Crafting your own eyewear brand: Advice for getting started

Canto-Sims and Choy engaged in a comprehensive discussion about the advantages, logistics, and strategies surrounding the adoption of a private label brand for optometry practices. The conversation began with Canto-Sims highlighting the tangible benefits of subscribing with Sho Eyeworks—such as cost savings when purchasing a consistent, moderate quantity (three frames per month), and the added value that comes from not just acquiring the products but integrating comprehensive marketing support. Canto-Sims emphasized the importance of staff engagement, especially among opticians passionate about quality eyewear and personalized styling for patients. It was clear that successful implementation of such a program depends not just on leadership’s decisions but also on gaining buy-in from the staff, particularly the most enthusiastic and knowledgeable team members.

Choy reinforced this point by noting that a profitable optical business enables the practice owner to offer better compensation and incentives to employees, including bonuses or spiffs linked to private label frame sales. They also stressed that branding, packaging, and other marketing elements are crucial—private label products allow the practice to tell a compelling story and build deeper, lasting patient relationships. Examples included custom engraving on frames, high-quality cases, and point-of-purchase materials. While brand customization is somewhat limited due to production constraints, such as logo size and placement, unique engraving and select materials provide meaningful differentiation.

Training and ownership were highlighted as essential: Choy explained that while some support is available for onboarding staff, the ultimate success relies on the practice owner's commitment to positioning and championing the private label offering. This is complemented by digital marketing support, including access to high-quality product imagery for both digital and in-store purposes, allowing optometry practices to set up modern retail presences and engage patients online.

Addressing potential hesitation from practice owners, the speakers discussed common concerns such as viewing private label frames as novelties rather than core offerings, and the risk of reduced quality with bargain options. Choy encouraged a focus on quality to avoid negative outcomes, such as dissatisfied patients or bad reviews, and stressed that practices should align their frame offerings with core products that reflect the values and needs of their patient base.

The conversation concluded with details on the partnership program: it features no long-term commitment, easy onboarding, and a range of options to fit diverse practices, including a special introductory offer. Emphasis was placed on taking actionable steps—exploring the catalog to identify inventory gaps and filtering options for specific demographics, such as men’s or petite frames. Ultimately, the tone was optimistic and action-oriented, with both Canto-Sims and Choy encouraging practice owners to seize the opportunity, commit to quality, and leverage the resources provided for growth and increased profitability.