Start Lab

The Step-by-Step Path To
Your Fashion Brand The Right Way

The structured foundation for first-time fashion founders who want to build their brand properly. Supported by AI and guided by 15+ years of real-world brand building.

I'm in!

FEATURED IN:

Go from idea → first collection → production-ready, without wasting
money and guessing your next move.

You’ll use clear frameworks, guided step by step roadmap, and AI-supported methods to think through key decisions.

This is not a launch or marketing program.

This is the step before that.

Start Lab exists because new fashion founders should not feel lost, rushed, or pressured to sell before their brand is actually ready.

If you want to build your fashion brand properly, this is where you start.

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If you’re here, chances are this feels familiar

You have a fashion brand idea, but:

you’re not sure if it’s actually viable
you’re overwhelmed by advice, trends, and opinions
you don’t want to waste money on expensive mistakes
you don’t know what to work on first & what to do next
you want clarity before investing in samples or production

Most founders don’t fail because they aren’t capable. They fail because they skip foundations and rush to “launch.”

Start Lab was designed to stop that!

I'm ready

Built on 15 years of experience working alongside 1,500+ fashion brands.

Why most fashion programs don’t work

Most fashion education falls into one of these traps:

❌ Too much theory. You learn about so many things, but still don’t know what to do next and how to apply it to your brand.

❌ Too much AI hype. You get prompts but no idea how to turn them into real decisions that work in actual fashion businesses.

❌ Too much pressure to launch. You’re told to sell before your product, pricing, or production is ready.

Start Lab does none of that!

It builds your foundation before you move.

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✔ define a niche with real demand

✔ build a brand strategy and visual direction

✔ design a realistic first collection

✔ communicate confidently with manufacturers

✔ source fabrics and materials properly

✔ price your products profitably

✔ build a production-ready plan

This isn’t hypothetical. It’s structured execution.

Inside Start Lab, you will master how to:

I need this

AI does not replace you!

AI is a thinking assistant — not a shortcut.

You still make the decisions. You are still the CEO.

Start Lab uses AI to:

accelerate clarity
remove overthinking
structure your decisions

But it never replaces your leadership.

Start Lab is for you if:

you’re in the idea or pre-launch stage
you want to avoid early-stage mistakes
you want clarity before spending money
you want to start a brand and need structure, not chaos
you’re not a designer & have never done manufacturing
you’re building alongside a job, family, or limited time

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This program works especially well if you’re:

✔ a first-time fashion founder

✔ transitioning into fashion from another career

✔ an overthinker who needs structure

✔ serious about building something real

you want someone to build your brand for you
you’re looking for daily feedback or 1:1 coaching
you’re already selling and scaling
you want marketing hacks, ads, or influencer strategies

Start Lab is not the right fit if:

How Start Lab works

Start Lab is structured to reduce overwhelm and force progress.

Each module represents a critical stage in building your brand
Lessons are self-paced and concise so you can stay focused without burning out
Each lesson centers around one key decision
Every lesson ends with a clear, actionable step
AI is integrated through guided prompts to support strategic decision-making and execution

The recommended time commitment is 2–3 hours per module.

OK! I'm in!

Less overwhelm. More progress.

By the end of Start Lab, you will have:

✔ a clear brand direction

✔ a defined niche and target customer

✔ a brand story and visual identity

✔ a realistic first collection

✔ a manufacturing and sourcing plan

✔ production-ready systems

✔ costing, pricing, and legal clarity

✔ confidence to move into launch mode

You will no longer be “figuring it out.”

You will be building deliberately.

Join here

What’s included

Welcome & How Start Lab Works
Orientation, expectations, tools, and community structure.
- LESSON 1.1 - DEFINING REAL GOALS
- LESSON 1.2 - FOUNDER FOCUS: WHAT MATTERS NOW VS LATER
- LESSON 1.3 - USING AI TO CLARIFY VISION (NOT REPLACE IT)
- LESSON 2.1 - FROM IDEA TO VIABLE BRAND DIRECTION
- LESSON 2.2 - PICKING A NICHE THAT ACTUALLY BUYS
- LESSON 2.3 - COMPETITOR & MARKET REALITY CHECK
- LESSON 2.4 - IDEAL CUSTOMER REALITY CHECK
- LESSON 2.5 - SIMPLE POSITIONING THAT MAKES DECISIONS EASIER
- LESSON 3.1 - Why Most Brand Stories Don’t Convert
- LESSON 3.2 - Voice, Tone & Writing a Brand Story with AI (Properly)
- LESSON 3.3 - Brand Guides
- LESSON 3.4 - Moodboards as a Strategic Skill (Not Just Vibes)
- LESSON 4.1 - WHY SYSTEMS MATTER MORE THAN TALENT
- LESSON 4.2 - START LAB NOTION WORKSPACE OVERVIEW
- LESSON 4.3 - MANAGING YOUR COLLECTION INSIDE NOTION
- LESSON 4.4 - MANAGING SUPPLIERS, SAMPLING & PRODUCTION
- LESSON 4.5 - USING NOTION + AI TOGETHER (STRATEGICALLY)
- LESSON 5.1 - WHAT TO LAUNCH FIRST
- LESSON 5.2 - DESIGNING WITHOUT BEING A DESIGNER
- LESSON 5.3 - TREND RESEARCH
- LESSON 5.4 - TRANSLATING CONCEPT → PRODUCT PLAN
- LESSON 6.1 - Understanding Manufacturing Options
- LESSON 6.2 - Fabric & Trim Sourcing Foundations
- LESSON 6.3 - Sourcing the Right Manufacturer
- LESSON 6.4 - Supplier Communication Basics (AI-Assisted)
- LESSON 6.5 - Negotiation Basics (Boundaries, Not Bullying)
- LESSON 7.1 - WHAT TECH PACKS ARE (AND AREN’T)
- LESSON 7.2 - CREATING TECH PACKS
- LESSON 7.3 - SAMPLING STAGES EXPLAINED
- LESSON 7.4 - PREPARING FOR SAMPLING
- LESSON 7.5 - FIT NOTES & FEEDBACK
- LESSON 7.6 - PREPARING FOR PRODUCTION + QUALITY CONTROL BASICS
- LESSON 8.1 - Costing & Pricing Fundamentals (Exact Logic)
- LESSON 8.2 - Budgeting for the First Collection
- LESSON 8.3 - Pricing Sanity Check
- LESSON 8.4 - Building Your Business Plan with AI
- LESSON 8.5 - Business Model Reality Check
- LESSON 8.6 - Incorporation: When, Where & Why
- LESSON 8.7 - Trademark Basics for Fashion Brands
- LESSON 9.1 - ARE YOU READY FOR LAUNCH ?
- LESSON 9.2 - WHAT TO DO IF YOU’RE NOT READY YET
- LESSON 9.3 - YOUR PATH FORWARD

PARTNERED WITH

You will also unlock access to The Brand Hub

The Brand Hub is our exclusive membership designed for:

connection
momentum
inspiration
light accountability

Inside The Brand Hub:

a community of brand owners
weekly accountability check-ins
shared wins and progress
one monthly educational workshop

The Brand Hub is valued at $97/month and you have 6 month free access when you join Start Lab.

⚠️ Important: The Brand Hub is not a coaching or feedback space. There is no personalised feedback inside Start Lab. For additional support, join Start Lab Pro.

Join here

Two Ways to Build Your Brand

Both paths include the full Start Lab curriculum. The difference is how much proximity and live support you want while building.

START LAB

START LAB PRO

CORE GOAL

Clarity and structure without overwhelm

Clarity + execution with live support

CURRICULUM

9 Start Lab modules (dripped monthly)

Immediate access to all 9 Start Lab modules

CURRICULUM ACCESS

12 months

Lifetime

LIVE CALLS

None

2 live calls per month (6 months)

FEEDBACK & SUPPORT

None

Questions answered on live calls

THE BRAND HUB ACCESS

Free for 6 months

STRATEGY CHECK-IN

1 team-led check-in

INVESTMENT

$111 monthly × 12 months

One time payment $997

START LAB

Independent founders who want structure without pressure. This is ideal if you want flexibility and prefer to work independently.
- 9 Modules of Start Lab curriculum (dripped monthly)
- Guided AI prompts
- 6 months free access to the Brand Hub
- 1 Strategy Check-In Call (team-led) around Month 3–4
What’s not included:
- No live mentorship and Q&A calls
- No personalised feedback
- No Q&A support
- No “Stephanie the Fashion Business Mentor” AI

$111 Monthly x 12

START LAB PRO

Best for founders who want momentum and accountability. This option is for founders who want live guidance while building and if you want built-in AI tools, workflows, and deeper implementation support.
- Immediate access to all 9 modules of Start Lab
- Guided AI prompts + built-in AI tools for faster learning and implementation
- Free 6 month access to the Brand Hub
- 2 live mentorship calls per month
- 1 Strategy Check-In Call (team-led)
- $500 credit toward Launch Accelerator upon completion
- Access to “Stephanie the Fashion Business Mentor” AI

One time payment $997

Why learn from

STEPHANIE

Start Lab is built on real-world experience, not theory.

It’s built on 15+ years inside real fashion businesses.

Stephanie has:

built and scaled multiple fashion brands
worked with manufacturers since 2013
supported 1,500+ founders from starting to scaling
wholesaled globally and worked with major retailers
seen exactly where founders get stuck, and why

Start Lab is the program she wished existed when she started.

Join Start Lab

$111 per month for 12 months

Unlock Start Lab Pro

pay in full & save $335

Still deciding? That’s a good sign.

No. You’ll learn how to design and plan without fashion school.
Start Lab uses guided AI prompts to help you think clearly and make better decisions.
Start Lab Pro includes built-in AI tools and workflows to support faster implementation. Start Lab Pro is where AI moves from prompts into systems.
No. Start Lab prepares you to be ready for launch.
Launch execution happens inside Launch Accelerator.
Yes, when spots are available.
Start Lab is self-paced. Progress matters more than speed.

Thoughtful founders don’t rush decisions. They want to understand them.

Here are the most common questions we hear:

Start where successful fashion brands actually start

Most founders rush to launch.

The ones who last build foundations first.

If you want clarity, structure, and confidence…

Start Lab is your starting point.

Join Start Lab now

12 monthly payments

Join Start Lab Pro now

pay in full & save $335

What Our Students Say

“Very practical program, step-by-step instructions are extremely helpful and you can tell that the trainings are based on an actual proven system. I have done many courses in my time, and I can tell the difference between someone who knows what they talking about v.s someone who doesn't. And Stephanie knows her stuff”

— Zeenat, Founder of Maashuma

“You honestly have no idea how thankful I am that I found this course and how much it has helped me. I’ve done tons of online courses about any subject you can think of so I have to say I was skeptical about this one as well because normally what is delivered is less than promised but this course delivers more than I could ever expect. Worth every cent - even if it costed double it would still be worth it! .”

— Laeticia, Founder of CONFIDENCE Swim

The detailed teaching and resources that are not available anywhere else! After receiving a college degree I still felt confused on how to actually start a business, and I feel like this is the perfect transition into becoming a business owner! Everyone deserves a mentor like Stephanie

— Helen, Founder of MEND Essentials

Our Method Has Helped 1,500+ Women Launch Successful Fashion Brands And Create The Lifestyle They Once Only Dreamed About

Olamii's Transformation: From Struggling Sales to Global Success

Olamii was struggling with sales before she joined the Brand Incubator Program. With the support and guidance from the program, she strengthened her branding game, scaled her brand, and now enjoys consistent sales! Today, Olamii's products are stocked in numerous retail stores worldwide, including an international airport.

Project Bija's Transformation: From Uni Graduate to a Sold-out Collection

Right after graduating university, Bella invested her savings into the Brand Incubator Program. She learned how to create a winning niche and developing killer branding that attracted customers. Remarkably, she sold out her collections even before her website launch. It's not long until she was noticed by a famous Indonesian celebrity who ended up wearing her designs.

Petite Femme's Tranformation: Launching a Luxury Brand with Zero Experience to Vogue

Petite Femme successfully launched a luxury brand for petite women despite having no fashion or business experience, coming from the corporate world. After joining the Brand Incubator Program, she managed to trademark her brand and even got featured in Vogue.

From Dreams to Paris Fashion Week

Randi showcased her collection at Paris Fashion Week—a dream come true! But only a year prior, she had no idea how to launch her own brand until she got help from Stephanie inside SYFB

She’s been where you are:
➜ ⁠A year before her Paris Fashion Week debut, Randi had no idea how to launch her own brand.
➜ She didn't start with an overflowing bank account.
➜ Randi faced the fear of failure but found strength in the fear of not trying.

⁠Although she tried other fashion courses, it wasn’t until she joined SYFB that she found the support and knowledge she needed. “I don't know how I would've ever gotten started, let alone launched, without the Stephanie & the SYFB community.”