Victoria Beckham Eyewear Finds a Home at Independent Berowra Practice

Independent optometrist Nicky Dayton has introduced the Victoria Beckham Eyewear collection to her new practice, Berowra Eye Studio, which opened in November 2025. The eyewear line is distributed in Australia by Safilo, which co-designs and manufactures the brand.

Dayton selected frames for the practice based on shape, fit, and color rather than brand prominence.

Practice Background and Location

Nicky Dayton, who has practiced optometry locally for over 20 years, opened Berowra Eye Studio in November 2025. The practice relocated from a nearby corporate-owned store to establish a fully independent operation.

It is located in a shopping center next to a supermarket in Berowra, Sydney. The practice serves both existing patients from Dayton's previous location and new customers attracted by the foot traffic of the new location.

Product Selection and Sourcing

Dayton first encountered the Victoria Beckham Eyewear collection through distributor Safilo at an ODMA trade fair before opening the studio. She placed an initial order at that time.

According to Dayton, she had previously seen strong patient interest in the related David Beckham eyewear range.

The Victoria Beckham collection includes 15 sunglass styles and 15 optical frame styles. The styles are structured across two categories: 'Everyday Chic' and 'Glam'. Dayton stated she selected a mix of frames aligned with her local demographic, with a heavier emphasis on classic acetate shapes over chunkier temple styles.

Frame Details and Patient Response

One optical style, identified as VB1010, emerged as a patient favorite within weeks of the collection's arrival. The frame is described as a classic square acetate style with gold trim at the temples and a narrower bridge fit.

Dayton reported that the practice sold the same VB1010 frame in black, blue, and crystal colors within one week of its arrival.

Dayton stated the frame's narrow bridge fit has resonated with female patients. She also purchased a pair of Victoria Beckham sunglasses from the sun collection for personal use.

In-Store Presentation and Demographics

Frames at Berowra Eye Studio are not grouped under overt brand signage. Dayton stated she encourages patients to choose frames based on shape and color first, with brand discussion typically occurring after patients try frames on.

Dayton stated the collection appears to resonate most strongly with women aged 30 to 50-plus. According to brand social media data cited in some reports, Victoria Beckham's Instagram followers are concentrated in the 25-34 (34%) and 35-44 (33%) age groups, with a predominantly female audience.

Future Plans

As Berowra Eye Studio approaches its first year of operation, Dayton is considering future buying trips for the practice, including a possible visit to the Silmo trade fair in Paris.

She stated she remains focused on refining the in-store eyewear selection.