Crafting your own eyewear brand: Secrets to success

A discussion between Diana Canto-Sims, OD, and Founder of Your Brand Eyewear Mark Graham centered on the transformative potential of private label eyewear collections within optometric practices, drawing on both success stories and practical business strategies. The discussion opened with a compelling anecdote about the company’s first client — an optometrist who started with a minimal order after connecting through a Facebook post and, over the years, grew to become a major purchaser, ordering more than 2000 frames annually under his own brand. This client’s success is attributed to his early adoption of private labeling, a move that shifted a small experiment into a substantial, profitable aspect of his practice, according to Graham. The narrative highlights that while some luxury retailers are hesitant to publicly endorse their private label partners (possibly to protect business secrets), their ongoing business speaks volumes about the benefits.

The conversation then turned to advice for practice owners and colleagues who may be hesitant or view private labeling as a fleeting trend. Graham asserted that private labeling is a smart business decision rather than a trend, noting that delaying its adoption means losing both profits and patients. Many patients are attracted to private label eyewear at major retailers such as Warby Parker and Costco, with the latter’s house brand, Kirkland, accounting for 36% of total sales and $86 billion in annual revenue. Such industry data is used to underscore the enduring value and market dominance of private labels.

Further, the importance of tailoring eyewear styles to a practice’s unique demographic is explored. Practices that offer unique products and better-fitting frames enjoy greater patient satisfaction, increased retention, and improved bottom lines. Graham advocates for listening closely to client feedback to address gaps in the market — such as larger or specialty frames — and illustrates how owning and operating their own factory enables rapid responsiveness to customer needs.

To ensure the success of private label collections, the advice is to involve the entire team: from opticians and staff helping select and promote frames, to creating incentives for selling private label products. Promotional strategies suggested include internal contests, staff training, and a multi-channel online presence via a practice’s website and social media. The discussion closed by emphasizing the urgent need for independent practices to adopt innovative branding — including a robust private label strategy — to remain competitive as the industry evolves. Listeners are encouraged to reach out directly for guidance on launching their own collections, with the assurance of continued support and additional upcoming industry insights.