For Julien Couture, founder and creative force behind Lunetterie Générale, eyewear is not merely an accessory — it’s a narrative medium. Rooted in his early fascination with cinema, Julien approaches design with a filmmaker’s sensitivity to emotion, proportion, and storytelling. Since launching in 2018, the French-Canadian designer has fused the elegance of French refinement with Japanese craftsmanship, crafting a brand that embodies the new codes of quiet luxury: precision, restraint, and depth. His mission is clear — to elevate eyewear from functional object to emotional artifact.
In the interview below, Julien Couture, articulates the brand’s essence with cinematic precision: “I wanted to create eyewear that feels timeless and cinematic at the same time. Exceptional pieces that speak softly yet leave a lasting impression.” This statement encapsulates Julien’s design philosophy — a pursuit of emotion through form, where subtlety becomes the ultimate expression of luxury.
What motivated you to start Lunetterie Générale?
I’ve always been fascinated by cinema — by its visual beauty and the emotional power it conveys. My dream was to become a filmmaker and tell stories that stayed with people. That was my first passion. I came into eyewear as an outsider. My background is in marketing, and I became a self-taught designer and entrepreneur. One day, while searching for a great pair of frames, I realized most of what I saw lacked soul. They were beautiful objects, but they didn’t say anything. I couldn’t find a brand that struck the perfect balance — aspirational yet exciting, built on true artisanship.
I began to see eyewear as a more intimate form of storytelling; something that lives close to the face, close to identity. For me, Lunetterie Générale isn’t about trends; it’s about living deliberately and doing things with care. Whether you make a film or build a brand, it must come from a deep personal desire, not from what’s fashionable or what the market might want. You have to be passionate enough to face every challenge head-on. That’s what drives me every day with Lunetterie Générale: the belief that beauty, when done with sincerity, always finds its audience.
How do you define high luxury in eyewear?
High luxury isn’t about price or excess. It’s about mastery. It’s when vision and execution align so seamlessly that the product speaks for itself, with quiet grandeur and purpose. True luxury reveals itself in the details: the balance, the comfort, the emotion you feel when you wear it.
Does having a “Made in” label influence perception of luxury?
Absolutely. Not every country evokes the same emotion or carries the same legacy. Craftsmanship is built on decades of culture and dedication.
When I imagined Lunetterie Générale, my goal was to create without compromise. I wanted the best materials, techniques, and precision, and Japan was the natural choice. In Sabae, I found a place where mastery is a way of life. Every movement in the process reflects generations of expertise.
Making in Japan was a no-brainer. There’s no pretense, no shortcuts, just truth in execution. The relationships there, the creative rhythm, the mutual respect for craft, it’s one of the purest forms of collaboration I’ve experienced. The level of dedication and sophistication that emerges from Sabae is, to this day, simply unmatched.
How many frames do you sell annually?
We’re in a strong place. We’ve surpassed 20,000 frames, a 50% increase from last year. To me, growth only matters when it doesn’t come at the expense of character. We’re focused on innovation and long-term relationships with our clients and partners as we work toward becoming the new standard in luxury eyewear.
How do your sales break down between retail and online?
E-commerce represents less than 10% of our business, with the rest coming from wholesale. That’s intentional. I believe in the power of word of mouth and in building a genuine community around Lunetterie Générale True connection can’t be bought through marketing — it’s earned over time by creating objects and a creative universe that resonates with people. I’d rather grow wisely than chase attention with online ads at this point. The people who connect with Lunetterie Générale understand the care and intention behind every frame, and day by day, more discover the brand and fall in love with it.
What were the toughest challenges in building the brand?
Rising costs have been a major challenge, along with shifting global regulations. This industry moves fast, and there’s no easy path to profitability. Competition is healthy, but I’ve never spent much time watching what others do. I know what we’re building, and I believe in it. I have the talent, the ambition, and the team to make Lunetterie Générale the next great success in eyewear. I’ve always had tunnel vision. My focus is on perfecting, adapting, and staying ahead — that’s how you build something truly unique. We’ve had a strong team from the beginning and continue to attract exceptional talent as the brand grows. The hardest challenges are still ahead and so are the greatest opportunities.
How have you financed your growth?
I started Lunetterie Générale with $30,000 and a lot of conviction. People often ask how I’ve managed to self-fund the brand to this level. The truth is simple: we took risks and hustled. Money doesn’t do the heavy lifting work for you. I’ve seen too many brands burn fast chasing shortcuts. In luxury, there are none.
I didn’t come from wealth or a family known in eyewear. I studied marketing, trusted my instincts, and built something I could be proud of. We kept things lean, made bold moves, and yes, nearly went under twice. Each time, we came back stronger and more certain of who we are.
In 2026, we’re opening the door to strategic investors who share our vision. Our ambition is clear: to become the luxury eyewear reference for the new generation of discerning consumers.
What’s next for Lunetterie Générale?
We have an exciting product lineup for the next 2 years. Europe remains our strongest market, and we’re expanding rapidly in the United States and Asia. Several collaborations are in the works that will take the brand into new creative territories.
How do you see the future of online versus physical retail?
Today’s luxury consumers travel with curiosity and intention. Their eyewear choices—whether sunglasses or optical—are both impulsive and deeply considered. At Lunetterie Générale, we want to meet them at meaningful moments in their journey through a curated network of retail spaces and experiences. The future of luxury is omnichannel, where physical and digital blend seamlessly. We’re now developing collaborations with our retail partners to create spaces that embody our vision of modern luxury.
Our goal is to bridge wholesale and direct-to-consumer with precision and personalization, powered by technology but grounded in human connection.
In one sentence, how would you define the essence of Lunetterie Générale?
Inspired by the beauty of life, we pay homage to timeless elegance of the past through exceptional savoir-faire and a visionary modern aesthetic.
As Lunetterie Générale expands into new markets, Julien Couture remains the auteur behind every frame, directing a brand where passion meets precision. His commitment to mastery over marketing and craftsmanship over noise positions him among a new generation of designers redefining what modern luxury means — timeless, sincere, and profoundly human.
