She Couldn't Find Glasses That Fit—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 feels like you? Most of us would just settle for something close enough. Eline De Munck did the opposite. She started Odette Lunettes, and turned that personal frustration into a brand that's now sold in more than 30 countries. In this episode, she walks us through how that happened—and it's not just a story about eyewear. It's about building a lifestyle brand from day one, creating in-store experiences people remember, and learning some hard lessons about marketing, branding, and going international. ### From Frustration to a Brand That Feels Like You Eline didn't set out to build an eyewear empire. She just wanted glasses that didn't make her feel like she was wearing someone else's face. That's a pretty relatable starting point, right? But here's where it gets interesting: from the very beginning, Odette Lunettes wasn't just about selling frames. It was about a feeling—a lifestyle. That's a big part of why it works. When you walk into one of their stores, you're not just browsing products. You're stepping into an experience. And that matters more than most entrepreneurs realize. People don't just buy glasses. They buy how they see themselves. If your brand can tap into that, you've got something real. ### The Baby's@Work Experiment: Bold Move or Business Blunder? The conversation also dives into something that sparked a lot of debate recently: Baby's@Work. At Odette Lunettes, employees can temporarily bring their babies to work. Yes, really. Eline explains the thinking behind it—and why she wanted to open up this conversation on purpose. It's about work, entrepreneurship, and parenthood. Three things that don't always play nicely together. > "Sometimes the most disruptive business ideas aren't about products. They're about people." Whether you agree with the policy or not, you've got to respect the courage to try something different. And that's a theme that runs through this whole episode: daring to choose another path. ### What This Means for Entrepreneurs If you're building a business—whether you're in Belgium, the U.S., or anywhere else—there are some solid takeaways here: - **Start with a real problem.** Eline's frustration was the seed. Yours can be too. - **Build a brand, not just a product.** People connect with feelings, not features. - **Experience matters.** In-store or online, make it memorable. - **Don't be afraid to challenge norms.** Baby's@Work isn't for everyone, but it started a conversation. - **Think global from day one.** Odette Lunettes didn't wait to go international. These aren't just feel-good platitudes. They're practical moves you can apply to your own business, no matter what you're selling. ### The Bottom Line Eline's story is a reminder that entrepreneurship isn't just about spreadsheets and strategy. It's about solving problems you actually care about. It's about building something that reflects your values. And sometimes, it's about making choices that raise eyebrows—because that's how you get people to pay attention. If you're an entrepreneur looking for a fresh perspective on branding, international growth, or just doing things your own way, this episode is worth a listen. It might just make you rethink what's possible. This podcast is brought to you by Creatic. They help small and medium businesses put their brand on the 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 what they could do for you? Find out more at creatic.com.