LUCEDALE was started back in 2009, as a photography blog called 'the sunflares plethora' by Claradevi Handriatmadja. It was a personal journal about Clara's passion for photography and vintage-related culture. Gradually, the blog was gaining readers from around the world and reaching up to 12000 pageviews/day. Since 2011, the blog name was changed into LUCEDALE for simplicity reason, following Clara's photography alias name, 'LUCE'. Now the blog has evolved into inspiration-sources and Clara's personal intake on style-related content. The blog was awarded as The Best Fashion Blog in 2011 by Indonesian Blogging Community (PESTA BLOGGER) and now have more than 11.700+ subscribers, hitting 6 million pageviews in June 2104 and growing more than 250000 impressions monthly.