BARBARA Freiman from Germany brings her love for craftsmanship, individuality and timeless design to life through her children’s fashion brand, coco&ray. Born from her belief that clothing can tell stories — of love, courage and joy — coco&ray is more than a label; it’s a creative movement celebrating authenticity and the art of making things by hand. With a deep respect for quality and sustainability, Barbara infuses each design with the same warmth and honesty that define her journey — from her first sketches to the lively community she’s building in Shanghai today.

Before we talk about coco&ray — would you please introduce yourself?

I’m Barbara Freiman, the heart and founder behind coco&ray — a brand born from my love for craftsmanship, individuality and timeless design. To me, fashion is more than clothing; it’s a way to express who we are and how we feel. I’ve always been drawn to fine fabrics, beautiful cuts and the magic that happens when handwork meets creativity. My goal is to create pieces that radiate warmth, confidence and meaning — garments that make you feel truly yourself.

Every coco&ray design is crafted with care, precision, and respect for quality and sustainability. After years of learning and dedication, I continue to design from the heart for women and children who value beauty, honesty and authenticity. Through coco&ray, I want to share my belief that fashion can tell stories — stories of love, courage and joy.

Why did you decide to strike out on your own to build up a children’s fashion brand?

I founded coco&ray because, as a lifelong lover of design, fabrics and craftsmanship, I was frustrated by the abundance of mass-produced children’s clothing that lacked imagination and color. I believed children deserved original, high-quality garments — made with love, playful details and sustainable materials.

When my family moved abroad, it felt like the perfect moment to follow my dream and bring my vision to life. That’s how coco&ray was born — out of passion, courage and a desire to create something truly meaningful. With coco&ray, I want to bring joy, confidence and authenticity into everyday life while staying true to quality and mindful design.

What makes Shanghai’s business environment so remarkable?

Shanghai is incredibly inspiring because it’s where creativity, ambition and innovation meet like nowhere else. The city’s energy is contagious — people are driven, open-minded and unafraid to take bold steps.

Working with Shanghai Fashion Week has been an amazing experience; their insight and understanding of both local and international markets made navigating Shanghai’s fast-paced environment not only possible but exciting.

Being here has taught me to adapt quickly, stay innovative and keep the joy of creation alive, even in a competitive business world. Shanghai isn’t just a place to do business — it’s a city that constantly challenges and motivates me to make coco&ray better, stronger and more meaningful every day.

What are you trying to bring to the local community?

We’re working hard to connect coco&ray with the local community in Shanghai. That means participating in offline markets, where people can see, touch and experience our products in person.

Starting in November, we are also offering design and catwalk lessons for children, helping us engage with families and build a creative, joyful community in the city.

On Xiaohongshu, we share daily posts — styling ideas, outfit combinations and clothing care tips — because it’s not just about selling a jacket; it’s about celebrating individuality through fashion.

Every piece we design is meant to be an It-Piece — something that highlights personality, expresses character and makes a bold statement.

What are the biggest challenges of setting up a business here? How do you stay motivated?

Building a business in Shanghai is both exciting and demanding. The pace is fast, competition is fierce, and balancing local preferences with a brand’s own identity takes constant learning. Logistics, regulations and finding the right partners can be daunting at times.

What keeps me motivated is my passion for coco&ray — and the joy of seeing families engage with our creations. Every smile at a market, every kind message online, every child confidently walking our catwalk lessons — these moments remind me why I started.

I focus on the bigger picture: building a community, creating meaningful fashion and sharing something beautiful that inspires confidence and self-expression.

What was the moment that made you most proud?

Just thinking about this question makes me emotional. I’ll never forget our first catwalk, our debut at Shanghai Fashion Week, the first company video, our Taobao shop launch, or even our first WeChat post — each of these moments felt monumental.

But one experience stands out: overhearing two women talk about coco&ray. They complimented my designs, praising the beauty and uniqueness of everything I had put my heart into. One even said I was an amazing woman for building this from scratch. That moment deeply touched me and reminded me exactly why I do what I do.

What are you working on?

Right now, I’m focused on growing coco&ray through community engagement. We have launched design and catwalk classes for children — teaching them how to express themselves and gain confidence on stage.

Next year, we’re planning collaborations with other fashion shows in China, which I’m incredibly excited about. There’s a lot ahead, but it’s deeply rewarding to see our brand and community flourish together.

Who is the female role model that inspires you?

Coco Chanel has been a huge inspiration — mainly for her design vision, not necessarily for her personal views. I also deeply admire Karl Lagerfeld, whose creativity and discipline left a lasting mark on fashion.

Beyond that, I’m inspired by every woman who moves forward with kindness, purpose and courage — women who act for themselves and others, who are socially conscious, and who lift each other.

I believe women shouldn’t see each other as competitors but as collaborators — a community working together to make the world better.