Establishing a brand
Dear Eyewear Lovers,
It’s been a little while since my last update, and what a whirlwind it has been. Since my time studying at Polimoda last July, the dream of This Frameworks has evolved from late-night designing into a living, breathing reality. Right now, I am deep in the production research phase for my own frames. Transitioning from design to manufacturing is a steep mountain to climb, but learning the technical "ins and outs" of how a frame comes to life has only deepened my respect for this craft. Between sourcing materials and vetting partners, I’ve also been wearing every possible hat—from setting up my online store for social commerce and Google Ads to becoming a self-taught student of social media algorithms. To say it’s time-consuming is an understatement; as the "chief bottle washer," every pixel and every post is a labor of love.
When I’m not behind the screen for my full-time job at Google, you can find me at Zoomer on the weekends. It has been the most rewarding "boots on the ground" experience. Meeting all of you in person, hearing what you look for in a frame, and building relationships with the incredible brand reps has provided me with an education no classroom could offer. Those interactions remind me why I started this: to connect people with eyewear that doesn't just help them see, but helps them be seen. The community I'm building is the heartbeat of this brand, and it’s what keeps me fueled during those long hours of business planning.
Speaking of being seen, I am still floating from the experience of a lifetime. Yesterday, I took to the stunning backdrop of Laguna Beach for a professional branding photoshoot that felt like a total dream come true. Working with the visionary Viktorija Pashuta was transformative; watching her eye for detail and composition was a masterclass in itself. My models, John Paul Anderson and Gillean McLeod, brought such grace and talent to the set—they are truly lovely people who captured the soul of This Frameworks perfectly. This content will soon anchor my website, social media, and trunk shop presentations, establishing a visual identity I never imagined possible just a year ago.
I am building something special, one frame and one friendship at a time. I can’t wait to share the final imagery and, eventually, the first physical pieces of my own collection with you all. Thank you for being part of this journey.
Stay bold, Stephanie
https://www.instagram.com/viktorija_pashuta/
https://www.instagram.com/gilleanmcleod/
https://www.instagram.com/johnpaulanderson1959/
