Turning a problem into a product with Loes Brussen
At SILMO Paris, we sat down with Loes Brussen, founder of the reading glasses brand Frank & Lucy. With more than 35 years of experience in the optical industry, from publishing to brand building, Loes has seen the industry from almost every angle. Her mission with Frank & Lucy is simple: turn reading glasses from a necessity into something people actually enjoy wearing.
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Embrosa
The idea for Frank and Lucie started with a familiar moment. When Loes needed her first pair of reading glasses, she discovered that the market seemed to have only two options: cheap ready-made readers or expensive optical frames. “There was almost nothing in between,” she explains.
That realization became the starting point for a new brand: stylish, well-designed reading glasses that combine quality, fashion and accessibility.
But more importantly, the brand reframes the entire experience.
“Nobody ever says: ‘Great, I finally get to wear reading glasses.’ People always say: ‘I have to wear reading glasses.’ But actually it should feel like something fun.”Loes Brussen
Founder/Owner and Creative Director Frank and Lucie
Building a brand through storytelling
Creating a product is one thing. Building a brand is something else entirely. For Loes, storytelling plays a crucial role in making Frank and Lucie recognizable. From colors and packaging to the tone of voice and retail presentation: everything has to feel like it belongs to the same family.
“Storytelling is something we focus on a lot.”Loes Brussen
Founder/Owner and Creative Director Frank and Lucie
Inspiration often comes from unexpected places. A color from a dress, a building spotted on vacation, or a striking material: all of it can eventually find its way into a new frame design. It’s a constant process of observing, collecting and translating ideas into products.
When retailers become ambassadors
Interestingly, Frank and Lucie often grows through a very organic retail channel. Many stores that sell the brand first discovered it as customers. A shop owner buys a pair, wears it, receives compliments, and then decides the product belongs in their store. “Very often the retailer already owns a Frank and Lucie reading glass. They love it themselves, and then they want to sell it.” This kind of authentic enthusiasm is powerful. When retailers genuinely like the product, selling becomes much easier.
Listening to the market
With resellers in multiple countries and a growing online shop, the brand continuously gathers feedback from customers. Which colors sell best? Which strengths are most popular? Which models resonate in different markets? It’s a mix of intuition and listening. Because even after years in the industry, Loes still sees every day as a discovery.
Making reading glasses fun again
In the end, Frank and Lucie is built on a simple idea: if people have to wear reading glasses, they might as well enjoy them. And according to Loes, that starts with changing the narrative. “If you’re going to wear reading glasses, make it a little celebration. Buy something beautiful: you’ll wear it on your face all day.” A small mindset shift. But one that turns a practical necessity into a lifestyle product.
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