MEET THE

e s s a n d Fe a r
s l l e s
Len ew ear Takes Cen
s
Ey ter
ree S Sta
he ge
W
Marina Maltinskaia
2110577 | CSA-C02
Sietske
Wever-Plantenberg

Not just a frame,

but wearable art
Marketing case
Why people It is common knowledge that people wear glasses for
eyesight loss, and most of them turn it into their fashion
wear lensless
statement. However, in recent years, some people started
glasses?
wearing glasses with no lenses. But why?

What we wear is an expression of our personalities: clothes and accessories help

people bring their vision to life. You can match the shape, color, or design of
glasses to your mood. In addition, with lensless eyewear one doesn’t need to be
worried about its cleanness and durability.

no more shady perspective.

only clear vision
Fashionistas are tired of mass market production
and the sensation of seeing the same patterns in
“...On a daily basis I wear contacts,
stores. Unique accessories can help consumers to
as it’s more convenient for me.
feel valued and free to express themselves
However, lensless eyewear
however they wish.
signatures my look and makes me
Current fashion trends are killing our stand out from the crowd. I also
work a lot on camera, not having
individuality, let’s wear things that are
lenses helps to avoid glare...”
one of a kind.

By wearing authentically made lensless glasses

consumers highlight their cultural background and
escalate their personal style. Generally, glasses add a
layer of sophistication to the look.

ONE WAY TO TURN HEADS ON THE STREETS!

CONSUMER PROBLEM:
In search of their individual
fashion style, want to spice up
their everyday looks.

PRODUCT FEATURES:
Eyewear you can wear
with no strings attached
since it’s lensless.

NO LENSES,
NO LIMITS
“...This is my style, FUNCTIONAL BENEFIT:
my rules and Cover imperfections
Change of the look
my frame...”
Style boost
Stand from the crowd
Avoid glare when filming

EMOTIONAL BENEFIT:
Wearing glasses might make
you seem smarter. As well as
boost confidence, so one’s
self-esteem will go up.
TIMELESS CLASSIC IN COMBINATION WITH TRENDS
Levi's products transcend generations and are a timeless fashion choice. Jeans
have had a great cultural impact over the years. They have been worn by
countless celebrities, musicians, and artists. Levi's is not just a clothing brand, it's
a symbol of authenticity and selfexpression.

Born to Be Worn Since 2022 trend on

denim has again
Denim's Timeless Tale rocketed. People
show of their total
Levi's is always at the forefront of fashion denim looks and
trends. However, the brand values the implement the fabric
authenticity of its products and relates to into all styles of
the consumers. Right now people pay clothes and
a great deal of attention to recycling and accessories.
sustainability.

FRAME THE STYLE

NOT THE VISION
By combining the idea of customized lensless
eyewear and Levi’ss denim sustainability, as
an end result we get:
New Trends:
Keeping Life Exciting
and Fresh
Lensless eyewear is a new and exciting
trend that has not been seen in the media
and promoted by big fashion designers.
Levi’s is exactly the brand that can take
hold of it and introduce lensless glasses to
fashion lovers who are in need of a fresh
look.

Fashion Is Your
Playground: Explore,
Evolve, Enjoy
We live in a world where trends are
changing so fast that sometimes brands
are not able to keep that pace. This time
we suggest Levi’s to be in the role of a
global trendsetter. The brand has a
responsive audience and a real ability to
provide consumers with unique style
opportunities.

PAINTING THE PICTURE:

To create an interactive experience for the
consumers and give them a sense of authenticity of
the product purchased, people will be able to
choose the frame on the website. In the production
stage, Levi’s will be using the old denim fabrics to
create the design on the glasses and wrap them.
consumer analysis
Before starting designer work it
is very important to create an
No Lenses,
in-depth understanding of
consumers’ motives behind
All Attitude
choosing lensless eyewear.

When trying to discover the reasoning behind the desire to wear lensless glasses, I have
turned to numerous psychological theories. In the next part, we will try to uncover the truth.

According to Freudian theory, there are three components - the id, the ego, and the
superego. I think examples from my target audience look like:
1. ID – “I want to wear lensless glasses even though I have perfect eyesight or wear
contacts every day”.
2. Superego – “This fashion choice and lifestyle isn’t popular amongst other consumers”.
3. Ego – “Wearing lensless glasses makes me feel confident, as well as my actions don’t
harm others”.
I believe people who opt for wearing lensless eyewear have certain apprehensions
regarding their behavior. Being accepted by the society is important for every person’s
self-esteem and well-being. Whenever these individuals experiment with their style, the
superego is always there as the reminder of the conception that glasses are either for sight
loss or for the sun. People still understand the importance of fulfilling one’s goals and
desires, so they compromise to wear glasses with no lenses as their signature look.
Why do individuals choose to wear glasses that have no
medical purpose? First, fashion, since glasses if they
are with bold colors, reign stones or of unusual form
and spice up one’s outfit. In addition, fake glasses are
cheaper to use as an accessory, rather than getting
bags or shoes. Sometimes people also feel the urge to
change their looks, for example when they change from
one stage of their lives to another. Secondly, glasses
are an integral part of a smart look. Therefore, if one
wants to be perceived as an intelligent person by their
dress and has good eyesight, he/she can wear lensless
eyewear.

wear it loud
Maslow’s theory of hierarchy provides us with
tools to evaluate customers’ motivation
and wear it
towards obtaining or having a desire to proud
obtain a certain product or service. Maslow’s
theory can be a very useful key to Atributes:
understanding consumer buying behavior. Lensless glasses, that are easy to wear
The development of the model from stage to and style. The product is durable and
lasts long time, easy to clean.
stage is gradual, one can’t have a good self-
esteem if the basic needs like eating, and
sleep aren’t satisfied. Therefore, individuals
who are concerned about their looks
Benefits:
(lensless eyewear) have closed the first two
Wearing glasses makes people feel
basic levels of needs: psychological and smarter. Their self-esteem rises and makes
safety needs. Wearing lensless eyewear is a them more confident. They obtain a new
way of self-realization. People often express look.

themselves through fashion choices to reach

most of their potential. Glasses, even
lensless, create a smart look, which results in
others perceiving a person seriously. By Values:
Having a channel for self-expression
feeling confident in the visual appearance
(fashion). Relate to their role models
one can strive both personally and (celebrities, athletes, etc.)
professionally.
ELM model is a way of analyzing what appeals to each
customer and how we can use this information to get
their attention. I believe that for my trend emotional
(peripheral) route of persuasion should be chosen since
the target audience cares about the way they look.
Therefore, visualization is crucial. People can be
influenced by celebrities. If these role models mention
their fashion choices or wear them in public, listeners
will be unconsciously persuaded.

Embrace the Power

of Frame-tastic
Fashion

Cognitive dissonance theory describes the

situation in which a person experiences mental
discomfort due to holding two conflicting
beliefs. People engaging in the trend we
observe might be having cognitive dissonance
for a few reasons. Firstly, they choose to wear
glasses without a doctor’s prescription, and
the main reason individuals wear them – is to
better their eyesight. Therefore, they assume
that by wearing glasses they will be perceived
as someone who experiences eye-sight loss. If
we dive further, not even a lack of prescription
can bother them. There are glasses with
plastic lenses, but they choose to wear even
without them. At this point, they might reject
the idea of wearing them, but it’s very
important to fulfill your own desires if they
don’t violate the personal space of others.
meet the consumer
Meet Lysandra Perez- “...I CREATE
Brown, small business LENSLESS EYEWEAR,
owner and eyewear IT IS AN ARTISTIC
STATEMENT, SO THAT
designer. She is a hard
WE CAN KEEP OUR
working and
VISION FRAMED IN
passionate woman CULTURE, NO FILTER,
with diverse cultural NO SHADES...”
background, which she
expresses through her
fashion.
no shade
no filter

Lysandra had a “...I MYSELF WAS BULLIED it’s OK to be different

hard time IN SCHOOL, SO I ALWAYS
FELT LIKE I DIDN'T FIT IN. I it’s OK to be authentic
connecting with her DECIDED THAT STANDING Lysandra stands for owning your
peers during school OUT IS THE BEST FOR ME identity and believing in yourself: “It's
INSTEAD OF TRYING TO FIT
years, she was OK to want to do something different
IN PLACES WHERE I DIDN'T
misunderstood and FEEL WELCOME OR from your friends because I feel like
bullied. This UNDERSTOOD. CREATING peer pressure really takes the youth
ONE-OF-A-KIND JEWELLERY into a spiral downward and they don't
experience shaped
HELPED ME TO SHARE THAT
her to be strong get a chance to really know themselves
IDEOLOGY WITH THE
and independent. WORLD...” until it's too late...”
The start of the journey:
“...I found a pair of bifocal glasses in
thrift shop. But the frame itself was so
intricate and I loved it, so I bought them
for about $3. And when I got home and I
Lysandra wore glasses
took them out the bag, I noticed they
to an event and
were broken. They were cracked on the
received numerous
side, so the lens came out. And I said,
complements. At that you know what? I'm already a mixed
moment she realized media artist. Why not try something
that authenticity different? So I actually use the fabric to
attracts attention and detail it, and I detail the whole thing.
makes people smile. And then I was like, you know, I think I'm
Her lensless glasses on to something...”
were a huge
conversation starter. “there is a demand for unique
pieces. People still love
artwork. we should bring it
in a different form”
Lysandra creates the glasses herself and she believes that
if the bigger company was interested in this trend they
could reach more people and share the ideology with them.
As well as bigger brands have more opportunities for
perfecting the quality and manufacturing process.

“...The hardest part is the time that it takes to

create my pieces, because I like quality and I like
for everything to be perfect as perfect as
possible, so it takes time. The best part about it
is that. Once I'm done and I do take my time off,
I'm able to be with my family. I'm able to be with
my daughter. I'm able to actually let go and feel
fulfilled that I've accomplished what I wanted to
do...”
Lysandra believes that people should not be
scared to wear extravagant clothing and express
themselves as they wish. Wearing handmade
frames help her to show off her personality and
stand out from the crowd. It is truly a wearable
art, each pair is unique. Sometimes she created
personal eyewear for her friends, where she tries
to think of their character and match the fabrics.

“...People want something different and

unique these days. They want something
that they can add to their existing
wardrobes, colours, prints and spice it up...”

“...I want to go places...like Lysandra has a great admiration for other

Ghana, Kenya. I want to go to cultures and diversity in the bigger picture. She
Turkey. I heard Turkey has struggles with the fact that there is not enough
beautiful fabrics. I want people cultural representation from bigger brands.
to be able to relate to the Consumers fancy for unique accessories and
clothes and accessories they clothing pieces, however, right now it’s really hard
wear...” to find.

Fashion as an Adventure,
Not a Destination

“...I value my interactions

with people. I value Being able
to change someone's mood, I
value being a positive light in
people's life. Those
interactions are very
important. So those are the
things that I value...”
why “...I had to choose between

lens shutting down and

showing up. I decided to
less show up...”

eye
wear?
“...My reason is style. My reason is
again wanting to be different, to add
colour to a room. A lot of times when I
wear my colourful pairs people smile
when they see me, they're like, oh, she
looks weird, but then they they look
again and you can see the attitude
change because they're like, oh, OK, this
is something, you know, very creative.
So it brings joy and it makes me feel
stylish. And that's that's what I like
about it. That's why I do it...”

If it makes you happy, no one

else’s opinion should matter.

Lysandra has come on a great journey of accepting herself.

She wants all the young people to be able to express
themselves freely. That’s why it is so important to create
diversity in clothing and accessories within big brands that
have a huge following and reach.
Lysandra, 47 years old

Lysandra, 11 years old

She truly believes that these glasses are not just

accessories but an art, that we can implement into
our daily lifestyle. Life can get hard, while fashion
and visualization can help us get through it.

“...art is able to just manipulate one's “...I love that

mood. It is so important to society, art is
important to the individual because we
about what I do, I
have a lot going on in the world today, and don't have to fake
even the smallest painting or the smallest
figure can bring so much joy and just help anything. I don't
take someone's mind from a negative. And
have to pretend.
I think that's what's important to help
people going, keep going. On a day-to-day And it's just the
basis we get stuck emotionally and
psychologically. You know, I think art is the art of being just
aspect that has the ability to be like being...”
medicine... medicine for the soul...”
Because humans are social beings, we believe that the
accessory is an item that not only defines the
wearer's psychological, social, and cultural
characteristics but also functions as a relational
object. The items on display, along with the sensations
they evoke, are all connected to the people's
personal experiences, which in turn shape their
identity and self-perception. This makes it clear that
the item is a reflection of the individual—who they
were, are, and aspire to be. (Moller, 2017)

It's all in the details.

Accessories are the exclamation
point of an outfit.
Accessories 101:
Carries the wearers identity

Is embedded with personal and emotional stories

Is a symbol of experiences of significance to the wearer

Tells stories about the wearer

Can be seen as an integrated part of the wearer

what needs are met? Is of emotional and material value to the wearer

Lysandra thinks that if people do not wear glasses for

style, it is a channel for self acceptance. Some people
just like to feel good and feel different. Others collect
them if they don't wear them, they put them around
the house on the bookshelf. It's wearable art, so it
brings joy to a space and it brings joy to a face.
Lysandra believes it can add a little bit of light to a
person's day. So if it's not just for fashion, it's just for
the art collective aspect of it.
marketing impact
As a Hero content Levi’s
can have a DIY event,
where people will be able
to manufacture the Today’s increasingly
glasses themselves, individualistic consumers place
wrapping them in considerable value on self-
different fabrics and expression and asserting their
denim. As we understood, individual identity.
these individuals are into Individualism is a mega-trend
craftsmanship and that represents consumers'
creating accessories and desire to seek products that
clothing pieces make them stand out from the
crowd and provide them with a
themselves. Therefore, it
sense of personal and social
will attract attention in the
identity (Bone, 2012).
media and create a boost
for the campaign.

Your Imagination, It is crucial to outline the impact

Your DIY Masterpiece this product can have on the
recycling aspect. As a mass
producer of jeans, Levi’s faces a
problem of coping with denim
waste. Since the glasses will be
wrapped in the previously used
fabrics, it will support a
sustainable approach to
fashion. Levi’s will be able to
create a series of educational
videos showing the situation
regarding jean waste and how
lensless eyewear can be a
beneficial solution.
A valuable consumer-product relationship is one that
is driven by both function and emotional attachment.
I am inspired by the idea that an object can facilitate
everyday action while also providing a sentimental
purpose. (Moscot, 2013)

The Story of Lysandra gives us the understanding that

people nowadays are seeking unique products. That’s
why it’s important to outline diversity and authenticity
in the product. Levi’s can showcase shot videos on
Instagram and TikTok, how people from different
cultures and backgrounds style the glasses.

Accessorize
Your Personality
with Frames

The brand should focus on creating an immersive

website, where consumers can choose the shape of
glasses, as well as the color of denim. People enjoy
interactive online shopping, such as seeing products
in 3D. This will help to add a personal touch to the
final pair.

In a World of Copies,
Be an Original
Diversity is Beautiful,
Inclusion is Powerful ethics
Understanding that diversity
does not imply inclusion is the
first condition needed to
make a shift toward a
more inclusive fashion
industry. Some brands use
“diversity” and “inclusion” as
synonyms even though they
have different meanings. While
diversity is concerned with
managing and recognizing the
value of differences, inclusion
is concerned with the
processes that incorporate
differences and thereby help to
realize their value (Oswick &
Noon, 2012)

It is of utmost importance for Levi’s to "Diversity is not about how we

showcase both diversity and inclusion in their differ. Diversity is about
campaign. Currently, it is a big issue for many
consumers, they do not see themselves in the
embracing one another's
advertising- representation of their sex, race uniqueness." — Ola Joseph
or look. Therefore, they do not purchase the
goods, they cannot picture themselves using
it.

For this project, we are trying to embrace the

personalization and individuality of people.
Porteying it on the website, media platforms,
and ads is crucial.
Prevention of waste creation and
recycling of waste provide maximum
benefits of utilization of products by
extending their usage and life before
being discarded as waste. Recycling
programs are important due to
economic, social, and environmental
reasons. Waste disposal programs are
more expensive when compared to
recycling packages.
(Radhakrishnan, 2017)

preserve the world for

future generations.
start thinking now.
Modern consumers are highly concerned with the
sustainability of the product and manufacturing
process. Levi’s as a big player in the denim sphere
and a brand that cannot be unaware of the issues
regarding jeans waste. This whole project is in spite
of waste since the fabrics used for lensless glasses
will be coming from used and “unneeded” denim.

denim upcycling
The term upcycling is given to the transformation
of byproducts, unwanted products, or waste
materials into new materials or products of
better quality or better environmental value.
(Radhakrishnan, 2017)
Appendices
Reflection
- Why are you interested in your chosen type of consumer behavior?

I myself am interested in the fashion sphere. Questions like “What do people wear and
why do they do it” can be an interesting topic to research and talk about. In addition, I
think nowadays a big role of cultural representation is played in fashion, people more
and more try to integrate traditions and different fabrics into designs. They are more
concerned about the inspirational background and the story of the clothing item or
accessory, as well as how they can show this to consumers. I was also thinking a lot
about the fast-changing trends these days and how many brands have repeated
themselves and their competitors design-wise numerous times. By presenting this
consumer trend I wish for big brands to embrace manufacturing unique items.

- Which 3-5 things have you learned in the course consumer behavior?

Throughout my research, I have discovered the trend itself, since I never knew that
people wear lensless glasses and turn them into certain types of art. I have discovered
that generally wearing glasses can make people feel more important and smarter. I
was able to be closely introduced to a brand of Levi's and their policy. They have a
great history and an interesting ideology.
New consumer behavior
Brand: Levi’s

Consumer trend: The main reason for wearing glasses - eyesight loss. However, in
recent years more and more people wear glasses with no lenses. Why? This trend of
wearing glasses without prescription lenses is largely driven by fashion and style
considerations. These non-prescription, or lensless, glasses have become a popular
accessory, transforming eyewear from a mere vision aid into a statement piece that
can significantly impact one's overall appearance and fashion choices.

Unmet needs: There are not enough brands that manufacture lensless eyewear,
therefore no diversity in the product lines. Some people don’t even realize that this
product is an existence. To address these issues, manufacturers could broaden their
product lines to offer a wider range of lensless eyewear styles, materials, and designs.
Additionally, improving marketing and awareness campaigns would help future
customers understand the availability of this product. A more diverse market could
encourage competition, resulting in innovative designs and potentially more
affordable options for consumers. Overall, increasing diversity and awareness in
lensless eyewear can benefit both consumers and the industry.

Why is the chosen consumer trend important for the brand? Lensless eyewear is a new
and exciting trend that has been seen in the media and promoted by big fashion
designers. Levi’s is exactly the brand that can take hold of it and introduce lensless
glasses to fashion lovers who are indeed of a fresh look. We live in a world where
trends are changing so fast that sometimes brands are not able to keep that pace.
This time we suggest Levi’s to be in the role of a global trendsetter. The brand has a
responsive audience and a real ability to provide consumers with unique style
opportunities.

Why consumer audience understanding is important for the brand? Nowadays it’s
impossible to blindly launch a product and hope for its success. With the abundance
of various products and diversity of good markets, it’s hard to introduce something
new and innovative. This is why marketing research and in-depth consumer analysis
are very important for the brands. To create a product that will be bought and
suggested to others we must deeply understand consumers, their pains, and motives.
Details ethnographic interview

- Who did you interview (you don't need to provide the real name)?
Lysandra Perez-Brown.

- How did you find the respondent?

I have found her through hashtags on Instagram, she creates lensless eyewear herself.

- Do you have consent to use the pictures?

Yes. In addition, a lot of pictures I took from her Instagram page.

- Why is it an ethnographic interview and not a general one (refer to the visuals and
quotes you have used in the report)?
We deeply talked about her childhood and how it influenced her behavior and
ideology right now. She told me about her workdays, her family members, and her
relations with them. As well as her journey to finding her hobby and the process of
manufacturing glasses.

- How did you immerse in the context of the lives of the consumer?
I wasn’t able to meet her in person, since she lives in New York. We had a great Zoom
meeting; she was doing it from home. So, she was able to show me around a little bit.
She posts a lot of things on the Internet, so I was able to study her from top to bottom
and see a lot of content produced by her.
ethnographic interview Speaker 1 - Student Marina Maltinskaia
Hi, how are you? Speaker 2 - Interviewee Lysandra
Speaker 2
I'm good. Good. And you?
Speaker 1
I'm good. Thank you.
Speaker 2
OK, I want to start this meeting with me a little bit telling you about myself and what we're
about to do today. So I'm Marina. Originally I'm from Russia, but I study at a university in the
Netherlands. And the interview we're about to do today is ethnographic interview. So it's not
really regular one. We're going to talk about your deeply as a person, your daily life. Yeah. So
if you're OK with it, I would like to start.
Speaker 1
Sure, let's start.
Speaker 2
You talk a lot about becoming your true self and the value of finding your own style. Tell me
about your journey, in this sense. When did you start developing your own vision in this area?
Speaker 1
Well, I have been doing my company, Khandie Woo for over 10 years now. I started off
creating one-of-a-kind handmade jewellery. I would recycle paper I would use like different
types of materials to create one-of-a-kind pieces. The one-of-a-kind aspect is special. To
me, because I love to be able to have people feel proud of themselves and their authenticity,
being different from the crowd, being different from societal norms. I myself was bullied in
school, so I always felt like I didn't fit in. So I decided that standing out is the best bet for me
and try instead of trying to, you know, fit in places where I didn't feel welcome or understood.
So creating one-of-a-kind jewellery helped me to share that ideology with the world.
Speaker 2
Yeah, that's very nice that you was able to monetize your first. It was a struggle, something
you felt worried about, but then you realised that actually that's your strength. Yeah. And by
the way, I I like your glasses. It's amazing.
Speaker 1
Thank you. Thank you.
Speaker 2
Yeah, I know. About your Caribbean roots and now you also told me about your struggles in
school. How do you think this background really shaped you as individual? I I guess it made
you really stronger and not caring about what others think. Tell me about it a little.
Speaker 1
So it definitely made me stronger. What it helped me to build is a confidence in my own
ability to judge myself. It gave me the confidence in everything that I approach in life,
whether it be a hobby, my career, even meeting. New people, it helps me to challenge. Myself
as to what I can do from day-to-day. I started creating the lensless eyewear in 2017 to bring
my brand to another level. I always wanted to see my work on the runway. And I was able to.
Perfect my craft by hand, detail and fabric. So I take the lenses out as an artistic statement so
that we can keep our vision framed in culture. No philtre and no shade, so there's. Yes. So I
use a lot of cultural colours and prints and I do customs as well. So I feel like it's very
important to emphasise. Being strong, being authentic, letting others know that it's OK to be
different. It's OK to be authentic. It's OK to want to do something different from your friends
because I feel like peer pressure really takes the youth into a spiral downward and and they
don't. Get a chance to really know themselves until it's too late. I'm 47 now. It took me a long
time to to understand that it it's not so important to follow a crowd. You know, it definitely
builds character.
Speaker 2
And I think right now with the development of social media, it kinda goes both ways because
there is. Pressure from social media being as everyone following the trends, however, there
are different concepts that are being translated by people like you, for example, that you
have to be your own boss, that you're in charge of your life, and if you're doing want to do
something different, there is nothing wrong about it and. Yeah, that's that's. I think it's very
important for people to hear it. From others also.
Speaker 1
Yes, I think so too, and that's why I like to push that message as well. And even if we're going
to be on social media, because it is an important aspect of our society, we have to be on here.
So why not have something special enough, like a piece of wearable art that sets you apart
from the rest?
Speaker 2
Of course.
Speaker 1
You know, like you're. Not pressured and to to just being so. You know such a copy. Of what
society and the world tells you to be, you're able to add your own. You know your own look,
your own feel, your own mood. You know, to think.
Speaker
Yeah, yeah.
Speaker 1
So you don't have to totally cancel out. Social media you. Put your own spin on it and you take
control instead of it taking control of you.
Speaker 2
Yeah, that's that's very important. I I really support that idea and that you can seek
information and the Community there, but you also have to be very critical on on many things
there. Yeah. So, uh, do you remember the first pair of uh glasses you made? What? How can
you describe them? Do you remember? What you what? We were feeling at that moment.
Speaker 1
Yes, I had a trip to the Salvation Army, which is a very big local thrift shop, and I found a pair
of bifocal glasses. But the frame itself was so intricate and I loved it, so I bought them for
about $3. And when I got home and I took them out the bag, I noticed they were broken. They
were cracked on the side, so the lens came out. And I said, you know what? I'm already a
mixed media artist. Why not try something different? So I actually use the fabric to detail it,
and I detail the whole thing. And then I was like, you know, I think I'm on to something. And I
had extra fabric, and I put on my head wrap and there was an event. Coming up so I saved it
specifically for that event. It was an outdoor festival. And I wore the whole set. I made-up
hair earrings to match the eyewear, the head wrap, and it just made me feel so regal. So
royal to be able to walk around. And people are looking and they're like, wow. And I'm like, I
created this, you know, it instilled a lot more confidence in my abilities to make myself look
good. And my ability to make people smile. And love and give them something different to
see from, you know, outside of the norm.
Speaker 2
So, uh, you were saying that you like that people were looking at you, that they were noticing?
Do you think in general that this expression of you with the like in different accessories, of
course it become, it becomes more and more popular right now. However, it's still if you see
reason with the glasses that that don't have lenses. And they're very bright, colourful,
wrapped in fabric. Do you like this? Attention and this? The people seek information and they
want more.
Speaker 1
I love the attention because it's a conversation piece. They're not looking at me because I
look. Weird. Then you know they're not looking at me because. In a negative way. Yeah. It's
it's. They're intrigued by what they see. So it's a conversation piece. And I'm an introvert also.
So being able to have peoples attention in a good way. I like that you know it. It it helps me
be able to talk to people. It gives us a reason to communicate. Gives us a reason to find out
more about each other, I guess. Tell them. About my brand. So it's a good attention.
Speaker 2
So that time when uh, you wore this outfit, you realised that people made a lot of comments
and they were interested. And this is where you were like ohh I can. Maybe there is a demand
for things like that.
Speaker 1
Yes, there's definitely a demand for unique. And special pieces. People still do love artwork.
I'm just bringing it in a different form.
Speaker 2
Yeah, that's truly and they can. Yeah. It's like an art fork daily, daily artwork, because you can
even wear it all the time. Yeah. So making these glasses, it really does need some kind of
handcraft. There is some knowledge behind it. How did you learn that skill? How did you?
Come up. You came home. With the broken glasses and why? Because what? What I would
think about maybe just glue. And that's it. Yeah and yeah. Why did you say that? OK, I can
maybe use some some uh fabrics I have at home. Why? Why wrapping? Why crafting? What
is the skill come from?
Speaker 1
My mom is an artist and she does painting. She does decoupage, she does all types of
different things, which I learned as well, and those are the same techniques that I use when I
make handmade jewellery. So to translate that to A-frame was. Easy. It was just perfecting
the craft and making sure that it looked good and it felt good, you know? But I I have no
formal training. It's just being a crafty person, loving crafts and art and working with my
hands.
Speaker 2
Yeah. So it's like there was a lot of uh trial and error process learning just on your own.
Speaker 1
Doing it on my own, definitely a learning process. The first pair it was OK but. Continuing
after that, I said I want to perfect it. I really if I'm going to sell this to somebody, I want it to
be perfect. So I had to be a bit of a perfectionist when it came to creating more of those. So I
pick a specific frame, quality fabrics, the adhesives. I I have it down. To I have a special
protocol and procedure that I do make sure everything is good.
Speaker 2
Every this. Yeah, I can imagine. Can you tell me about the the last pair of Leslie where you
created, what inspired you on that?
Speaker 1
The last pair that I actually created was a yellow half frame like this and I detailed it with
some sunflowers that I had on a print a fabric print and I put the sunflower on one side and
the green leaf of the sunflower on that side, which is a one-of-a-kind. Piece and it was made
for. An emcee? She's a promoter. And she's always on stage. She's always bright. She's
always laughing and and making people laugh at the different festivals and events. So I
thought it pretty much signified who she was, you know, just a ray of sunshine and being a
woman. She was just a beautiful flower. So I created those for her. And she wore them a
recent event.
Speaker 2
Nice and uh, I really like uh, this approach that I know you have like a website you can buy
where you can buy already manufactured pairs, but there is also where you analyse the style
and try to manufacture something for specifically for a person and their need. It really suits
and. Individualistic approach to everything.
Speaker 1
Yes. So I'd like to detail according to their personality. I want them to be happy and feel good
when they wear it. Of course, I want them to wear it all the time. I want them to become
collectors of the pieces that I make and they literally have their own collection of wearable
art. And I think that's what's so special about what. You do and. I just I appreciate all of my
clients because they really they really represent when they get dressed up like they look good,
they feel good, they send me pictures. I love it. It brings joy to me.
Speaker 2
So what kind of clients you see the most? What what? What are their motivations when they
come to buy your product?
Speaker 1
They want something. Different unique. They want something that they can add to their
existing wardrobes, colours, prints. I have a lot of clients that are in corporate America. A lot
of artists themselves, a lot of different creatives. Music artists models like every everyone that
is. Expressing themselves. In a world where they want could be the same, you know, I think it's
it's important to just be able to tap into all walks of life. All walks of life. So in a in a a law
firm at the front desk, you may walk in and see a pair of candy with frames. You know I'm I'm
appreciative that it's being taken so seriously in the sense that you know what that person
wants to show and express themself. In a practical way, you know it's a professional setting.
You don't want to take away too much or be a distraction. But you have a little bit of
something that expresses your personality. And I think that's. That's what makes it like very
special and my my clients are from all walks of life, so I don't really have to pinpoint and pick
and choose who I want to sell to because it could be for any and everybody.
Speaker 2
Yeah, that's uh, that's very true. And even though, uh, your main concept is the landslides
eyewear, I do know that you have a prescription for, like, glasses with real lenses. So you still
wanna wanna cover the bigger market. And also give it to people who. Would maybe want to
wear. Without lenses, but for example they have an issue and they need to wear glasses
because yeah, it's more comfortable for them that way.
Speaker 1
Yeah. So the prescription line. I so want to be able to move into the the manufacturing market
that I designed a pair of cat eyes and three colours which I named after my daughter Landra.
So that. I can accommodate people who wear prescription lenses, so that first line is my very
first, which I started in 2022 and I'm looking forward to creating more designs for men and
then the next one will be. The kids. So I'm working my way up the ladder into the
manufacturing market and they and they come standard with a blue light philtre lens. So it's
like a computer glasses, but you can take the lens out and go have your optometrist put your
prescription in.
Speaker 2
It's very, very convenient and if if people are still. Wanna be part of candy? Who they they
can do it by purchasing them and it's great that you're, uh, developing and expanding your
line. That's that's really here. You mentioned your daughter. How do you think you your
childhood experience your.
Speaker 1
Yeah. Thank you.
Speaker 2
Journey as an entrepreneur. How do you think you translated it to her when she was younger,
when she was growing? What was that relationship like?
Speaker 1
The relationship with my daughter, she was able to see me grow. She's 25 now, so we literally
grew up together. She grew through my my changes of of not being an entrepreneur to
wanting to be an entrepreneur and now being full blown in the process. Of building my brand
and just working on it, I feel like I'm a good influence on her because even if she doesn't want
to be an entrepreneur, she's able to see how life is to. Struggle to make it struggle to pursue
your goals and your dreams, and I feel like it's important for me as a parent growing. Bullied
in school and and not being or not feeling understood by my parents, I try my best to include
her in the process so that she can understand that life is never easy. When I was a teenager I
always thought life is easy. Oh, let me just do what I want to do. But you can't. You have to
think ahead. Umm, you have to plan for your future. And you also have to understand that
your future is determined by what you do now. So I think that it's important for me to just
express that to her through my actions, not just through my words, because, you know,
sometimes kids don't listen to their parents. So through my actions. I have to leave my
example you.
Speaker 2
Know. Yeah. Yeah. And also it's, I feel like you're a great example of just, even if she doesn't
want to pursue the same career path, it's still determination and. Really understanding if
there is a passion you can make it. If you really believe in it. It's a it's a. Simple story. So if
we're talking more about daily lifestyle, which you do just on the regular work day, how does
it typical date? Work. Look for you. What is your routine? Speaker 1
Well, I do home care, so I take care of elderly patients at their homes. Right now I'm at the
gym. I started working out more with Golden Army fitness. One of his great we.
Speaker
You're so.
Speaker 1
I met him. Through Instagram, social media social media is a good place though.
Speaker 2
It's a channel, yes, for sure. I without Instagram I wouldn't have found you. So yeah.
Speaker 1
Exactly. I love Instagram, so we won't kick it to the curb, but on a daily basis, I'm a caregiver.
I'm I'm a creator, I create products, I manage my my website. I just started a podcast in June.
So trying to build that as well as. Create a new marketing strategy for my brand. I style photo
shoots, fashion shows so pretty much I keep myself busy all within the aspect like my brand is
not just a product, it's it's a whole lifestyle. It's it's a whole. It's me. You know it is me.
Speaker 2
Yeah, it's in it. It really. You can we can. I see. I think like we can people can really feel that
because. What you translate on your Instagram of the website on all the videos we can really
see that candy, who is is really you, it represents everything the same. There is no faking in it.
And uh, since your uh job is very creative and there is like a handcraft and uh like a DIY part
to it, something that people could do for their free time. So what what then you do in your free
time?
Speaker 1
In my free. Time I get rest. I I like to cook. I'll cook and also. I like to read. And and do
research. You know, just research different things. I like to build on myself spiritually as well.
So just keeping my, my my mind clear. You know, that's what I do in my free time. Just try to
be easy and not stress myself with the.
Speaker 2
Entrepreneurial headaches. That's a great way to put it. And maybe what kind of? Uh dream
vacation, for example. You have for you and your family something you would think that
when you go there, you're like I made it.
Speaker 1
I'm going to say that I. Want to go? To I want to go to Ghana, Kenya. I want to go to Turkey.
And here Turkey has beautiful fabric. So I want to go places. Yeah. I want to go. I've I've been
to Holland. Yeah, I did a show in Amsterdam.
Speaker 2
Ohh wow so nice, great, great coincidence.
Speaker 1
2019. Yeah. So I I'm I pretty much would say those places for now, I've been to the islands
already. I just want to do something different. I want to go look for good food and nice fabric.
Speaker 2
So your entrepreneurial self is always there.
Speaker 1
Always. I tell you, my brand is me. Like it's always there. It's ingrained in me.
Speaker 2
Is there something this past week that made you feel gratitude for what you're doing and that
you're on the right path? Something something maybe happened that you were like? This is
I'm. I'm there. It's it's good.
Speaker 1
Well, this week I'm gonna say it was actually. Last weekend coming into the week, I was able
to. I've ended at an event and my mom was with me and she's rarely with me when I do these
type of events and she was able to enjoy the event and help me with products and you know,
it was just a whole experience having her there so. It made me feel grateful and have
gratitude to the universe for. Having a support system that allows me to be able to do what I
do without certain stress factors, you know, so I feel like having a support system to some
degree. Makes me feel like you know what I like I. Did make it? Because when I first started, I
didn't have a support system. Not everybody believed in what I was doing, so having my
mom there made me feel like, you know what? OK, yes, this is. This is a this is. What you
know, this is part of what I've been yearning for. To to. Have my family just say, you know
what? OK, you're serious about this, you know? And. And we believe in you and we we trust
your your, your, your movements and your journey. So that makes me really feel like.
Speaker 2
And I think it's a great joy when you can share your passion, your love for something with your
close ones. It's it's really great. And then when they understand you also, so you're doing a lot
of things, social media, websites appearances. Appearances in both online and offline
events. Do you have a a team that helps you with everything or?
Speaker 1
Yeah. No, no.
Speaker
Everything you're you're on your own.
Speaker 1
I do a lot of collaborations and I'm blessed to be able to find people that I can collaborate
with. They're doing their own thing. So we come together and we do something even bigger.
So I benefit from a lot of the collaborations like we benefit from each other. The cross
promotion is very important. And I believe that. Even though I don't have a team A-Team, I
still get a lot done because of the collaborations, because everybody has their own position to
play and we come together and we're an asset to each other. So for the time being, until I find
my team. I have a creative village that just helps.
Speaker 2
Yeah, but I think it's also, you know, at some point it's really nice because there is you're doing
everything the way you want. Everything is is uh, with your your own taste and uh, this is also
probably the reason why it feels so personal. Why the brand really answers to our to our
souls, to our feelings, because it's in every piece there is you.
Speaker
OK.
Speaker 1
Yes, and I love. I love. I love that about what I do like I don't have to fake anything. I don't
have to pretend. And it's just the art of being just being.
Speaker 2
Yeah. So you had a long way for more than 10 years developing your own business. Could you
tell me what are the changes that happened throughout this period from when you started to
at the point where are you right now? Maybe personal or the way you work with everything.
Speaker 1
So the changes that I made over time is learning not to take things personally. Learning how
to take no for an answer, learning how to develop my craft so that I'm I'm able to function
better. Learning how to develop. Myself, professionally, being able to talk and speak to
people about my brand and convey the message that I want to convey to them like I I do it a
lot better now before I was scared to talk, I didn't want to be a nuisance, you know? I didn't
want to put my stuff. Out there. But now I notice a change. I'm a lot more. Confident in what I.
Do I'm a lot more outgoing as far as presenting myself and my brand. I'm able to. To be in
better places now. Meaning, when I say better places, I'm in more high-ranking places, you
know. Which is important to me as a business owner and personally because we always want
to elevate. In life and elevate professionally. So I I'm open and I'm open to. More professional
opportunities just based on the growth. Through my brand.
Speaker 2
And uh, how would you, uh, say your daily life like your community as you had before, with a
friends. How did develop in the sense of you becoming more successful creating your own
thing? What there were there? People who helped you through this journey or when they
weren't able to. Understand you.
Speaker 1
I'm gonna say. Again, the collaborations like even when I went to Europe, I I styled for a
designer out there, House of Byfield. And then coming back to the states, doing different
fashion shows, the collaborations this, this is where I made a lot of my friends. Through
collaborations, because again, I was bullied in school, I didn't really grow up with a lot of
friends. I was very sheltered, so my brands. And it saw. My brand in itself really helped me to
have something to talk to people about. It broke the ice and allowed me to get to know
people better and they got to know me. So that's how I built friendships. So I do have a lot
more meaningful friendships now, just through me expressing myself through my brand. I
don't know if if that's a good thing or a bad thing that I'm so ingrained into my brain, but I I
love it and it it makes sense to me.
Speaker 2
I think uh, it's a beautiful thing when there is a passion and you're able to monetize it. And
then go.
Speaker 1
Yeah, that's that's that's the that's the goal. That's the dream. And once monetizing it, being
able to share. My experiences and my knowledge, that's what I want to do in the future. Like I
want to open up an Academy, I want to teach. How to do what I do?
Speaker 2
Well, I'll. Put the. Big future plans.
Speaker 1
Yes, that's what I want to do. So all of this is. Work that's not done yet. You know, I still have a
long way to go. I still want to do more so.
Speaker 2
And it's all about you being worried sometimes that you're too involved in your brand. What
would you say are the hardest part and the part you enjoy the most about being an
entrepreneur and having your own brand that reflects yourself so much?
Speaker 1
The hardest part is the time that it takes to create my pieces, because I like quality and I like
for everything to be perfect as perfect as possible, so it takes time. The best part about it is
that. Once I'm done and I do take my time off, I'm able to be with my family. I'm able to be
with my daughter. I'm able to actually let go and feel fulfilled that I've accomplished what I
wanted to do. And UM. It just allows me to to free my mind create creating is actual therapy
for me. I'm going to say that as well. It's therapeutic.
Speaker 2
It really is. It helps to take your mind off things for sure. We talked a lot about you being an
entrepreneur and creating these glasses, but why in the 1st place you enjoy wearing lensless
eyewear? Because I. Did a lot. Of research, of course, for my paper, and there are many,
many different things that people who are wearing them. But just as a stylish. As a part of
their style as an accessory, there are people who wear it because they wanna hide something
or their, you know, pop of colour in their look or confidence. Also, glasses are people are
considered as a geek chic. You wear glasses. People can think you're smart or something.
That's so what's your reasoning? Wearing less, less eyewear.
Speaker
Right.
Speaker 1
My reason is style. My reason is again wanting to be different. Wanting to be able to add
colour to a room and wanting to be able to add joy because a lot of times when I wear my
colourful ones and I dress up and I put them on like people smile when they see me in the.
Kids smile, elderly people, they look, they take, you know, they're like, oh, she looks weird, but
then they they look again and you can see the attitude change because they're like, oh, OK,
this is something, you know, very creative. So it brings joy and it makes me feel stylish. And
that's that's what I like about it. That's, that's what it does for me. That's why I do it.
Speaker 2
Yeah, that's very true. I myself really enjoy dressing up fashion. I really like it, but it's where I
come from. It's more classical nsew tones. It's you. Keep it, you keep it in a in very, very
chicken in that way. But I still right now I live in Europe and whenever I see. People, even
wearing something crazy bright. I'm always. Applause For their being. Brave. The desire to
stand out and not being scared of who you are and expressing yourselves. And I really. And I
really like that you translate it through your channels and.
Speaker 1
Exactly. Exactly.
Speaker 2
Make people stand out. So, uh, what do you think other specific needs that this product, these
uh glasses meet for other people? For example, uh, are there different reasons other than
fashion?
Speaker 1
More or less, if it's not fashion, it's self acceptance. Some people just like to feel good and
feel different. Some people collect them if they don't wear them, they put them around the
house on the bookshelf for, you know, it's art. It's wearable art, so it it brings joy. Right to a
space. It brings joy to a face. You know it. It just it just it adds. It adds a little bit of light to a
person's day, you know? So if it's not just for fashion, it's just for the art collective aspect of it.
It just brings joy.
Speaker 2
Yeah. I I I think it's a great and it's a great representation of culture of, of also having it as a
as a reminder. For yourself, yes, so. From all the entrepreneurship going and creating uh,
glasses, what do you value the most about this experience and why is that?
Speaker 1
I value my interactions with people. I value. Being able to change someone's mood, I value
being a positive light in people's life. Those interactions are very important. So those are the
things that I value.
Speaker 2
That's that's really great. I think you answered on almost all my questions. Maybe maybe
there are some things I didn't ask you and you think that would be a nice addition to my
paper since it about lensless eyewear, what you think their party should be focused on as a?
Speaker 1
Very good.
Speaker 2
It's a representation. Maybe you have some suggestions?
Speaker 1
Pretty much. I'd love for you to include how. How art is able to just manipulate one's mood.
Like art is so important to society, art is important to the individual because we have a lot
going on in the world today, and even the smallest painting or the smallest figurine can bring
so much joy and just help take someone's mind from a negative to a positive. And I think
that's what's important. To help people going, keep going. On their day-to-day basis, you
know it's important because we get stuck emotionally and psychologically. You know, I think
art is the aspect that. It it has the ability to be like medicine, you know, medicine for the soul,
yeah.
Speaker 2
Art is medicine for the soul. I like it a lot. And this is also something I believe in too. I like art,
and I think it's great.
Speaker 1
Yes it is.
Speaker 2
Thank you so much for for your. Time and I. I love your story. I love what you do. I just want to
wish you all the all the success and all the best things.
Speaker 1
Thank you so much and good luck with your paper. Let me know how what grade you get, OK.
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