Optometrist. Founder. First-generation Nigerian American. Advocate for better-fitting eyewear.
With years of experience helping patients find frames that support both vision and comfort, Dr. Nwamaka Ngoddy understood firsthand how important fit truly is. Eyewear is not one-size-fits-all, and neither are the people who wear it.
Her background in optometry, combined with her passion for celebrating individuality and cultural expression, inspired her to create a brand where design, comfort, and representation could exist together. Proud graduate of Xavier University of Louisiana and Atlien!
You’re an optometrist by training, at what point did you realize that vision care and representation in eyewear were two very different conversations?
I was very aware in optometry school that most frames were not fitting me properly. Based on my personal comfort and on topics in our clinical skill classes. For a long time I just thought I was only being exposed to limited options. However when I graduated and began my career I worked in many different opticals from high end to moderate to chain locations and I tried on a variety of frames and seldom had an optimal fit with frames that were actually fashionable. It became crystal clear that the industry really was dominated by brands that cater to European facial features.
What was the moment that made you say, “Wait…these frames are not made for us?”
After I realized nothing worked for me I started paying attention to other people around me. Noticing that so many glasses squeezed peoples faces or didn’t extend all the way over their ears. I started asking other optometrist and opticians if they had difficulty fitting diverse patients. These conversations unlocked so much frustration with lack of options. Fitting women in men’s frames or trying to fit people into sunglasses.
For people who don’t realize it, what actually happens when glasses don’t properly fit your face structure?
The first thing that comes to mind are people who experience daily headaches. This can occur secondary to tight frames, or having to frequently scrunch your face to keep the frames in place, and frequently readjusting them. These aren’t just annoyances, they can actually cause fatigue and headaches. The other issue is that you may not be getting the best vision out of poorly positioned frames that may not align with your Pupil distance which causes strain and mild blur.
How did your background and your identity influence the way you approached building your eyewear brand?
I love fashion and wanted the brand to be designed around frames that make a statement in shape, color or both but my priority was the fit. Anything that compromises the fit of the frame does not make it to final production.
Your eyewear is not “one size fits all”…it’s designed for diverse, fuller facial features. What does intentional design look like in your process?
Our goal is to design eyewear that makes a statement without speaking. When I’m designing a collection I actually log off of social media for a few months so that I can attempt to have creative and unique thoughts. Then I sketch my designs by hand first. After this I work with a technical designer to incorporate measurements. I consider how frames will look on those with various face shapes and certain facial structures. While our first few collections did focus on larger frames we’re hoping to become truly size inclusive by one day offering a petite line as well.
Let’s talk names…your frames carry Igbo names. What does that cultural connection mean to you and your brand?
I was born and raised in Atlanta Georgia by parents of Igbo Nigerian descent. As a first generation Nigerian American I was heavily influenced by my culture. When creating a brand I wanted to honor my culture and my family. My father is the Igwe (King or Traditional ruler) of our town in Nigeria. Which makes us the Royal Family. I named our first collection the Royal Collection and named each frames after members of our family. After this I started using other Igbo names with personal connection. The meanings of the names help consumers connect and also helps people learn more about my culture.
How do you balance luxury aesthetics with functionality and comfort?
I know that great vision improves the quality of life. As an optometrist I’m always going to prioritize getting a good visual outcome. We add special touches that upgrade our frames and function. For example we have back Anti-Reflective coating on our latest drop which ensures that harmful and annoying glare from the sun is reduced. Our low bridge fit helps the frame fit comfortably and sit stylishly on your face. These are small details that elevate our frames.
What makes a pair of glasses feel like confidence the moment someone puts them on?
This is a tough question, all of our frames are statement pieces so wearers have very visceral reactions when they try the glasses on. My favorite are the UCHE and IFE frames, I have heard multiple people say these frames instantly make them feel like super stars. THE Jill Scott wore our UCHE frame for her Album release so that statement makes sense. Doing customer discovery we heard over 10 times that our frames get wearers unprecedented compliments.
I first met you when you won a pitch competition with Macy’s. Since then, it feels like you haven’t stopped winning. What changed for you after that first big moment?
That was such a huge visible win for our brand. The money helped us solidify some major building blocks from a business perspective, it also increased our visibility and helped create a relationship with Bloomingdale’s where we have been fortunate enough to have an ongoing trunk show for almost 2 years.
Winning funding is one thing, but what does it actually unlock behind the scenes?
Funding is one piece of a very large pie when it comes to entrepreneurship. As humans we are conditioned by our influence to larger brands that we have seen all of our lives. It's an unconscious advertisement. Independent brands are trying to have impact without the funding, or the history of longstanding brands. A large lump sum of money for a brand can help unlock marketing opportunities, visibility and brand credibility. These are things that help independent brands to grow.
Has having more capital allowed you to move differently in your business? If so, how?
The funding has given us a runway to expand our wholesale and marketing. Being totally transparent most independent brands really do need upwards of a million dollars to compete with larger established brands, however every bit of funding matters and can open you up to new networks, visibility and opportunities
What’s something people don’t see about the journey between winning and sustaining success?
Creating an overnight success takes 10 years, they say. This is difficult. There are many wins but sustaining takes time, money, passion and hard work and a founder has to have all of those items at one time. Since this is virtually impossible they have to have a team and supporters to bolster them and help them weather the storm. When you’re building something meaningful and trying to change the world its is never easy, it may require a pivot and even a pause but the world truly needs your treasure and giving up isn’t an option.
Building something this specific and intentional…did you ever feel like you had to convince people the problem was real?
Industry people, no. Regular consumers when you explain they get it. This is actually how my mission has grown. When I started I wanted to make eyewear for people with faces like mine however our mission expanded as we found many people felt excluded from the eyewear industry and this is why we’re now on a mission to become the go to frame for size inclusive eyewear.
What has been the biggest learning curve in going from doctor to founder?
I’ve always had respect for other fields. I’m a scientist and its been such an interesting journey learning the science behind what makes business run. There is an actual science to marketing, sales, design etc. I was so focused on creating a spectacular product, which we have but unlocking the other elements for a successful business has been challenging, humbling and quite frankly I’m still on the journey of unlocking the code to cultivate our community and find our people.
What does a “good day” in your business look like right now?
Being able to engage with our community, being able to educate but also making sales. Our frames are truly spectacular so getting them in the hands of a new wearer.
And what still keeps you up at night?
To be transparent we need more consistent sales. We’re working this year to be in new places so people can experience the brand. We’re also building our community online. Once people experience the Anwuli difference it's easy to see the value.
What advice would you give to someone who wants to enter your industry but doesn’t see themselves represented?
Be unapologetic with your approach. Be intentional, show up and engage with the community.
If someone has an idea that solves a real problem but feels niche, what would you tell them?
Focus on customer discovery. After you have some prototypes try to get people to try the product and get their feedback to discover how to improve the product. Also build community around the need.
What’s one thing you wish you knew before you started your brand?
I wish I had built a community around my product. I would have focused on their concerns and built a product and system around that.
When you’re not working, how do you reset your eyes… and your mind?
I love to read a good novel and escape into a good book–happy endings only. Listen to music, or cook.
What are you currently reading, watching, or listening to?
Anything black romance, not watching much I’m not too big on TV. Listening to Afro beats, soca, and 90s R& B!
If you had to name this chapter of your life like one of your frames…what would it be called?
Kamsiyochukwu- “as I have asked of God”
What does “clear vision” look like for your life right now, beyond business?
Enjoying my family and finding joy in life with friends and family. A little whimsy and prioritizing quality rest.
To stay up to date with Nwamaka and Anwuli Eyewear, follow them on social: @anwulieyewear and by all means shop the brand online: www.anwulieyewear.com