EYE LOVE OPTICAL BOUTIQUE’S name and brand story — like the decision to launch the business itself — were born at optician Shawna Clarke’s kitchen table during the height of COVID. After years in a medical practice, she decided to strike out on her own, guided by a simple mission: to “offer the most unique, highest-quality eyewear in the world, exclusively featuring independent lines.”
Clarke describes the brand’s look and feel as “approachable elegance. A high-end experience with a warm, home-like feel.” That idea comes through in every detail of the boutique’s presentation.
The distinctive heart-frame logo appears on everything from bags and T-shirts to cleaning cloths, lens cleaner bottles, and thank-you notes. The shop’s core colors — black and white with soft blue and teal accents — keep things clean and timeless, while the modern typeface, Josefin Sans, brings polish and cohesion. Clarke and her team drew inspiration from independent luxury fashion brands they admire, aiming for a look that is simple, clean, and elevated to maximize brand recall.
“We maintain a refined, cohesive aesthetic across our in-person and digital experiences to ensure they complement one another seamlessly,” says Clarke, and that refinement carries through to every touchpoint, from the signage out front to the coasters and gift cards inside.
Eye Love’s target market is typically women ages 50 to 75 who appreciate quality, luxury, and a boutique experience. The branding reflects that with what Clarke calls “sophistication, warmth, and trust.” Even the store’s community involvement fits the picture: “We believe strongly in supporting our community and take every opportunity to sponsor local teams including recreational volleyball, youth soccer, and baseball. It’s something I highly encourage for other independent opticals as well. It’s a low-cost, high-impact branding practice.”
While some design and production are outsourced, Clarke notes that “the vast majority — nearly 99% — of our branding and marketing work is done in-house.” Her advice for other independents is straightforward: “Consistency is everything. Your brand should show up in everything you do.”
Advertisement
PHOTO GALLERY (5 IMAGES)
