How Partnerships Helped This Eyewear Brand Disrupt a $100B Industry

It all started when Vontélle co-founders, Tracy Vontélle Green and Nancey Flowers-Harris, couldn’t find stylish, well-fitting eyewear that complemented their facial features.

Their personal struggle revealed an overlooked gap in the market, inspiring them to launch an eyewear brand that champions fit, culture, and individuality through bold, vibrant designs inspired by the African and Latin Diaspora.

Launched in 2020, Vontélle has since secured major partnerships with National Vision and Nickelodeon, broken barriers for black-owned brands, and earned a spot on the Forbes 50 Over 50 list for 2024.

In our interview, Tracy and Nancey reveal how they broke into the eyewear industry, made history, and transformed the market with culturally inspired designs and strategic partnerships.

Who are Tracy Vontélle Green and Nancey Flowers-Harris?

Tracy Vontélle Green and Nancey Flowers-Harris co-founded Vontélle, a luxury eyewear brand known for bold designs inspired by African, Caribbean, and Latin prints and textiles, reflecting the co-founders’ cultures. Their brand was the first Black women-owned eyewear company to land deals with Nickelodeon and National Vision, and earned them a place on the Forbes 50 Over 50 list in 2024.

Nancey tells me that Vontélle’s roots are found deep in necessity and a desire to fill a long-overlooked gap in the eyewear industry. However, the path to success hasn’t been easy.

“Carving out space in a market dominated by legacy brands has not been easy. We are very intentional about our strategy, focusing on superior craftsmanship, cultural representation, and community engagement.

By securing partnerships with industry leaders like National Vision and Nickelodeon, we’ve not only validated the demand for inclusive eyewear but also broken barriers for Black-owned brands in the space. Our goal remains the same — to make eyewear that is stylish, inclusive, and truly made for everyone.”

These strategic partnerships catapulted Vontélle into the spotlight, proving that inclusive, culturally inspired eyewear can disrupt a traditionally exclusive industry.

Breaking Into the Eyewear Industry

According to Nancey, access remains the largest barrier to entry for independent brands in any legacy industry.

This includes access to capital, retail shelf space, and major distribution channels. This is because the eyewear industry is heavily consolidated.

“Larger companies have long-standing relationships, marketing budgets, and manufacturing power that smaller brands often can’t compete with initially. We’ve had to be strategic, creative, and mission-driven to carve out space and build awareness in an industry not built for newcomers.”

 

 

 

 

 

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She adds that mistakes tend to occur when trying to secure large-scale retail or licensing deals, especially since emerging brands struggle to differentiate themselves from the competition.

Common mistakes include:

• Failing to meet retailer needs
• Inconsistent branding
• Pricing issues
• Supply chain limitations
• Neglecting relationship-building

“Success requires persistence, preparation, and professionalism. It’s important to do your homework before trying to secure these deals,” Nancey says.

This is exactly the approach the brand took during its collaboration with National Vision, which secured its placement in 900 stores.

Nancey shares that her team took several steps to achieve this, including:

• Built relationships: Connected with decision-makers through a mentor, attended events, and showcased value.
• Presented market data: Demonstrated demand for stylish, better-fitting frames and the gap Vontélle fills.
• Highlighted brand uniqueness: Emphasized cultural storytelling, diverse fit, and high-quality craftsmanship.
• Ensured operational readiness: Secured infrastructure to handle large-scale orders and reassured supply chain reliability.

For brands hoping to land major deals, Nancey gives the following advice:

“Stay persistent, clearly articulate your value, build genuine relationships, and be prepared operationally to scale. The right partnership at the right time can transform your business — if you’re ready for it.”

Another key point to consider is staying focused on goals and not getting sidetracked by distractions that don’t contribute to real growth.

Instead, Nancey says, independent brands scaling in a legacy industry should focus on:

• Gross margin: Ensure pricing supports profitability and reinvestment.
• Lifetime value vs. Customer acquisition cost: Keep customer acquisition costs low while increasing customer value.
• Inventory management: Forecast demand accurately to avoid over/understocking.
• Strategic partnerships: Track ROI from retail, wholesale, and licensing deals.
• Scalable systems: Use tools that grow with your business (ERP, CRM, e-commerce).
• Brand awareness: Measure visibility through PR, social, and customer feedback.
• Cash flow: Maintain liquidity to fund production, marketing, and expansion.
• Certifications: Have MWBE or relevant credentials for government or large contracts.

Focusing on these, she notes, will help drive sustainable growth and industry credibility.

Vontélle’s Move into Children’s Eyewear with Nickelodeon

This same strategic approach helped Vontélle land another major deal, this time in the children’s eyewear space.

Their partnership with Nickelodeon was a natural next step, aligning two brands that celebrate bold storytelling and cultural representation. But how did they make it happen?

As before, navigating a licensing deal with a global brand like Nickelodeon took time, strategy, and a clear understanding of how to bring something new to the children’s eyewear market.

Nancey says the partnership was a natural fit because both brands celebrate bold, vibrant storytelling and cultural representation.

“As a company that designs eyewear inspired by global textiles and diverse identities, we saw an opportunity to bring that same creativity and inclusivity to children’s eyewear — something the industry was lacking.”

Why It Was a Good Fit:

• Nickelodeon’s legacy of iconic characters and multicultural storytelling aligned with Vontélle’s mission to create eyewear that reflects and empowers diverse communities.
• Expanding into children’s eyewear was a strategic move, and partnering with a globally recognized brand enabled an immediate impact in the space.
• Through the partnership with the Department of Education, Nickelodeon’s familiarity helped engage young kids by making vision screenings more enjoyable and empowering them to select eyewear that reflects their personality.
• The collaboration further demonstrated Vontélle’s ability to design eyewear that blends style, function, and comfort for young wearers.

By showcasing its ability to create high-quality, fashion-forward eyewear, Vontélle positioned itself as the right partner. Furthermore, its persistence and due diligence came into play during multiple stages of approvals to ensure designs aligned with its own and Nickelodeon’s high standards.

The brand also leveraged its expertise in eyewear manufacturing, distribution, and retail partnerships to seal the deal. Additionally, it ensured that its supply chain production capacity and retail partnerships were aligned to meet the anticipated demand.

“This partnership has been a game-changer for us in the children’s space, allowing Vontélle to reach younger audiences while reinforcing our brand as a leader in culturally inspired, well-fitting eyewear,” Nancey adds.

By entering the children’s eyewear space with a partner like Nickelodeon, Vontélle demonstrated a scalable model for brand-aligned licensing that drives both cultural relevance and commercial value.

It’s a playbook that showcases how mission-driven design, when paired with strategic brand alignment, can unlock new revenue streams and deepen consumer loyalty across generations.

Having the opportunity to collaborate with different partners like Nickelodeon, Kadeem Hardison, and the DEEMED Collection has helped Vontélle grow in different ways.

For example, Nancey notes that partnering with Kadeem Hardison introduced luxury and heritage into Vontélle’s designs.

Naevia’s Magic Glasses helped it expand its impact on literacy and education, while Kendra Dandy brought bold, artistic flair to its collections.

“Each of these collaborations has strengthened Vontélle’s presence in the industry, allowing us to reach new audiences and continue our mission of providing stylish, better-fitting eyewear,” she says.

Spotting Red Flags Before You Sign the Deal

When it comes to choosing the right agency partner, Nancey advises brands to focus on a clear set of terms and a Request for Proposal brief to help potential partners better understand their brand and goals.

Nancey believes any agency looking to work with it must have clear expertise in branding, digital marketing, and e-commerce, preferably in the luxury eyewear space.

“We look for a strong portfolio of measurable results, innovative thinking, and the ability to adapt in a fast-paced environment.

Clear communication, strategic insight, and data-driven execution are super important to building a successful and lasting relationship,” she adds.

She also notes a few red flags brands should keep an eye out for before entering a strategic partnership, including:

• Exit clause matters: Ensure the contract allows termination with 30 days’ notice if expectations aren’t met.
• Brand control is yours: If a partner tries to define your brand, that’s a red flag. Your job is to define it; theirs is to refine it.
• Spot warning signs: Misaligned values, lack of transparency, unclear deliverables, and overpromising signal trouble.
• Trust isn’t optional: If communication is unclear or goals don’t align, the partnership won’t work.

“Just as important is cultural alignment: we seek partners who share our mission, demonstrate cultural competency, and have a history of successfully supporting independent brands,” Nancey adds.

Staying Ahead Means Embracing Change and Championing Inclusion

Finding the right partners is key, but so is staying ahead of industry trends. According to Nancey, oversized frames and aviators are the hottest fashion items as of late.

However, she highlights another exciting trend that leaders across industries should pay close attention to:

“On another exciting front, tech-integrated eyewear is gaining momentum. Smart glasses with AR features, built-in audio, and even health-monitoring capabilities are becoming more popular as technology continues to evolve and blend effortlessly into our daily wear.”

Apart from that, there’s a noticeable shift toward sustainability, as consumers are concerned about their environment and thus want frames made from biodegradable, recycled, or responsibly sourced materials — though Nancey notes that this is still a work in progress for many brands.

Ultimately, people want eyewear that reflects who they are and speaks to their culture, identity, and story.

“Brands that embrace diversity in both design and messaging are the ones making the most meaningful impact,” Nancey says.

She adds that too many corporations are focused on cutting DEI initiatives instead of recognizing the diverse communities that drive their success.

“The pushback against diversity, equity, and inclusion highlights the deeper shortcomings within a company’s culture and leadership. Industry leaders need to engage in honest conversations about dismantling systemic barriers that have historically excluded diverse founders.

That includes confronting biases in funding, procurement, and distribution, and intentionally building equitable pipelines that provide access to mentorship, capital, shelf space, and visibility.”

At the end of the day, representation should be embedded into the core of the decision-making process, she explains.

Overcoming the dominance of established players in any industry is no easy feat.

Yet, Vontélle has demonstrated that success is achievable, providing a clear roadmap for others to follow.

Now, it's up to others to seize the opportunity and execute these strategies.