Morfby was born from the entrepreneurial spirit and the dream of a local resident of Kedensari, Makhbub Junaedi. The journey began in 1995 under the name UD Rafi Jaya, with an initial capital of only IDR750,000. Despite the limited resources that restricted large-scale production, the industry was highly supportive at the time. Tanggulangin was at its peak as a leather craft center.

As time went by, the business experienced steady growth. In 2019, Mr. Junaedi decided to rebrand the business under a new name, Morfby. It has become a leather products business that specializes in hand-carved artistry. From bags to shoes, Morfby offers a wide range of handcrafted leather goods, including handbags, tote bags, clutches, wallets, keychains, belts, and more. Morfby prioritizes elegant and artistic carvings as well as comfort and premium material quality. Like the products Morfby offers, the brand cares for its customers in a uniquely thoughtful way.

Throughout its journey, Morfby has received several awards and participated in various local and international exhibitions. With his background as a trainer, Mr. Junaedi also often took Morfby products with him during work trips to other cities. This became a way to promote the brand and share Morfby's story with a broader audience. Today, Morfby's craftsmanship has captured the interest of both local and international customers. Its overseas clients are from Timor Leste, Malaysia, Belgium, and the Netherlands, showcasing how far the Morfby name has travelled beyond Indonesia.