Crafting your own eyewear brand: Keeping patient demographic in mind when stylizing your optical selection

Diana Canto-Sims, OD, and Mark Graham, founder of Your Brand Eyewear, discussed the company's frame offerings and how practice owners can represent their patient demographic in their private label eyewear brand in order to increase revenue. Your Brand currently offers 2 primary product lines: the Core Collection and the Black Label Luxury Collection. Graham elaborated that the Core Collection consists of timeless, classic designs such as blue jeans and button-downs, presented as the "Toyota" of eyewear — dependable, high-quality, and not driven by fleeting trends. The Black Label Luxury Collection, described as the "Lexus" of the brand, offers enhanced materials like heavier acetate and riveted hinges, and is targeted at high-end retailers and optometrists seeking premium offerings at a significantly reduced price —60–80% less than comparable luxury brands, but with no compromise in quality.

A key theme was the significance of packaging and patient experience. Canto-Sims showcased the luxurious packaging — customizable logoed bags, boxes, and cleaning cloths — which elevate the overall product feel. Graham emphasized that branding extends beyond the individual frame to include all customer touchpoints, much like the luxury experience at designer boutiques. Private branding, they noted, allows practices to offer exclusive products unavailable online, enhancing patient perception and practice reputation.

The conversation also addressed challenges faced by optometrists in marketing and representation, especially for diverse patient populations. Graham explained how AI-generated, custom-branded imagery tailored to each practice’s demographics provides a significant marketing edge —resonating better with local clientele and encouraging brand loyalty. Speaker 1 appreciated this, recalling past struggles with costly in-house photoshoots to achieve similar representation.

Regarding logistics, Graham clarified that the brand sets a low barrier for entry: there is no minimum per style, with just 30 frames needed to start, for under $1200, and including full marketing support. Canto-Sims suggested a slightly higher opening order for optimal in-store presentation. The value of staff engagement was repeatedly highlighted; involving the whole team — from selection to branding — was advised to ensure buy-in and sales success. Finally, Graham informed that comprehensive training is provided via online videos, emphasizing staff education on the technical aspects and correct terminology (e.g., “acetate” vs. “plastic”) to reinforce product value.

This discussion underscored the practice-friendly, high-touch approach of the brand, combining affordable luxury, exclusive branding, robust marketing support, and educational resources to help eye care professionals differentiate and succeed.