonesian restaurants in Auckland, Bali Nights and Java. She said that Indonesian cuisine was far and few between in New Zealand, so being able to bring a little taste of home to Kiwis was something she is proud of. She added that it has been a real passion project, blending her love for food, culture, and community.
Ferdian said the most important advice she has ever received was, ‘If you’re comfortable, it means you’re not growing. And if change feels scary, do it anyway.’
She said this has been her north star throughout every twist and turn of her career. She considered growth to be a challenge, a stretch and meant to be scary, not a comfort zone.
An example of this was when she resigned from her corporate job in 2020 to open a restaurant in the middle of a global pandemic.
“It was terrifying. But that little voice reminding me that fear is often the starting point of something incredible? Life-changing.”
Her biggest mentor has no doubt been her Dad, who she said has taught her everything about resilience, pushing boundaries, and the power of simply showing up. She said his curiosity and adventurous spirit were unmatched and that his trademark sense of wonder had been passed down to her.
This industry is constantly evolving, and Ferdian described it as scrappy, resilient, and keeping her on her toes.
“But I’d be lying if I didn’t say the last few years have been brutal. Watching so many incredible places, some of our favourites, close their doors has been heartbreaking. The recession hit hard, and it’s a stark reminder of how fragile this industry can be,” she said.
“But what blows me away is the tenacity of the people in it. Chefs, restaurateurs, front-of-house teams—they keep pivoting, innovating, and pushing forward. It’s that fighting spirit that makes hospitality so special.”
Ferdian would like to see the industry move upwards and onward and, preferably, recession-proof. She would also like to see the industry become more sustainable, not just in the sense of food and sourcing, but in how people are treated within it. She said a better work-life balance, more support for small businesses, and a real focus on community were some ways that the industry could improve. She added that at the heart of hospitality was connection, and that there was a huge opportunity to bring that back to the forefront, especially after the chaos of the past few years.
She said that even though opening Bali Nights was one of the scariest things she has ever done, it is a prized highlight of her career so far. Within months, the restaurant had received awards and gained prominent media attention.
Ferdian is most proud of seeing the cuisine she grew up with being celebrating on the same stage as other global cuisines, a personally touching experience for her.
“Indonesian food has so much heart, history, and soul, and bringing that to Auckland has been a dream come true.”
Ferdian’s two daughters, Zi and Kila, continue to motivate her to be creative and remind her daily on why she does what she does.
“I want them to grow up knowing that they can chase whatever dreams they have, no matter how wild or unconventional. And I want them to see that it’s okay to be scared, to fail, and to try again.”
More news here.
