Crafting your own eyewear brand: An introduction to LFVR Eyewear and how to get started

Diana Canto-Sims, OD, welcomed Travis LeFevre, the third-generation optician and founder of LFVR Eyewear, to discuss the opportunities and process of establishing private label eyewear collections for optometric practices. LeFevre introduced himself as someone deeply rooted in the optics business, highlighting his experience from various industry roles and his commitment to innovation in eyewear manufacturing. LFVR Eyewear distinguishes itself by offering independent optometrists and opticians the ability to develop their own branded frame collections — moving beyond the traditional limitations, where customization ended at simply stamping a logo onto pre-designed frames.

Throughout the conversation, LeFevre and Canto-SIms explore the distinct benefits of private label frames. They articulate that although it is difficult to fill an entire dispensary with a single brand, offering a curated selection of unique frames exclusive to the practice provides significant value. Not only does this create brand exclusivity, fostering a deeper connection between practice and patient, but it also combats the “showrooming” phenomenon where patients go elsewhere or online in search of familiar branded frames, potentially losing business for the practice. By creating a collection that cannot be found elsewhere, practices capture patient loyalty and reinforce their unique identity. LeFevre illustrates how customization options (ie, altering eye sizes, bridge fits, temple lengths, frame finishes, hinge types, engraving) are made possible as LFVR handles design and manufacturing completely in-house. They serve practices with 2 key avenues: selecting from an extensive private label catalog with myriad customizable features, or collaborating through a small-batch, bespoke process that can begin as simply as a rough sketch.

LeFevre emphasizes accessibility, noting there are no minimum order quantities, making entry feasible for practices of all sizes. Pricing is scalable, starting at $2500–$3000 for a 30-piece collection, with larger or small-batch orders ranging from $5000–$8000. Typical turnaround is 4 to 6 weeks. The overall tone is positive, with both Canto-Sims and LeFevre enthusiastic about the empowerment and branding opportunities this model provides to independent practitioners.