Swag and Stare donate profits to Blind Veterans UK

25 February 2013 11:00

Designer spectacles business Swag and Stare donate 10% of profits to eye-related charities.

Designer spectacles business Swag and Stare have decided to donate ten per cent of all profits to Blind Veterans UK and other eye-related charities.

Swag and Stare was set up by husband and wife, Sarah and Ian Peaceful, and Shariffa Alsagoff last month after they realised there was a gap in the market for luxury but affordable eyewear.

Sarah, 35, an optician, says: 'Buying glasses on the high street is typically very expensive and when we looked online we could only see the same old frames and poor quality lenses. We realised that it should be easier to get designer, quality eyewear that doesn't cost the earth.'

Using their own savings, the trio designed a range of 25 frames, and then secured a factory in China for the production. The glasses are then shipped back to the UK where the lenses are sourced and where the glasses are glazed.

The friends hope their business will stand out for offering unique designer frames at a low cost. All pairs of spectacles cost £95. Visitors to the site can upload a picture of themselves and then 'try on' the range of spectacles to see which will suit them best. They can then share this with friends on Facebook. The firm also allows 'home try-ons', where customers have five days to try on up to four pairs.

Ten per cent of all profits will go to UK eye-related charities, such as Blind Veterans UK and Guide Dogs. Sarah says: 'We think it's time that companies began giving back and donating some of the profit to charity is a way of doing this.'