Insights

Too many independent eyewear brands think their brand is built on the optical fair floor. And they’re wrong! Eyewear brand building actually starts long before that. Let me sketch the typical picture playing out at optical fairs: a founder who has a booth on expensive ground is standing proudly next to the brand’s collection. Hoping […]

Walk into any optical store and pick up ten independent frames. And nine of them will tell you the same thing: Premium. Handmade. An eye for detail. And the worst thing? The brand’s visuals say it too: the same clean product shots on a random background.When you say what everyone else says, you say nothing!You