From Idea to Identity: Building a Brand from Scratch

March 15, 2026

Building a brand is a challenge many entrepreneurs, creatives, and professionals think about — but few see what happens behind the scenes.

In this breakfast conversation, we’ll explore the real journey of turning an idea into a brand, including the creative decisions and business strategy involved.

What you’ll learn:

• How to turn a personal vision into a real brand identity

• The process of designing products and building a collection from scratch

• What it takes to source quality materials and manage production

• How storytelling and values shape a brand that customers connect with

• Lessons learned from building a brand step by step

Whether you are interested in entrepreneurship, creativity, or brand building, this session offers insights into how ideas become real businesses.

Agenda:

08:15 Registration & Group Photo
08:30 Sharing Session
09:15 Mingling

*IPWS reserves the right to alter the above agenda at any time.

About the Speaker

Barbara Elisabeth Freiman

CEO/brand owner of coco&ray (kids fashion brand)

Barbara Freiman is the founder and designer of coco&ray, a children’s fashion brand where refined design, emotional awareness, and sustainability come together. With a strong foundation in fashion design and professional experience in family coaching, she brings a holistic perspective to how children dress, grow, and feel. Since 2021, coco&ray has been a permanent part of Fashion Week in Shanghai, reflecting Barbara’s international design vision and growing global presence. Her collections are defined by exceptional fabric quality, thoughtfully engineered cuts, and a distinctive design language that balances elegance with comfort. Working with carefully selected, durable materials, she creates timeless pieces designed to last far beyond seasonal trends. Rejecting fast fashion and disposable design, she believes in clothing that stays, creates memories, and supports children in growing up with confidence, ease, and joy. Sustainability for her means conscious production, longevity, and garments that are easy to care for — made to be worn, loved, and passed on.