How a Frustration Became a Global Eyewear Brand Sold in 30+ Countries

Dr. Niklas Richter · 2026-09-15

### From Personal Frustration to Global Eyewear Brand What do you do when you can't find glasses that fit your face? Most of us would keep searching, settle for something close enough, or just deal with the annoyance. But Eline De Munck? She decided to fix the problem herself. That's how Odette Lunettes was born. In this episode, Eline shares the raw, unfiltered story of how a simple frustration turned into an international eyewear brand now sold in more than 30 countries. It's not just about glasses. It's about turning a personal pain point into a business that people actually care about. ### More Than Just Glasses: Building a Lifestyle Brand From day one, Eline knew she didn't want Odette Lunettes to be just another eyewear company. She wanted to build a lifestyle brand. Something that people didn't just buy from, but belonged to. "We wanted to create a world around the product," she explains. And that's exactly what they did. Every pair of glasses isn't just a purchase. It's an entry point into a brand that stands for confidence, individuality, and a certain way of seeing the world. - **Brand experience in stores:** Walking into an Odette Lunettes store isn't like walking into a typical optical shop. The vibe is warm, curated, and intentional. You're not just trying on frames. You're trying on a feeling. - **Marketing that feels personal:** Instead of shouting at customers, Odette Lunettes speaks to them. The marketing feels like a conversation, not a sales pitch. - **International growth with a local soul:** Even as the brand expands across borders, it holds onto its Belgian roots and personal touch. ### The Baby's@Work Debate: A Bold Move for Working Parents But the conversation doesn't stop at branding. Eline also opens up about a topic that's sparked plenty of discussion: Baby's@Work. At Odette Lunettes, employees can temporarily bring their babies to work. Yes, you read that right. Why? Because Eline believes that work and parenthood shouldn't have to be separate worlds. She wanted to start a real conversation about the impossible choices many parents face. Instead of pretending the problem doesn't exist, she chose to do something about it. > "It's not about being perfect. It's about being human." That philosophy runs through everything she does. Whether it's designing glasses or reshaping workplace culture, Eline leads with empathy and a willingness to challenge the status quo. ### Lessons in Entrepreneurship, Branding, and Daring to Choose Differently If there's one takeaway from this episode, it's this: you don't have to follow the rules. You can build a brand that reflects your values. You can grow internationally without losing your soul. And you can be a parent and an entrepreneur without sacrificing one for the other. Eline's story is a reminder that the best businesses often start with a simple question: "Why isn't this working better?" And then having the guts to answer it yourself. This podcast is brought to you by Creatic. They help small and medium businesses put their brand on the digital map with strong branding, thoughtful marketing, and high-performing websites. From brand strategy and visual identity to a website that actually delivers results, they make sure your business grows online with clarity and recognition. Curious about what they could do for your business? Discover more at www.creatic.com.