As the conversation around ethical luxury accelerates, Seekers Optical stands out as one of the few eyewear boutiques in Australia merging high craftsmanship with verified social and environmental responsibility. The brand’s B Corp certification doesn’t function as a marketing tool — it sits at the core of its identity, influencing decisions from curation to customer experience. In this interview, the founders offer a deeper look into the philosophy guiding the store and the evolving market they operate in.
What inspired the concept behind Seekers Optical?
“The idea was to create a space where craftsmanship and design are celebrated, and where each frame tells a story,” they share. “We wanted to move beyond transactional retail toward a more personal, bespoke experience. Seekers was created for people who care about how things are made, who they are made by, and why that matters.”
How would you describe the philosophy that guides the store’s curation and experience?
“Our guiding philosophy is simple: everything we offer should have integrity – in design, in material, and in purpose.” This intentional approach informs the selection of makers and the physical flow of the store.
“Every detail is designed to slow the process down. It’s about helping people find frames that feel right for them, in a pace that isn’t rushed.”
What sets Seekers Optical apart from other optical retailers in Australia?
“We understand luxury is an experience — the way something looks, the way something feels, and the way something smells.” The founders emphasise a meticulous approach to service, pairing master-crafted eyewear with sustainable values.
“Our optometry is clinically advanced, but our atmosphere is warm and human. That balance – precision and personality – is what defines Seekers.” Rejecting mass production and fast fashion further cements their point of difference.
How do you choose which eyewear brands to carry?
“We choose eyewear partners the same way our clients choose frames: thoughtfully.” The store highlights independent houses known for integrity and sustainable craft, particularly from Japan, France, and Italy.
“These are places where the focus is still on hand-finishing and detail, not volume.”
Are there particular brands or collections that have become customer favourites?
“Matsuda for its intricate Japanese craftsmanship, AHLEM for its Parisian refinement, LINDBERG for its minimalist engineering, and Cutler and Gross for its bold British character,” they list.
Others — DITA, Oliver Peoples, District Vision, and Thierry Lasry — speak to different aesthetic sensibilities. Yet one brand consistently leads:
“LINDBERG is our most popular brand. We think this is due to it being highly customisable, its timelessly refined styling, and their made-to-order approach reducing environmental impacts.”
From an editorial standpoint, this dominance aligns with broader industry signals. As we continue to see quiet luxuryemerging as the defining aesthetic of the next decade, LINDBERG’s rise feels not only expected but emblematic. Its restraint, precision engineering, and refusal to chase trends position the brand as a benchmark frequently highlighted in the analyses we follow — a house whose philosophy mirrors the evolving values of the contemporary consumer.
At the same time, it’s important to acknowledge the brand’s shift in identity following its acquisition by Kering, which places LINDBERG within a larger luxury conglomerate rather than the independent sphere it once defined. Yet this transition has also opened space for a new wave of independent eyewear houses operating within the same quiet luxury vocabulary — makers whose focus on purity, craftsmanship, and understated sophistication positions them as the next voices to watch in the decade ahead.
Seekers Optical is B Corp certified — how does that influence your daily operations and partnerships?
“B Corp certification keeps us accountable to our values.” It affects everything from materials used in-store to the businesses they partner with.
“It’s not a badge – it’s a framework for how we operate every day. It connects us to a community that believes profit and purpose can coexist.”
How is the eyewear retail landscape evolving in Australia?
“Consumers are becoming more discerning. They’re looking for authenticity, quality, and ethical transparency – and are willing to invest in pieces that reflect their individuality.”
While technology expands access, it also heightens the value of genuine human service. This shift benefits independent retailers.
What challenges or opportunities lie ahead for independent optical boutiques?
“The challenge is competing with the scale of large chains and online retailers.” But independence offers strategic advantages.
“We can stay agile, adapt, and offer genuine expertise. Clients are increasingly drawn to authenticity, and independent optical boutiques can provide that in a way big retailers can’t.”
For Seekers Optical, the path forward is clear: staying true to their values while embracing innovation — a philosophy deeply aligned with the B Corp ethos.
