Crafting your own eyewear brand: Success starts with personalization

Diana Canto-Sims, OD, and LFVR Eyewear Founder Travis LeFevre discussed the importance of supporting private label eyewear collections, with the company offering a comprehensive perspective on branding, customization, staff engagement, and strategies for successfully implementing a unique eyewear line within optometric practices. The discussion opened with an inquiry into the types of support available, including branding, packaging, displays, point-of-purchase materials, staff training, and marketing resources. In response, LeFevre confirmed that extensive backing is available: from creating logo plaques and organizing branded photo shoots to providing branded cases and marketing displays, all designed to enhance practice identity and strengthen patient engagement.

A critical point discussed was the training and toolset offered to ensure the successful integration of private label products. LeFevre highlighted their commitment — being opticians themselves — to walk clients through every step, offering both bespoke and tailor-fit options to customize frames precisely to patient needs. This includes adjusting frames for size, style, and fit, and personalizing engravings to foster patient loyalty and satisfaction.

Staff involvement was recognized as essential to driving the success of a private label collection. It was recommended by LeFevre that teams participate in selecting frame styles, colors, and even naming new styles, with the goal of fostering a sense of ownership and aligning the range to the client base. Success stories were described as prime examples of the transformative impact of customization and branding, demonstrating increased practice loyalty and differentiated patient experiences.

Addressing typical concerns, advice was offered to those hesitant to start their own label, focusing on the positives: no reported negative feedback, positive partner experiences, and the ability to fine-tune offerings to diverse demographics. The conversation also covered the practical process for initiating a private label collection, emphasizing the flexibility and accessibility of contact via email, phone, website, or social media. The recommended workflow consisted of an initial consultation, collaborative design sessions, and ongoing support, with typical custom frame orders delivered in 2 to 3 weeks — though practices are encouraged to manage patient expectations by quoting 4 to 6 weeks.

Ultimately, Canto-Sims and LeFevre underscored how private label eyewear enables practices to distinguish themselves by catering directly to their patients’ unique needs — be it cultural, aesthetic, or anatomical — creating long-term value for both patients and practice owners.