Business & Brand Building
Aperçu Eyewear
Aperçu is a direct-to-consumer eyewear brand built around premium materials, design credibility, and creative collaboration. Crafted from handmade Italian cellulose acetate, the collection spans both sunglasses and prescription glasses, combining vintage-inspired silhouettes with modern details. The brand’s creator-led model partners with artists, influencers, and tastemakers to develop customized styles, turning eyewear into a platform for identity, taste, and personal expression. Jonah helped found the business and is a senior consultant to Aperçu.
Tension.
Eyewear brands are built around one designer’s vision. Could you flip that — and build a platform where the brand is shaped through the eyes of many influencers, not one?
Action.
Built a DTC eyewear brand around handmade Italian acetate and a creator-led model — partnering with influencers and tastemakers to co-design customized styles, not just endorse them.
Clarity.
When creators shape the product — not just promote it — the brand becomes a platform for identity. Collaboration isn’t the marketing. It is the product.
