Crafting your own eyewear brand: Keeping up with the trends

A discussion between Diana Canto-Sims, OD, and Nancy Gries, export sales manager at Logoproject Eyewear, revolved around the strategy, benefits, and practical considerations of launching a private label eyewear collection in an independent practice setting. Canto-Sims opened by highlighting the importance of not only having a strong brand presence at the point of purchase but also ensuring staff engagement and training. Their concern is that without staff buy-in and involvement, simply introducing a new frame line — regardless of the quantity stocked — might not achieve the desired enthusiasm or sales results. Canto-Sims stressed the need for proactive staff communication, suggesting that staff excitement and understanding the unique value of the collection is crucial for successful implementation.

Responding to this, Gries shared that while their program does not directly offer staff training due to logistical challenges such as operating from a different time zone (Europe), she emphasized the intrinsic motivation and pride that comes from practices putting their name on a product. Gries believes that the story behind a private label collection, as well as the financial incentives of improved profit margins, are powerful motivators for both staff and practice owners. Drawing from several years of experience, Gries shared that neither practices nor staff have typically required formal training, since the sense of ownership and the personalized narrative drive engagement and sales.

The conversation turned to real-world successes, with Gries recounting how practices frequently send positive feedback upon receiving new orders. Social media is highlighted as an important platform for sharing these success stories, with practice owners posting unboxing content and testimonials. Gries described the satisfaction both they and their clients feel when seeing the final product — frames customized with the practice’s branding — delivered and enthusiastically received by staff and patients alike.

Canto-Sims sought advice for practitioners hesitant to start a private label line. Gries’s counsel is to have confidence, embrace diversification, and leverage modern marketing tools like social media. Activities such as live product reveals, engaging staff in wearing the new frames, and capitalizing on the unboxing experience on social networks can build momentum and excitement around the new collection. The unique aspect of custom-branded eyewear is stressed — such products provide exclusivity, preventing direct price comparisons with competitors and discouraging patients from seeking the same product online.

Further, the discussion addresses logistical and strategic benefits: practices are not locked into buying unwanted colorways or models, as the ordering portal provides flexibility to select exactly what fits the practice’s style and branding. Transparency with suppliers, avoiding hidden costs, and staying updated with fashion trends (gathered from industry events in Italy) ensures that collections remain fresh, relevant, and appealing to discerning patients.

The discussion concluded with final thoughts on the ongoing evolution of private label eyewear and encouragement for practitioners to reach out for further information. Canto-Sims invited viewers to contact Gries, outlined the support offered, and signaled future conversations with other providers, demonstrating an ongoing commitment to helping practices navigate the private label landscape.