Traditionally, the eyewear industry has been dominated by Luxottica and Marcolin, but social media and the rise of e-commerce has enabled new companies such as VEHLA to compete with these established labels—which at the same time helps bring down prices.
Williams said social media surely played a role in turning her company into a go-to for an entire, very picky, generation, but she believes VEHLA's success and growth can be attributed to the brand's aesthetics and superior design.
Their Olsen sunglasses, which come in various colors, have been very popular amongst A-listers, and their Dixie and Phoenix sunglasses—which serve serious retro vibes—have become a staple amongst influencers.
Williams sees VEHLA as timeless, classic and vintage-inspired, yet so many aspects of the brand make it feel incredibly relevant to today's society.
For starters, the brand is so cool that is barely invests in marketing, and actually gets most of its customers through word of mouth, according to Williams.
VEHLA is also so of the times that the team doesn't even have an office.
"We started as a remote-first business because we were living in Boston, however, COVID-19 has reinforced our belief that this is a better and more efficient way to work," Williams said. "On any given day, we are likely on a video call with one of our team members in Sydney, Los Angeles, Hong Kong, Costa Rica, Miami or Tel Aviv."
And then there’s the added bonus that vintage fashion is hot, hot, hot right now, which makes Williams’ designs accidentally trendy.
Sexy without trying? So 2021.
Williams said there has been a major shift toward casualwear in the apparel space in the last 18 months, which is also why luxury sunglasses—which glam up even the most relaxed look—have become even more essential than they were before.
"Consumers are interested in tracksuits and activewear that can be worn on a daily basis. Because of this, consumers are looking for accessories that can elevate their look without being overly formal," she said. "We have noticed this demand from our customers and we expect for this to continue as the fundamental nature of work has changed as more people work remotely."