Evaluating the next steps of Cercle Square Eyewear
Yay I flipped the switch on cerclesquare.com this week. She’s open for business! It’s a major milestone. The beautiful photography of Donatello.ph brought all the frames and color ways to life and I’m really happy with the representation of the brand. Making and launching a collection has been a lot of learning, networking and saying yes and figuring out later. It was a million little steps. Now I feel the next endeavor is about to start. I’ve been thinking a lot about how to how to grow and scale and take this business to the next level. I already have an incredible new product idea that is so unique and so cool … I know you’re going to love it. LFVR is doing some R&D but all this requires first selling and generating a following that enables future collections and designs :) Timing is everything. It’s like hosting a big Thanksgiving dinner. The the orchestration as well as presentation must happen all at once…
When I started this venture, my mission was crystal clear: make my own decisions, be wildly creative, and build a profitable, sustainable business that funds that creativity. I love every single minute of the work, but there is an endless operational side to running a company that eats up hours. Navigating ad platforms, creating daily social media content, coordinating shipping logistics, and managing tight manufacturing delivery windows—it is a massive engine to fuel. My dad always had an expression when you do it all: “I’m the chief bottle washer.” I have zero doubts about my vision or the amazing quality of product, but I am realistic about bandwidth. I never want the growth of this brand to be capped simply by my abilities and the number of hours in my day. Taking this to the next tier means thinking strategically about leverage: is it time to bring in strategic partners, or seek outside investment so I can delegate operations and focus on my newest designs and how I can achieve high-impact growth?
Part of that next chapter is expanding into physical retail environments, but doing so comes with a unique challenge. I am just launched a display inside a local salon and art gallery space. It’s an inspiring environment, but it does highlight an interesting dilemma: when I am not physically standing there to tell the story, how do I bridge the education gap? There is a massive, tangible difference between a $100 mass-produced, injection-molded plastic frame and a $475 handmade, small-batch numbered piece crafted from cured Italian Mazzucchelli acetate with custom-engineered hardware. In a self-serve or gallery setup, conveying the sheer tactile weight, artisan labor, and structural engineering of true luxury eyewear is the real marketing puzzle to solve.
That is why getting out in front of people directly remains the ultimate testing ground. Over the next few weeks, I have two back-to-back Southern California events where you can see and feel the difference in person:
Costa Mesa: This Thursday, November 5th, I’m teaming up with Dāl the Label and Tales of Stones for Dress with Ease at the Dāl Showroom (3100 Airway Ave #139) from 11am to 7pm. Come explore effortless fashion, jewelry, and our debut eyewear lineup.
Santa Monica: The weekend, November 7th & 8th, I’ll be showing at the Renegade Craft Fair at the Santa Monica Airport from 10am to 4pm.
Looking ahead to the new year, I’m also stepping onto the trade floor as an exhibitor at Eyeball in Palm Springs this January. It will be an incredible opportunity to showcase the craftsmanship directly to opticians, boutique buyers, and industry insiders who know and appreciate the art of independent frame design.
Building a brand is about constantly leveling up. If you’re in Orange County or LA this week, come by Dāl or Renegade, try on a pair, and let’s talk independent design. Or you have ideas about scaling or partnership, I always welcome feedback and opinions.
Until I see you next, stay bold…
Stephanie