Vontélle: An Interview with Founders Tracy Green and Nancey Harris

Back in February, we introduced you to our exciting new brand, Vontélle. With their specially-designed fit and exciting, colorful frames, Vontélle continues to be one of the most distinct styles available on Eyeconic®. And the story of Vontélle and its founders—Tracy Green and Nancey Harris—is nearly as interesting as the variety of frames they offer. We recently sat down with both women to talk more about their time in the eyecare industry.

How did you get involved with the eyecare industry? What inspired you to start Vontélle?

TG and NH:  Our  journey into the eyecare industry began with a personal experience that sparked a realization of a significant gap in the market. After both losing our expensive eyewear within the same year, Tracy and I made a conscious decision to seek out eyewear from Black-owned brands for our next purchases. However, our search for stylish glasses with an ethnic flair led us to discover a glaring absence of options that catered to diverse faces like ours.

Further investigation revealed that the eyewear industry largely overlooked the unique needs of individuals who require wider bridges, longer temples and larger lenses for high cheekbones. This oversight resulted in discomfort, headaches, and blemishes for many wearers. Additionally, our experience at an eyewear expo in Paris, where we encountered a predominantly male and Caucasian-dominated industry, solidified our realization that there was a critical need for change.

This realization served as our “aha moment,” propelling us to embark on a mission to redefine the narrative and vision of the eyewear industry. Our goal with Vontélle is to infuse diversity, culture, and inclusivity into the world of eyewear, offering stylish and comfortable frames that celebrate the unique features of every individual.
 

What was the most difficult part about starting a new eyewear company?

TG and NH:  Launching a new eyewear brand posed a significant challenge due to the industry's resistance to change and lack of diversity. As newcomers, we faced the daunting task of breaking into a market controlled by well-established companies, which means overcoming substantial obstacles.

Additionally, sourcing materials, designing frames that catered to diverse face shapes, and ensuring quality manufacturing were formidable hurdles. We had to invest time and resources into researching, testing, and refining our products to meet the high standards we envisioned.

Furthermore, establishing brand recognition and gaining traction in a crowded marketplace presented its own set of challenges. We needed to differentiate ourselves from competitors, build a loyal customer base, and effectively communicate our unique value proposition to consumers.

Overall, the journey of starting a new eyewear company demanded resilience, perseverance, and a willingness to challenge the status quo. Despite the obstacles, our passion for creating positive change in the industry and our unwavering commitment to our vision kept us motivated and determined to succeed.
 

If you could give one piece of advice to someone entering into this business, what would it be?

TG and NH: In an industry where competition is fierce and established brands dominate the market, finding a unique selling proposition is crucial for success. This industry requires hard work and determination. Focus on building strong relationships with customers and providing exceptional customer service can help to sustain long-term success in the competitive eyewear industry.

Ultimately, stay true to your brand vision, continuously innovating, and prioritizing customer satisfaction are key ingredients for thriving in the eyewear business.

 

What do you think distinguishes Vontélle from your competitors in the eyewear space?

TG and NH : What distinguishes Vontélle from our competitors in the eyewear space is our unwavering commitment to diversity, inclusion, and innovation. One of our key differentiators is our focus on providing eyewear that fits and flatters a wide range of face shapes and features, including wider bridges, longer temples, and larger lenses. By addressing common pain points such as discomfort and poor fit experienced by individuals with diverse facial features, we offer a unique value proposition that resonates with our target audience.

Also, our dedication to innovation sets us apart in the industry. We continually research and develop new technologies, and designs to improve the functionality, comfort, and style of our eyewear. Whether it's leveraging 3D scanning technology for precise measurements or collaborating with artists and designers to create exclusive collections, we strive to push the boundaries of what's possible in eyewear design.

Additionally, our brand Ethos® emphasizes authenticity, empowerment, and community engagement. We celebrate individuality and self-expression, encouraging our customers to embrace their unique style and personality through our eyewear. Through partnerships with organizations and initiatives that promote social impact and positive change, we aim to make a meaningful difference in the lives of our customers and communities.

Overall, Vontélle stands out in the eyewear space not only for our stylish and functional products but also for our dedication to inclusivity, innovation, and social responsibility.

 

Your eyewear draws from your African, Caribbean, and Latin heritages. Why was it important to you to integrate these elements into your designs?

TG and NH: Integrating elements from our African, Caribbean, and Latin heritages into our eyewear designs was crucial to us for several reasons. As co-founders, Nancey Harris and Tracy V. Green hail from Caribbean and Latin descent respectively, incorporating designs that pay homage to our cultural backgrounds was a natural choice. We wanted to infuse our eyewear with motifs, colors, and patterns inspired by these cultures to celebrate and honor our heritage, reflecting the rich diversity and beauty of our backgrounds. Moreover, incorporating cultural elements into our designs serves as a form of representation and empowerment. Historically, mainstream fashion and beauty industries have often overlooked or marginalized people of color, particularly those from African, Caribbean, Latin, Indian and Asian backgrounds.

By showcasing the richness and vibrancy of various cultures through our eyewear, we challenge stereotypes and expand the narrative of what is considered beautiful and fashionable.

Additionally, integrating cultural elements into our designs allows us to cater to the specific preferences and tastes of our diverse customer base. We recognize that individuals from different cultural backgrounds may have unique style preferences and aesthetic sensibilities. By offering eyewear that reflects their cultural heritage, we provide our customers with options that resonate with their personal identities and allow them to express themselves authentically.

What has surprised you most about working in the eyewear industry?

TG and NH: The vastness and intricacy of the eyewear industry has been truly surprising. It’s not just about the glasses themselves; there’s an incredible network of interconnected components and processes that make up the industry’s ecosystem. From the initial design phase to the final product reaching the consumer, there’s a complex supply chain involving designers, machinery for exams and production, eye care professionals, sellers, and even accessories like contact lenses and packaging materials. It’s fascinating to see how each piece fits into the larger puzzle, contributing to an industry that extends far beyond what meets the eye. 

Many of your frames have interesting and compelling names. How do you decide on these?

TG and NH: The names of our frames are carefully chosen to reflect the essence and inspiration behind each design. When selecting names, we draw from various sources, including the style, aesthetic, and cultural significance of the glasses.

In the initial stages of our brand development, we drew inspiration from our own backgrounds, which encompass African and Latin heritage. This cultural influence is evident in the naming of our frames, as we sought to infuse each design with meaningful and evocative titles such as Rand, which is the official currency of the Southern African Common Monetary Area and Kente, a brightly colored material made in Ghana.

We develop personas for each collection, allowing us to tailor the naming process to the specific theme and aesthetic of the frames. By assigning names that resonate with the style and character of the glasses, we aim to create a cohesive and engaging experience for our customers.

Do you have a favorite frame style?

TG and NH:  As the co-founders of Vontélle Eyewear, we have a deep appreciation for all of our frame styles, each representing a unique blend of design, functionality, and cultural inspiration. While it's challenging to choose just one favorite, we both have frames that hold special significance to us personally.

For Nancey, the "Rwanda Wayfarer" frame holds a special place in her heart because it was their very first design and is our best seller. Named after the Ghanaian symbol representing the importance of learning from the past to build a better future, the "Rwanda Wayfarer" frame embodies resilience, strength, and cultural pride.

Tracy’s favorite frame is the Gray Aztec Archetype. She likes its sleek wire frame, the blend of gray and the earthy brown hue, which symbolizes strength and resilience. She also adores the mirrored lenses and chic cat-eye style, adding flair to any ensemble with sophistication.

Overall, while we each have our personal favorites, every frame in the Vontélle collection is crafted with passion and purpose, reflecting our commitment to celebrating diversity, empowering self-expression, and redefining standards of beauty in the eyewear industry.

What changes in the eyewear world make you most excited for the future of the industry?

TTG and NH: The changes in the eyewear world that make us most excited for the future of the industry revolve around diversity, inclusion, and accessibility. While we have been dedicated to serving an often-overlooked market that embraces diverse facial features, we are also enthusiastic about addressing the needs of another underserved demographic: the petit market. Inclusivity is at the heart of our mission, and we believe that everyone deserves access to stylish and comfortable eyewear that complements their unique features.

We are excited to see a growing awareness and emphasis on diversity and inclusion within the eyewear industry. More brands are recognizing the importance of representation and are taking steps to offer more inclusive products and services. This shift towards inclusivity not only reflects changing societal norms but also presents an opportunity for the industry to better serve its diverse customer base and foster a sense of belonging and empowerment.
 

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