11th & Gray, 2549 Eastbluf Dr, Newport Beach, CA (2026)

04/16/2025

Truth? Not every brand should be everywhere.

Luxury used to mean exclusivity. Now?

Brands are slapping their name on everything, fragrances, home goods, skincare, even hotels. And while expansion might look good on paper, too much licensing can water down brand identity fast.

I’ve seen this play out time and time again 👇🏻

A brand starts licensing aggressively → retail visibility skyrockets
It moves from aspirational to everywhere → prestige starts slipping.

Suddenly, the product that once felt exclusive now feels common and that’s a tough game to recover from.

But here’s what’s interesting, some of the smartest luxury houses are pulling back.

They’re refocusing on their core categories instead of chasing short-term revenue across every product line.

And for retailers? That’s a shift worth watching.

👉🏻 If a brand is too available, does it still drive demand?
👉🏻 Are we seeing the start of a return to true exclusivity in luxury?

I have my thoughts (a lot of them), but I want to hear yours. Is this a correction, luxury brands needed, or is expansion still the way forward?

04/15/2025

Garrett Leight’s New Collection Is Here...And It’s So Good!

Garrett Leight just launched something new, and I have to say, I’m into it. Garrett Leight “Made in Japan” is the brand’s latest drop, featuring some of the best acetates I’ve seen from them.

With two new lens colors Pure Twilight and Pure Pacific both in gorgeous shades of blue, this collection isn’t just about color; it’s personal. Garrett Leight BLUE is all made in Japan product.

Garrett chose to name it BLUE because it’s the opposite of brands color orange on the color spectrum, but also because, let’s be real, he’s a Dodgers and Lakers guy through and through.

This collection is clean, modern, and exactly what GLCO does best. Oh, and the Hampton and Kinney frames? Always going to be your best seller. I have the global data to prove it.

If you haven’t checked out this new BLUE collection, you’re missing out.

Message me, and let’s walk through what’s already getting attention in stores.

04/14/2025

Press Eyewear is having a major moment, and honestly, I’m not surprised.

Retailers who bring it in are watching it fly, and I mean fast sell-through, repeat customers, and clients who don’t even hesitate at checkout.

It’s that rare mix of design-driven but highly wearable, which is exactly what makes a collection unstoppable.

What makes Press different?

They get it. They’re in stock. They ship fast. They make ordering seamless.

And that’s SO IMPORTANT in an industry where delays have been the norm.

When you combine that with frames that clients put on and instantly feel, you don’t get inventory that sits, you get inventory that moves.

If you haven’t brought Press into your store yet, let’s talk.

Message me, and I’ll share the styles that are performing best right now, because I’ve already run the numbers.

Frames: Press Eyewear

04/10/2025

Luxury Brands Are Rethinking Pricing... Here’s Why It Matters to YOU!

Luxury pricing is shifting.

More and more high-end brands are introducing opening price points, and this is not just about accessibility; it’s a direct response to changing consumer spending habits in today’s economy.

This isn’t about discounting.

It’s about strategic pricing, giving retailers an entry-level price tier that still delivers on craftsmanship and brand integrity while keeping clients engaged.

And it’s working. Brands that are introducing these new price categories are seeing:
✔️ Higher conversion rates: clients who wouldn’t typically buy in are now engaging.
✔️ Stronger retention: an entry price keeps clients in the brand ecosystem, leading to higher-ticket purchases later.
✔️ More flexibility for retailers: offering a wider price range without compromising luxury status.

The takeaway?

Luxury isn’t becoming more affordable, it’s becoming more strategic. And in a market where every buying decision counts, these shifts are worth paying attention to.

Are you seeing this trend in your own retail space? Let’s talk.

Maison Valentino | Round Oversize Metal Frame

04/09/2025

Can I just say, that Maybach is in it's PRIME! And here's why!

Their latest collection is exactly what my retailers are searching for, bold silhouettes, those intricate temple details, and colorways that make customers stop in their tracks.

But trust me, these pieces are doing so much more than looking pretty on displays.

I'm obsessed with how meticulously every frame is crafted in their own factory. That attention to detail isn't just gorgeous, it's translating to consistently higher conversion rates for my stores.

The unmistakable Maybach feel has customers reaching for their credit cards faster than any other brand in this category.

Want to see the specific styles that are flying off the shelves at this price point?

Message me and I'll share both the standout designs AND their performance metrics (because you know I track both with equal enthusiasm!).

Frame: Maybach Eyewear | The Visionist

04/03/2025

Statement frames are back, and luxury brands are leaning into it.'

The days of ultra-thin wire frames dominating collections? That moment is shifting.

Lately, I’ve been seeing more brands bringing back strong acetate silhouettes, rich colors, and vintage-inspired details, and honestly, it makes sense.

Clients are gravitating toward frames that feel substantial, expressive, and design-driven. Whether it’s deep tortoiseshells, oversized shapes, or sculptural details, acetate is taking center stage again in luxury eyewear.

Why does this matter for retailers?

🕶️ Acetate frames offer more room for color play and bold design, making them highly visual and sellable.
🕶️ They have a timeless appeal, balancing trend-forward energy with long-term wearability.
🕶️ Consumers are looking for eyewear that makes a statement, not just blends in.

Luxury brands are evolving, and right now, the shift back to bold acetate is impossible to ignore.

Are you seeing this shift in your own retail space? Let’s talk.

Garrett Leight | Julien Sun

04/01/2025

Here's the truth...Luxury buying isn’t just about selecting the right pieces anymore, it’s about timing.

Retailers are locking in budgets for Fall/Winter 2025 earlier than ever before. If you’re waiting to finalize your buys later in the season, you could be walking into slimmer budgets and fewer options.

I’ve been seeing this shift firsthand, major luxury retailers are committing earlier than ever, and the brands that show first are securing the biggest buy-ins.

The reality?

By the time some collections hit the floor, the dollars have already been allocated.

What does this mean for you?
🕶️ If you’re a buyer, now is the time to finalize your next season’s assortment, before the best selections are spoken for.
🕶️ If you’re a brand, waiting to present your collection could mean missing out on major buys from your top accounts.

Luxury retail has always been competitive, but now it’s moving faster than ever. Want to make sure you’re ahead of the shift?

Message me, and let’s talk strategy.

Balmain | Envie

03/31/2025

Okay, let's talk about what actually makes my approach to luxury eyewear different...

I'm obsessed with two things: stunning frames AND the numbers behind them.

Truth?

I don't just get excited about beautiful designs (though, hello, have you seen the new frames?). I'm equally thrilled by a perfectly optimized inventory spreadsheet that shows which pieces are driving your highest margins.

→ Here's what I've learned after years in this business: stocking popular brands isn't enough. The magic happens when you have the right mix that complements your boutique's unique vibe while maximizing your profit per square foot.

My buyers know I've got one eye on Vogue and one on their profit margins. I'll message them the minute I spot a trend gaining traction and say "Stop EVERYTHING, this tortoiseshell variation is what your clients will be asking for next month," and before they've even finished their coffee, I've already analyzed their sales data and sent over projected revenue figures for each colorway.

That perfect blend of fashion instinct and hard numbers? That's my superpower.

Want to see what's working for boutiques like yours right now? Send me a DM and let's chat about transforming your eyewear game this season. I've got samples (and spreadsheets) ready to share!

Frames:

03/26/2025

If you’ve ever been to Paris, you know isn’t just a department store. It’s a masterclass in elevated curation, fashion-first storytelling, and that effortless luxury experience that keeps clients coming back. And now, it’s opening on Wall Street! Well it actually opened last week, ONE day after I flew home from nyc! 😭

What does this mean for retailers?

A few things. The U.S. luxury market is shifting.

Printemps isn’t bringing the typical American department store model, it’s bringing a Parisian sensibility, where exclusivity and experience matter as much as the product itself.

That’s a signal for retailers to lean deeper into storytelling, curation, and the kind of in-store moments that make high-end shopping feel special.

I’ll be watching closely to see how they execute this and trust me, I’ll be there the second those doors open.

Retailers, what’s your take? Is this the beginning of a new era for luxury in the U.S., or just another name in the game?

03/24/2025

Green isn’t going anywhere… but burgundy and chocolate brown are stepping into the spotlight.

Color is everything in eyewear right now, and if you’ve been paying attention, you’ve seen rich greens holding their spot as a best-seller.

But don’t sleep on burgundy and deep chocolate brown; they’ve been dominating in fashion, and it’s only a matter of time before they fully break into eyewear.

The right color can be the difference between a frame that sits and a frame that sells. And if you’re wondering what shades your clients will actually reach for, I’ve got you.

Let’s make sure your inventory is ahead of the curve. Message me, and let’s talk strategy.

https://www.11thandgray.com/contact

Frames: Emmanuelle Khanh

11th & Gray

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