She Couldn't Find Glasses That Fit, So She Built a Global Brand

Dr. Niklas Richter · 2026-09-15

### From Frustration to a Global Eyewear Brand What do you do when you can't find a pair of glasses that feels like you? Eline De Munck didn't settle. She got frustrated, then she got to work. That frustration became Odette Lunettes, an eyewear brand now sold in more than 30 countries. In this episode, Eline shares how a personal problem turned into an international business. She explains why Odette Lunettes was never just about glasses. From day one, she wanted to build a lifestyle brand, not just another eyewear label. ### Why Brand Experience Matters More Than Ever One thing Eline stresses is the power of experience. In a world where you can buy almost anything online, why would someone visit a store? Because they want to feel something. They want to try on frames, sure, but they also want to step into the world you've created. That's why Odette Lunettes puts so much effort into its retail spaces. It's not just about selling glasses, it's about making people feel at home. That feeling builds loyalty, and loyalty builds brands that last. ### Lessons on Marketing, Branding, and Going Global Eline learned a lot along the way. Here are a few takeaways she shares: - **Start with a real problem.** If you're frustrated, chances are others are too. - **Build a brand, not just a product.** People connect with stories, not just things. - **Invest in experience.** Whether online or in-store, make it memorable. - **Don't be afraid to go international.** If your idea works at home, it can work elsewhere. - **Stay true to your values.** Growth shouldn't come at the cost of what you stand for. These aren't just buzzwords. They're lessons from someone who built a brand from scratch and took it global. ### The Baby's@Work Debate: A Bold Move But the conversation doesn't stop at business. Eline also opens up about a topic that sparked a lot of discussion: Baby's@Work. At Odette Lunettes, employees can bring their babies to work temporarily. Why? Because Eline wanted to challenge the way we think about work, parenting, and entrepreneurship. She explains the vision behind it and why she felt it was important to start this conversation. It's not just about being family-friendly, it's about rethinking what work can look like. For many parents, the struggle to balance career and family is real. Eline wanted to offer a solution, even if it's unconventional. > "We need to stop pretending that work and life are separate. They're not. And the sooner we accept that, the better we can design both." – Eline De Munck That quote sums up her approach. It's bold, it's human, and it's exactly the kind of thinking that drives real change. ### What This Means for Entrepreneurs If you're an entrepreneur, there's a lot to take away here. Whether you're in Belgium or anywhere else, the principles are the same. Find a problem worth solving. Build something people believe in. And don't be afraid to challenge the status quo. Eline's story is a reminder that you don't need all the answers upfront. You just need to start. And if you're lucky, your frustration might just turn into your biggest opportunity. ### Final Thoughts Odette Lunettes isn't just a brand. It's a statement. It's about seeing the world differently, literally and figuratively. And it all started with one person who refused to settle. So, what's your frustration? Maybe it's the spark you've been waiting for. *This podcast is an initiative of 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 delivers results, they make sure your business grows online with visibility and recognition. Curious what they can do for your business? Discover more at www.creatic.com.*