Rather than opening with data or profit strategies, Mussry began with what truly matters: values. Known for introducing global icons like Rolex, Dior, and Chanel to the Indonesian market, he stood before a room of aspiring designers not to speak about success, but about significance. “Know who you are and why you do what you do,” he urged, reminding everyone that in an industry often consumed by trends, authenticity remains the most enduring currency.

With the theme Business Strategic Marketing, Mussry guided the audience away from surface-level tactics toward deeper brand building. “A strong brand, starts with the ability to communicate its value clearly.” For him, storytelling is not a marketing tool—it is the lifeblood of a meaningful brand. When customers understand the heart behind a product, they don’t just buy—they believe.

Mussry also emphasized a fundamental truth: no brand grows in isolation. “Surround yourself with people who share your vision,” he said. “Build an ecosystem that believes in what you’re doing.” His call for collaborative growth resonated with the PINTU Incubator’s peer-learning approach, where mentorship and shared purpose drive transformation.

Another striking insight came when he redefined service—not as a business strategy, but as a sincere act of care. “When you genuinely care, your customers will feel it. They’ll come back not just for what you offer, but for how you make them feel.” In a saturated market, where attention is fleeting, sincerity becomes a brand’s most powerful differentiator.

The session didn’t shy away from real-world challenges. Mussry addressed global competition, shifting regulations, and financial hurdles with grounded optimism. “Don’t blame the system—build better management,” he advised. His message: success is built on clarity, consistency, and communication, no matter how turbulent the environment.

He also urged fashionpreneurs to recognize the untapped power of Indonesia’s own market. With more than 60% of domestic consumers still unreached, the local landscape holds tremendous potential. Before going global, he insisted, brands must first go deeper—into their roots, into their values, and into the communities closest to them.

Perhaps the most profound takeaway was Mussry’s reminder that brand building is an emotional journey. It’s not about chasing attention—it’s about earning trust. Not about being first—but about being real. The session closed not with applause, but with reflection: a quiet understanding that strategy without soul is hollow, and that fashion, at its best, is a vehicle for purpose and connection.

For the aspiring designers in the room, this wasn’t just a lesson in marketing—it was an invitation to lead with heart.

Through initiatives like PINTU Incubator, Indonesia is not just producing fashion brands. It is cultivating storytellers, community builders, and value-driven visionaries. One brand at a time, a new era is being stitched together—woven not just with fabric, but with intention.