Behind the brand

“When we had our first order it was the most excitement I’ve felt during my professional career”

Mishaal Bechra, director and co-founder of Pryzm Eyewear, on designing affordable luxury, and the challenges and opportunities of being a new independent brand

A model wears a pair of black sunglasses in a sharp cat’s eye shape. The model has very pink blusher, bright red-pink lipstick and a wide-brimmed red hat. She wears a white fluffy jacket and stands against a white background

Pryzm Eyewear – behind the scenes

What makes Pryzm Eyewear unique?

Pryzm is unique as we know what it is like to be full-time glasses wearers – having worn spectacles from the age of seven – and have always struggled with finding suitable styles of frames that made us feel good in our skin.

Our aim is to provide high quality eyewear in various styles and colours so people can really be proud of their glasses without being charged three or four times the price other brands would.

Being 100% family-run, we take customer service incredibly seriously. We go above and beyond to ensure each individual customer, whether it’s their first purchase or tenth, has a memorable journey from placing an order to receiving their glasses or sunglasses. 

What is the latest collection that you have released and why does it stand out from the crowd?

Our latest collection is our Essential Collection. This is such an important collection for us as it defines who we are. It’s a collection that has it all: if you are looking something elegant, clean and minimal for your Monday meeting then you have ‘Milo,’ and if you’re soaking up the sun in Ibiza you have ‘Idris’ in 36 combinations. You have endless choices.

Our current collection has 13 frame styles in up to seven colours that can be used as optical frames or sunglasses.

Our latest collection is our Essential Collection. This is such an important collection for us as it defines who we are


What are the company’s main ambitions for the next 12 months?

Our goal for the next 12 months is to focus on being more sustainable and looking at how our organisation can help communities locally and afar.

Are there any new projects in development that customers should be aware of?

There are new projects on the horizon that we are really excited to share with our customers. They really showcase our view on individuality and luxury, but we can’t give away too much just yet. If you subscribe to our emails you will be the first to know.

What key eyewear trends do you expect to see in the months ahead?

I really see trends moving towards personalisation and inclusivity – particularly showcasing unconventional details, elaborate aesthetics, limited edition drops, and focusing on sustainability.

Bhavi and Mishaal, dressed in black-tie attire, stand together in a grand hall

Beyond the brand

Could you tell us about your clinical experience and how this has informed your work in eyewear design?

Bhavi and I spend a lot of time in practice and have witnessed first-hand how customer buying habits are changing, us included. Customers want something unique which helps them stand out from the crowd but are also conscious of ensuring they get the best deal for whatever they purchase. Our clinical experience along with our own behavioural habits when shopping ensured we designed our eyewear to be fashionable, hard-wearing, and most importantly: functional. We have a wide variety of styles that accommodate various prescription types, head shapes, sizes and styles.

What are some of the external/market challenges you see facing independent eyewear brands?

As an independent brand, and particularly a new brand, we always face challenges compared to other well-established names. We are still finding our feet in the market and are working to pin down our target market. We work with much smaller budgets in all aspects, especially with marketing and advertising, so we have to make sure everything we do is meticulously thought out with targets in mind. We have to try do everything the ‘big’ brands do but with our resources which can be challenging but that is why we love what we do. It makes us think outside the box and every day we are problem solving and breaking down barriers.

A slightly squared clear frame is positioned on a grey cube. The lenses of the frame are a bright yellow gradient
Bechra’s favourite frame is the ‘Wolf’ in clear

What are the biggest opportunities that you see currently for independent eyewear brands?

Independent eyewear brands are known to be different and our biggest opportunity within the eyewear industry is to remain independent as we have the ability to adapt. We have to continue to disrupt the marketplace and, ultimately, independent brands like us cannot compete with the likes of Safilo, EssilorLuxottica or Kering. We are however catering to a specific population that value original designs and the service independent brands provide.

As a spectacle wearer myself, I was always interested in what and who I was buying from


Would you have a view on how independent eyewear brands help to foster a sense of connection between patients, practices and the brands themselves?

As a spectacle wearer myself, I was always interested in what and who I was buying from. I have always wanted to support local businesses as I know how much someone’s custom is valued there – which means I know I would get good service.

I know this from our own experience with Pryzm. When we had our first order it was the most excitement I’ve felt during my professional career. That feeling still hasn’t left me and I want to make sure each one of my customers knows how much they are appreciated and we make sure this is felt during their purchasing journey and even after that.

Independent practices have an important role in connecting an eyewear brand ethos with consumer views. Patients visit independents as they receive a personalised and trusted recommendation, whether clinically or commercially, and have built a connection with the practice over the years. As a result when a practice stocks an eyewear brand they are telling the consumer that the patient, practice and brand shares the same value and ethos.