How a Personal Frustration Built a Global Eyewear Brand

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Listen to this article~3 min

Eline De Munck turned a personal frustration into Odette Lunettes, a global eyewear brand sold in 30+ countries. She shares lessons on branding, in-store experience, and why she lets employees bring babies to work.

What happens when you can't find a pair of glasses that actually fits your face? Most people would grumble and settle. Eline De Munck did something different. She launched Odette Lunettes, and turned that everyday annoyance into a brand that now sells in over 30 countries. In this episode, she walks us through the whole journey—from a solo frustration to a full-blown international business. ### From annoyance to a brand people love Eline didn't just want to sell glasses. She wanted to create a lifestyle. Odette Lunettes was never meant to be 'just another eyewear label.' It was designed to be an experience. That meant thinking beyond the frame itself: the packaging, the store vibe, the way customers feel when they walk in. She explains why in-store experience is non-negotiable if you want people to remember you. > "If you want to stand out, you have to give people a reason to talk about you—not just a product to buy." That philosophy shaped everything from branding to marketing. It's a lesson any entrepreneur can steal: your product is only half the story. The other half is how you make people feel. ### The Baby's@Work experiment that sparked a debate But the conversation doesn't stop at glasses. Eline also opens up about Baby's@Work, a policy that lets employees bring their babies to work temporarily. It's a topic that ruffled feathers, and she knew it would. Why do it? Because she wanted to force a real conversation about work, entrepreneurship, and parenthood. - It's not about being 'nice.' It's about rethinking what a workplace can be. - It challenges the assumption that you have to choose between being a founder and being a parent. - It invites other business owners to question their own defaults. Eline doesn't pretend it's easy. But she argues that if we never experiment, we never learn. And that's true whether you're running a startup in Antwerp or a small business in Austin. ### Lessons for any entrepreneur watching from the sidelines So what can you take away? A few things stand out: - **Personal pain points are gold.** If something bugs you, it probably bugs thousands of others too. - **Branding is more than a logo.** It's the sum of every interaction. - **International growth starts with a strong local identity.** Odette Lunettes didn't water down its Belgian roots—it used them. - **Don't dodge tough conversations.** They can become your biggest differentiator. Eline's story isn't about overnight success. It's about stubbornness, creativity, and a willingness to do things differently. Whether you're selling eyewear or software, that mindset travels well. If you're curious about how to build a brand that people actually care about, this episode is worth a listen. And if you want to see how digital branding and smart websites can help your own business grow, visit [Creatic](https://www.creatic.com) to learn more.