Crafting your own eyewear brand: Streamlining the private label process

Diana Canto-Sims, OD, and Nancy Gries, export sales manager at Logoproject Eyewear, have an in-depth discussion about the step-by-step process of launching a private label eyewear brand through a specific supplier’s service. The process, as described by Gries, begins with finding and vetting a trustworthy private label supplier who not only understands the importance of market compliance (such as FDA registration for US imports) but can also offer extensive support from order placement through to marketing the final product.

Gries explained that successful supplier selection is foundational, emphasizing due diligence and the need for a proven track record. Once a supplier is chosen, the next step is branding. The ideal brand name, according to research cited by Gries, should be between 5 and 7 letters for ease of recognition and versatility across product designs. If a customer does not already have a logo, the supplier offers to generate three professional logo concepts, guided by a demographic-focused questionnaire that tailors proposals to fit the brand’s intended audience, such as age, gender, and style. This collaborative approach ensures that the resulting brand is well-aligned with customer goals.

Product selection happens online, with a vast catalog that updates frequently — roughly 500 new designs are introduced annually, and customers can curate their collection continuously. The supplier streamlines customization, allowing clients to personalize elements such as model numbers, branded text placements, CE markings, and more. Premium options like laser etching are available for a higher-end finish, while customers can further customize their products with point-of-sale materials like branded cases and displays, aiding both inventory management and retail presentation.

Importantly, Gries details that the process is efficient and accessible, dispelling misconceptions about large financial and time commitments. The recommended minimum order to test the market is 25 frames, which costs between $900 and $1000 and can be completed in about 15 working days, provided branding details are finalized promptly. After the transaction, customers receive free, professionally prepared marketing assets for promotional use across various platforms. Canto-Sims expressed surprise at both the affordability and speed, confirming the appeal and practical viability of starting a private label eyewear collection through this method. The discussion concluded with actionable next steps centered on branding, feedback, and initial selections, demonstrating a streamlined and supportive process for prospective clients.