- How did your business begin?
I started AM Eyewear over 20 years ago when I noticed that there were very few fashion eyewear brands in Australia, and I wanted to design something that myself and the people around me would wear. At the time, there weren’t that many independent eyewear brands around as well and the success was immediate - within 6 months of launch, I would see every fashion forward person in Bondi wearing AM Eyewear, so there was definitely a gap in the market to be filled.
- What inspires your collections & brand foundation the most?
I’m heavily inspired by my travels across the globe. The vibrant colors, diverse cultures, breathtaking scenery, and the wonders of nature all play a significant role in shaping our designs. Additionally, our Australian heritage holds a special place in our hearts, especially as we celebrate 20 years of existence.
It's also important to highlight that, at our core, we're an optical company, and I always have this in mind when designing the collections. We specialise in eyewear and understand the importance of not just fashion, but functionality. We pride ourselves on delivering optically correct frames that go beyond being mere fashion accessories.
- Who inspires you the most?
I find a lot of inspiration in the next generation, particularly in the creativity and innovation they are bringing. It's incredibly motivating seeing emerging innovators pushing boundaries and creating amazing things - it’s a constant reminder to stay curious and always come up with new ideas and concepts for AM.
- Most rewarding & most challenging part of running your business?
It's incredibly fulfilling to know that we're delivering products that are not only fashion-forward but also built to last. Our loyal customer base, many of whom have been wearing AM Eyewear since the beginning, is a testament to the quality and craftsmanship we put into every pair. Furthermore, another part of of running our business that I love is undoubtedly working with our international team, both here in Australia and at our European headquarters in Amsterdam.
On the flip side, one of the most challenging aspects we face is the saturation of the market, which which reflects not only the domestic market, but also the international scene. It’s a very competitive space that requires a higher level of quality and credibility, so we are happy and proud to have a established presence overseas.
- What is your favourite collection/campaign you have created thus far?
My favourite campaign has to be the one we shot back in 2007 for our SS08 collection. It holds a special place in my heart because it was the first one I produced and directed - we also had a lot of fun shooting it!
The inspiration behind the campaign was drawn from Andy Warhol's iconic studio, The Factory and what made this campaign even more special its that it featured our "Samantha" frame as the star of the show. This frame was a massive hit at the time, worn by celebrities like Beyoncé, Rihanna, and Lady Gaga, which significantly boosted our brand's visibility and popularity on a global scale.
- What pieces are you loving right now from your business?
I have a soft spot for the Fasha - it’s a chic frame that is timeless, a classic shape translated to our day to day, while still carrying AM Eyewear’s DNA and quality level expected and comfort that the brand is known for. It’s an unisex frame that suits all faces and ages, and it’s actually the sunglasses I’ve worn the most until this day! It was named after one of my ex girlfriend’s mother - Fasha was actually her nickname because she was really fashionable, and it is literally the abbreviation of the word “fashion”.
Right now I’m especially loving the new exclusive colour we designed with the Fox & Dove team, the Cream Fox, that can only be found in the Bondi and Mosman store, and online on both AM’s and Fox & Dove’s website.
Thank you AM Eyewear!
You can explore their range of amazing eyewear online store & in our boutiques: