An Eyewear Designer To The Stars Offers Her Best Business Building Tips

Photo by ZOOBS

Sheila Vance

Twenty years ago Sheila Vance launched Sama Eyewear, her luxury fashion eyewear company. Since then many stars including Reese Witherspoon Colin Farrell, Jeremy Piven, Sir Elton John and Cher have worn her creations. She has custom designed frames for everyone from Stevie Wonder (embossing his album name on it so he could feel the details) to making items for the tours of Justin Bieber, Rihanna, Lenny Kravitz and Nelly.

However, her business plan was decades in the making. From the time she was seven and prescribed her first pair of optical glasses, she knew she wanted to create something that would help others see the world from a more beautiful place. The optician told the little girl that she would have to have to get used to wearing glasses for the rest of her life. "He picked through an awful selection of frames and chose a hideous pair of sharp blue eyewear filled with thick coke bottle corrective lenses," recalls Vance. "Looking in the mirror, in the harsh lights, I felt ashamed of my appearance."

That feeling stayed with her. "I always felt eyewear should not be a life sentence but rather a style statement of individuality and expressiveness — like shoes, earrings or handbags," says Vance. "The most important accessory that we wear should be the one framing our face."

In addition to working with many celebrities, Vance's glasses have been featured in countless films like Iron Man 2, Miami Vice, Mission: Impossible: III and  Terminator 3: Rise of the Machines. Her pieces will appear in the upcoming Heathers on TV Land and in the new season of Will and Grace.

Most recently Vance designed the custom fames that Dwayne "The Rock" Johnson wore as elite lifeguard leader Mitch Buchannon in Baywatch. With a modern take on the aviator the S.Y.D. (or Special Yellow Dwayne) Bay Elite shades were custom designed by Vance with direction from Baywatch Costume designer Dayna Pink.

Vance researches  the character's back story and works closely with costume designers to find the look they are trying to achieve. For Johnson, the eyewear was meant to punctuate his style "with a bit of an exclamation," says Vance. "Basically he is such a larger than life personality with great expressiveness in his eyes and brows when he is in character."

Courtesy of Paramount

Dwayne Johnson as Mitch Buchannon in Baywatch by Paramount Pictures. Working with the film's costume designer, Vance created glasses that are a modern take on a classic aviator.

Vance shared her best tips on how to thrive when you are just beginning your career.

Have a crystal clear career vision. It's important to love your vision and the journey, but also to literally see yourself in that future place. Also, maintain your determination to stay on the path without distractions, disruptions or negativity.

When I was starting out the eyewear field was dominated by men. Literally 95 percent or more of the designers, opticians and brand CEO's were men. I was constantly discouraged by many people who told me I should not bother starting an eyewear brand. I was encouraged to have a store to sell designer products and not bother designing and creating. But I saw myself having influence on the industry, leading trends and creating better eyewear, not just selling. I could always envision it.

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