WRITER Melanie Kell

Australian consumers are voting with their wallets – and they’re choosing local. According to a 2023 YouGov study, 74% of Australian adults are more likely to buy from a company based in their own country,1 sending a clear signal to optometry practices.

Yet despite this consumer appetite, many independent practices remain hesitant to stock locally designed eyewear. The perceived risks – untested brands, uncertain supply chains, limited financial backing – often outweigh the potential rewards. It’s understandable. Well-established international brands provide the surety that small businesses need. After all, no one can afford to be let down when it comes to quality, on-time delivery, and follow-up service for warranty claims and spare parts.

But here’s what practices that have made the leap have discovered: Australian eyewear brands that successfully navigate these early barriers don’t just survive – they thrive. And they bring something increasingly valuable to the table: an enticing local story that resonates powerfully with today’s consumers.

So, what makes Australian-designed eyewear the winner that it is?

Many Australian frame designers punch above their weight when it comes to delivering on quality at an affordable price. Distanced from the world’s major eyewear brands, and free from the shackles of global ownership, they’re able to explore colour, shape, and materials to their heart’s content. And when it comes to manufacturing itself, they can build intimate relationships with factories that allow innovation and experimentation.

Perhaps it’s no surprise then that locally designed eyewear is rich with diversity.

Leading the pack are Australia’s longest running eyewear brands, Paul Taylor Eyewear (now in its fourth decade), and AM Eyewear and VS Eyewear, both now into their third decade.

While Mr Taylor is inspired to design frames for his eponymous label by friends, the people he meets, and the faces of people he sees on the streets, AM’s designs are inspired by the beauty of international destinations and tempered by Australia’s low key approach to life. VS eyewear, which comprises four brands, is influenced by international trends with frames developed in collaboration with suppliers.

Other local brands include VAANYARD, now five years old and with a distinctly urban vibe; Frank and Fritz which designs frames that meet visual demands while offering a refined expression of personal identity, and The Elusive Miss Lou whose designs are “mini artworks” for the face that explode with colour.

INSPIRED DESIGN

Like many eyewear designers worldwide, Susan Tobiassen, Founder of Frank and Fritz, was inspired to create eyewear following a personal journey with an eye condition.

“Developing an eye condition shifted my relationship with eyewear from accessory to necessity. Yet nothing at that time felt authentic to me. I began designing frames that honour both the functional demands of vision care and the deeply human desire to express personality and personal style. For me, designing eyewear has never been about following particular trends, but rather the ability to have a patient find a frame that aligns with, and expresses, who they feel on the inside.”

VAANYARD, the product of architect Lee Kan and brand marketer Paul Gilligan, is inspired by “the elements of urban design, its built structures, culture, and creativity”.

“We both have a love of design, fashion, and the beauty of the materials and elements that go into making high end eyewear,” said Mr Gilligan. “We design as much for the Australian audience that we love as for the global market.

“Our business is anchored by the Australian way of doing things – we have fun, but we also have focus. We’re not hyper driven by achieving massive sales, we’re here for the long play because we’re passionate about what we’re doing.”

Meanwhile at The Elusive Miss Lou, designer/co-founder Louise Sceats draws from local and international art as well as the Australian environment to create her colourful frames. “We live in such an amazingly diverse, spectacular country. All you have to do is take a walk to be filled with inspiration,” she told me when we interviewed for this month’s mieyewear profile (page 114).

“I can go to a gallery or look at art online and then be overflowing with ideas to bring into Miss Lou; there are so many perspectives to see and feel that it makes my mouth water.”

Ms Sceats uses these perspectives to create detailed designs that are turned into fabrics and then into her acetate laminated frames. The technique for embedding fabric into the laminate was developed by her partner, Jonathan Hennessy Sceats and Dr Regina Rossi at Mazzucchelli in the 1980s. The result is a distinctive frame that is unlike any other.

Described as “eyewear for the brave”, Ms Sceats said the influence of Australia’s seasons and light differentiates her eyewear from international designs.

“Our frames are designed with Australian faces and sensibilities in mind; they’re inspired by this place we’re all in together – and by the light and colour of different seasons, which are distinct from the rest of the world.”

Vibrant colour is also a major focus for Mr Taylor, who creates his own colours and accordingly, has his acetates custom made in Italy. Designing from his 34 acre property in Byron Bay’s hinterland, (along with other iconic Australian locations including Uluru, Kakadu, and Bedarra Island), Mr Taylor said the surrounding native fauna and wildlife “evokes my free flowing spirit which opens up the joy in what I do”.

“We have two amazing waterfalls in full view from the wrap-around balcony where I design from. They are particularly incredible when it is wet, which is often in the sub tropics. It really clears my mind, helping me focus on creativity… It becomes a celebration, with diverse and alternative music entering the scene, stimulating the senses, sending me into a design frenzy!”

Having designed eyewear since 1993, Mr Taylor has a significant body of work ‘categorised’ into two collections: The Timeless Collection and the Black Label Collection. His Timeless Collection includes his most iconic designs; the Black Label Collection includes his most recent releases, celebrating individuals who dare to be bold and want to stand out from the crowd. Ninety per cent of the creations are limited edition, with each frame engraved in chronological order, certifying the exclusivity and the numbers produced.

John Van Staveren is another designer who is not afraid of offering frames designed in the past. VS Eyewear comprises the brands MarcVincent, Martin Wells, Cove, and Van Staveren. Having been in the market for 24 years, lead designer and owner John Van Staveren said many of the frames he is creating today are frames from the early 2000s, reinvented with new colours. “Styles come round; I follow ideas and colours that are trending overseas, always keeping Australian skin tones and face shapes in mind.”

BUILT TO LAST

Quality in eyewear manufacturing can be variable to say the least, however the Australian eyewear designers I spoke to were all keen to point out the lengths they go to, to ensure their eyewear is top notch.

“Quality and design are paramount,” Mr Taylor said. “I source components from leading manufacturers in Germany, acetates from Italy, and other materials from all around the world. My eyewear is manufactured in Japan and the quality is so high that warranty claims are extremely rare.

“They are built to last and my clientele embraces the brand; often bragging about how many different colours they own in the design they most love.”

Australia’s characteristic laissez-faire way of life also influences the approach our local designers take to manufacturing, with Simon Ponnussamy, founder of AM Eyewear, telling me that long ago he realised the need to produce eyewear that is robust to cope with wear and tear.

Simon Ponnussamy

“We know that Australians will pick up a pair of sunglasses and toss them in their beach bag. Tradies will put them on top of their head then drop them from a roof top. And they want to know their glasses will survive,” he said.

Ms Tobiassen agreed, noting that durability is a central consideration in her design process. “We can be quite hard on our glasses, so I design eyewear to be genuinely robust. That means using high-quality hinges and working with thicker acetates, carefully bevelled to maintain lightness and comfort on the face.”

She added that the Australian climate also plays a significant role in shaping her designs. “In my more recent collections, I’ve focused on how frames perform in summer heat. While the eyewear may appear polished externally, I often use a matte finish on the interior to improve grip and prevent slipping in warmer conditions.”

100% SERVICE FOCUS

Alongside differentiating themselves with design, these proudly Australian eyewear designers are differentiating themselves with service.

“Service is critical, 100%,” said Mr Ponnussamy. “We know that since COVID the war chest has been cashflow depleted, so practices just can’t afford to be four frames deep in every colour. We encourage them to take one colour of each frame to show their customer all there is to offer; then order in colours as needed on appro (approval), and return any unsold appro frames once finished.

“We’re also fast on after sales. Whereas it can take up to five weeks to get a replacement part for some overseas brands, we will ship overnight. For customers who need optical frames that can be critical – it’s not ideal for them to be left wearing old frames for weeks.”

Mr Van Staveren also pays attention to timely delivery. “When I place orders with my suppliers in China, Japan, and Korea, I order a minimum of 100 frames in each style/ colourway, which means I’m well stocked up. If I don’t have stock of one product, it’s removed from the sales rep’s bag – customers only ever see what we can deliver next day.”

Another differentiator is price with VS Eyewear and AM Eyewear both saying there’s no need to worry about fluctuations in the exchange rate. “Our customers pay the stated price, which includes any taxes; we absorb any change in the exchange rate or the manufacturers’ costs,” Mr Van Staveren assured me. “One of our MarcVincent frames, for instance, has been on the market for 10 years and the manufacturer’s price has gone up by 25% – but that increase has not been passed on to our customers. That’s just the way we work.”

And finally, when you make a call to the brand, you’ll often end up chatting to the designer. “I will happily pick up the phone and chat to customers… I’ll often get text messages asking me whether a particular frame is in stock, or for help with warranty. I really enjoy that direct connection with my customers,” Mr Ponnusamy said.

AN ENGAGING STORY

Anecdotal evidence supports YouGov’s study1 that found Australians have a strong interest in supporting local brands.

“Australia is following a trend that has been noticeable overseas for some years: consumers want to buy products that have a local connection,” said Mr Ponnusamy, who has spent the past few months visiting optometry practices in the Sydney metropolitan area. “We’re seeing Korean brands performing strongly in Korea, Italian brands performing strongly in Italy, and French brands performing strongly in France, etc. And it feels like it’s finally caught on in Australia.”

As well as an appreciation for local design sensibility, Teiger Sceats from The Elusive Miss Lou has observed growing interest in supporting quality Australian products for economic reasons. “Buying Australian keeps Australian money in the local economy. It’s stimulating Australian designs and

Australian stories.”

Mr Sceats said the success of existing Australian designers is also emboldening others to follow. “People talk to us about how they feel inspired to design their own product range because they’ve seen what our little family has been able to achieve by building a successful business on Australian design,” he said.

VAANYARD’s Paul Gilligan observed that the local storyline is compelling for practices and customers alike. “They love that we’re a local brand doing well in Australia and scaling up internationally as well.

“Being Australian designed isn’t the deciding factor but often if a customer is comparing our frame with one at a similar price point and quality, the Australian brand factor will typically get us over the line.”

TAKE THE NEXT STEP

For optometry practices considering Australian eyewear, remember that stocking Australian-designed eyewear isn’t just about adding another product line – it’s about offering your customers something they’re actively seeking. In a market where 74% of consumers prefer to support local companies, that’s not just good business sense; it’s giving your customers what they want.

The question isn’t whether Australian eyewear deserves a place in your practice. It’s which brands will you partner with first?

Reference 1. YouGov. Which global consumers prefer to buy products from their own countries? July 2023. Available at yougov. com/articles/46960-which-global-consumers-prefer-to-buyproducts-from-their-own-countries [accessed Jan 2026].

Paul Taylor

Louise Sceats and Jonathan Hennessey Sceats