Crafting your own eyewear brand: Determining your frame line size

A discussion between Edward Choy, partner at Sho Eyeworks, and Diana Canto-Sims, OD, centered on the challenges and opportunities involved in launching and managing a private label eyewear partnership, with a particular focus on the differences between purchasing from established brands and developing one’s own exclusive eyewear line. Canto-Sims introduced the difficulties retailers face when selling known brands—most notably, the inability to mark up prices competitively due to easy online price comparisons. Consumers can frequently find the same frames online at lower prices, making it challenging for in-store retailers to compete and maintain healthy profit margins, especially given their additional overhead costs (like staff and display upkeep). However, Canto-Sims highlighted the advantages private label products provide: since these are unique and cannot be easily found online, retailers can justify higher markups, improve quality control, and enhance their brand’s prestige.

The discussion then transitioned into the origins and development of the partnership program. Choy described how the program was created roughly 15 years ago, initially targeting high-end, progressive optical shops. Over the years, it expanded to include more mainstream optometry offices needing higher volumes to remain competitive. An underlying theme was the importance of simplifying operations—Canto-Sims advised keeping the number of frame distributors low to streamline sourcing, inventory management, and pricing strategies. Sho's partnership is structured in 2 tiers: customers can purchase frames wholesale at competitive prices, or they can join a partnership program that offers even greater discounts and prioritizes consistent stock availability.

A significant advantage of the program, as outlined by Choy, is the absence of minimum order requirements. This flexibility allows retailers to start with as few as 20 frames and scale up based on their needs and space, rather than being locked into large, costly minimum buys as is typical with many other suppliers. The process for getting started is user-friendly: potential partners register online, browse the extensive catalog, consider creative brand-building options—including custom naming and logo design—and decide between purchasing wholesale or enrolling in the membership subscription. The partnership option is a month-to-month subscription costing $75 per month, which includes faster order turnaround, an extended 3-year warranty (as opposed to the 2-year warranty available through standard wholesale), and a points-based rewards system for further savings.

Investment expectations were addressed, with shops typically launching their private label programs for around $2,000, which covers 30 to 40 frames. Sho promotions and free try-on kits help lower barriers further, allowing prospective clients to experience the product before committing. Both Choy and Canto-Sims emphasized accessibility, profitability, and operational ease. The discussion concluded with clear action items for the clients: register online, inquire about current promotions, decide on a private label name, upload their logo, and choose the purchasing model best suited to their needs.