Built inside a real practice.
EYEPRO Eyewear wasn’t created to add one more frame line to the board. It was built to give Dr. Darren Smarch a brand his patients couldn’t find everywhere else—while giving his practice more control, stronger margins, and a more distinctive optical.
Private branding works. Online marketing makes it matter.
For Dr. Smarch, it wasn’t just about creating a private-label collection—it was making sure patients saw it before they ever walked in.
“We didn’t want another frame line. We wanted something patients couldn’t compare—and something our team could stand behind.”
Instead of competing on the same frames patients see everywhere, the practice built something it could own—and made sure patients saw it first.
- No direct price comparison
- Stronger margins
- Higher capture before the visit
- A brand patients associate with the practice
Private branding created the product.
Online marketing made it matter.
Why it worked
- No direct online price comparison
- More control over margins (managed care) and product mix
- A stronger brand identity inside the practice
- A more memorable optical experience for patients
- A collection the team could stand behind as their own
What changed
This is where private label becomes more than a nice idea. When a practice builds a frame line around its own identity, the optical starts working harder. The product becomes more defensible. The story becomes clearer. And the patient experience becomes more ownable.
Private label with Your Brand Eyewear changed everything. It’s not only boosted our profit margins, but also created an serious marketing buzz in our community that increases our capture rate. Putting it online was the icing on the cake.
— Darren Smarch, O.D., F.A.A.O.
Optometric Advisor • Practice Owner
More than a customer. A practitioner-led brand.
Private branding represents a better model for independent practices: not simply carrying frames, but building a brand inside the practice itself. That is what makes this different. It’s not a rep pitch. It’s not theory. It’s a real owner, in a real practice, using private label to create stronger identity, better economics, and a more modern optical strategy.
How the partnership developed
Why this matters to other ECPs
Practices relate to other practices. That’s what makes this page valuable. It shows what can happen when an independent owner stops relying completely on other brands and starts building an optical identity of their own.
This is the future of independent optical: practitioner-led, margin-aware, and harder to compare.
Ready to build your own private-label frame brand?
This page was shared with you because Dr. Smarch believes private branding can help more independent practices improve margins, reduce price comparison, and create a stronger optical identity.
If you’d like to explore building your own brand, mention referral code SMARCH when you contact us. That allows us to properly credit the referring practice.