She Couldn't Find Glasses She Loved—So She Built a Global Brand

Dr. Niklas Richter · 2026-09-15

What do you do when you can't find a pair of glasses that actually fits your face—and your personality? Most of us would keep searching, maybe settle for something close enough. Eline De Munck did something different. She decided to solve the problem herself and launched Odette Lunettes. That personal frustration turned into an international eyewear brand now sold in over 30 countries. In this episode, Eline shares how she turned a simple annoyance into a thriving business. She explains why Odette Lunettes was never just about glasses—it was always meant to be a lifestyle brand. And she dives into why the in-store experience matters so much, plus the lessons she picked up along the way about marketing, branding, and going global. ### More Than Just Frames From day one, Eline knew she didn't want to build just another eyewear company. She wanted to create a brand that people connect with on a deeper level. That meant thinking beyond the product itself—focusing on how customers feel when they walk into a store, try on a pair, and see themselves differently. - **Experience first:** Every touchpoint, from browsing online to trying on frames in person, is designed to feel personal and memorable. - **Lifestyle focus:** The brand isn't just selling glasses; it's selling a way of seeing yourself and the world. - **Global mindset:** Expanding to 30+ countries didn't happen by accident—it came from a clear vision and consistent branding. Eline also opens up about the marketing and branding lessons she learned the hard way. Not everything worked. But each misstep taught her something valuable about what resonates with customers and what falls flat. ### Baby's@Work: A Bold Move That Sparked Debate The conversation also tackles a topic that stirred up plenty of discussion recently: Baby's@Work. At Odette Lunettes, employees can temporarily bring their babies to work. Eline explains the thinking behind this policy and why she wanted to kickstart a broader conversation about balancing work, entrepreneurship, and parenthood. > "We spend so much time at work. Why shouldn't it be a place where life and family can coexist?" It's not about being perfect. It's about being honest and willing to try something different. Eline's approach challenges the usual separation between professional and personal life—and it's sparked both praise and pushback. ### Lessons for Entrepreneurs Everywhere Whether you're running a small business in Belgium or scaling a startup in the U.S., Eline's story offers real takeaways: - **Solve your own problem.** If you're frustrated by something, chances are others are too. - **Build a brand, not just a product.** People connect with stories and experiences, not just features. - **Don't be afraid to stand out.** Controversial decisions can open important conversations. - **Learn as you go.** Every mistake is a chance to get better. Eline's journey shows that entrepreneurship isn't just about having a great idea. It's about executing with passion, staying true to your values, and being willing to take risks—even when they raise eyebrows. So, what's the takeaway for you? Maybe it's time to stop waiting for the perfect solution and start building it yourself.