Crafting your own eyewear brand: Insights from industry leaders

Thinking about launching your own private label eyewear line but not sure where to start? If you’ve found that off-the-shelf wholesale frames just aren’t delivering the return on investment you were hoping for, you’re not alone. In this video series, we’ve spoken with 5 companies who specialize in helping practices create their own unique frame lines. They’ll share why this approach can transform your offerings and guide you through those first steps. Let’s dive in and explore the path to your practice's own frame line.

Your Brand Eyewear

"I’ve been in the optical industry for over 50 years, and I’ve witnessed the drastic changes that have occurred to our industry over those years," said Mark Graham, founder and chief creative officer for Your Brand Eyewear. "What used to be called the 3 O’s (Optician, Optometrist and Ophthalmologist) is now the 4 O’s as Online has entered and disrupted everything.I started this company with one mission: to help independent ECPs compete with big chains and online retailers by launching their own private label frame line, easily and profitably. I removed all the barriers to private-labeling that previously prevented independent ECP’s from private-labeling. We offer a curated, ready-to-brand collections and a process that’s simple and turnkey, no design skills required."

Full interview to come!

LFVR Eyewear

"As a third generation optician, I had always wanted to design our own collections but constantly ran into roadblocks such as high order minimums, lack of true customization, or oftentimes couldn't even get a response," said Travis LeFevre, founder of LFVR Eyewear. "Then in 2020 I was able to take a workshop to learn how to handcraft eyewear and was lucky enough to get our first round of equipment and materials shortly before Italy shut down due to COVID[-19]. Fast forward 5 and a half years and we now focus the majority of our time on small batch production which opens up the door for independent practices to truly create their own collection and capitalize on the brand they've worked so hard to build. In addition to this our private label styles can be customized in just about any way you can imagine, all while being branded as your own and using materials and components that your favorite high end independent brands are using."

Full interview to come!

Logoproject Eyewear

"Logoproject Eyewear is a brand extension of Logoproject Design that builds on more than 30 years of success in the eyewear industry," said Nancy Gries, export sales manager at Logoproject Eyewear. "It operates as a smart platform designed to simplify every step involved in creating a private‑label frame collection. In addition to an extensive catalogue of Made‑in‑Italy frames, Logoproject Eyewear offers product customization, tailor‑made packaging, marketing materials for point‑of‑sale promotion and end‑to‑end support for retailers and boutiques around the world. The company handles everything in‑house—from design and production to packaging and customized marketing materials, so practices do not need external agencies. Its mission is to revolutionize the creation process and buying experience for private‑label eyewear collections, providing high‑quality Italian design and a user‑friendly digital experience without MOQ."

Full interview to come!

Sho Eyeworks

"[We] started back in 2010 (15 years) offering classic high-quality 'private label' frames (20 acetate styles) to progressive optical shops," said Edward Choy, partner at Sho Eyeworks. "Since then we’ve grown the catalog to over 200 current styles (+200 sale items) ranging from multiple styles, materials, colors, sizes, and collections. Our mission has always been to support independent ecp’s with a focus on quality, selection, service, and value."

Full interview to come!

LTD Eyewear

"LTD Eyewear is a family-owned business founded in 1949," the company said in a statement. "Over the years, we have evolved into a leader in the eyewear industry, recognized for delivering high-quality products, a diverse selection, exceptional service, and outstanding value.

"We are the only company in the industry that offers private labeling for any style we sell. Our extensive selection allows you to choose from various styles, with a requirement to purchase 30 pieces per style (with the option to select different colors) and a minimum of 4 styles to start. Reorders for each style can be made in increments of just 10 pieces. The average price per frame is around $25.00. The turnaround time to create your frames is around 4 weeks."

LTD cites brand identity; customization; control of pricing, marketing, sales, and distribution; stock availability; and exclusivity as the advantages of working with the company. Notably, LTD does not provide support for marketing, display, point-of-purchase materials, or staff training in order to keep costs low.

"To effectively promote your line, consider investing in well-designed brochures, point-of-sale displays, and posters that convey your brand's message," LTD stated. "Educating your staff to introduce and upsell your line confidently is also essential. Additionally, encouraging satisfied customers to leave positive reviews on Google and Facebook can enhance your online presence."