When you launch a brand born out of pure passion, you imagine the transition to e-commerce will follow a clean, beautiful trajectory. You build the site, you curate the product, and you wait for the doors to open. But if the last few months have taught me anything about turning on a digital storefront, it’s that the internet is a wonderfully unpredictable place.
Building an online presence from scratch has been one of the hardest parts of this journey. Early on, I wanted to ensure everything representing This Frameworks looked polished, aspirational, and high-end. I planned, executed, and personally funded an extraordinary photoshoot set against the stunning backdrop of Laguna Beach. We brought in high-end professional models meant to appeal to our target market, a talented photographer, and video crew. The resulting imagery was breathtaking—sleek, editorial, and sophisticated.
Then came the plot twist: very limited interest. In fact, in an era where social media feeds are inundated with synthetic media, the production quality was so high that some viewers actually accused us of using AI to generate the videos and photos.
It was a fascinating reality check. In today’s digital landscape, ultra-polished production can sometimes build a wall between a brand and its audience. Instead, the content that consistently resonates, engages, and converts isn't the slick studio production—it’s the raw, authentic, low-fidelity, creator-led video. Real faces, real light, and real talk.
Stepping in Front of the Camera
At first, my instinct was to solve this by hiring a young, digital-native social media content creator to take over our feeds. But the more I thought about it, the more I realized that no one on earth is more passionate, knowledgeable, or obsessed with independent eyewear design than I am. If someone was going to speak directly to our community, it had to be me.
So, I decided to do it myself.
I’ll be the first to admit: learning the mechanics of modern social media tools, wrestling with video editing apps, and attempting to decipher the mysterious whims of "the algorithm" to see what catches people's eye has been equal parts hilarious and humbling. It’s a whole new craft—learning how to design punchy social media hooks, scripting bite-sized snacks of content, and figuring out what visual details will actually entice fellow eyewear lovers to stop scrolling mid-feed.
Growth is slow right now, but thankfully my core investments were made last year, and I still balance this venture while working full-time. I’m stubborn, I have the patience to figure this out, and I am fundamentally confident that by staying authentic, leaning into real connection, and showing up consistently, the code will crack.
A Note to Our Early Community
If you are one of the amazing human beings who has already bought a pair of frames from This Frameworks, I have a small favor to ask: Would you please send me a review? Maybe a snap in your rad new frames? steph@thisframeworks.com. Much thanks!
In a world full of digital noise, word of mouth remains the most powerful force in independent retail. Hearing real people talk about their frames, the fit, and the experience is the single best way to help our small business grow its online presence and reach others who appreciate independent design.
Studio Update: The Countdown to SILMO
Behind the scenes, the race to Paris is officially on—and my nervous energy is at an all-time high.
I am currently waiting on the final fit samples for my debut 24-piece capsule collection. Anyone who works in physical product design knows that this waiting window is pure suspense. You’re waiting to feel the physical weight, test the hinge tension, evaluate the bridge fit, and check the exact color saturation of the 5% demo tint on actual acetate.
With SILMO fast approaching this September, the deadline is uncomfortably close, and every day counts. I'm holding my breath until those sample boxes land on my desk, but the dream of holding the final physical frames in my hands is what’s keeping me pushing forward through the editing timelines and algorithm learning curves.
Thank you for being here, for supporting independent design, and for following along with the raw, unfiltered process of bringing This Frameworks to life.
Stay bold,
Stephanie from This Frameworks