Built inside a multi-location practice.
Seek and Roots Eyewear weren't created to add two more frame lines to the board. They were built to give Appleseed Eyecare two brands their patients couldn’t find everywhere —while giving their practices more control, stronger margins, and more distinctive opticals.
The turning point
Like many independent practices, Director of Operations, Casey Geiger faced the same pressure most practices feel: patients comparing frames, shrinking margins, low managed care reimbursements and very little true differentiation between one optical and the next.
Carrying more brands wasn’t the answer. It only made the wall look more familiar. The smarter move was to create something patients would associate with their offices—not someone else’s logo.
That decision became Roots and Seek Eyewear: two private-label collections (one core, one luxury) were developed to look elevated, feel intentional, and give the offices something far more powerful than another vendor line.
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.
Your Brand Eyewear is helping independent practices rethink what private label can be. The ability to control quality, pricing, and branding gives offices a real opportunity to compete while building something unique to their own organization. They’re giving independent opticals a real opportunity to take back control of their frame products and compete with larger corporation in a sustainable way. Be your own brand.
— Casey Geiger, MBA
Optometric Advisor • Director of Operations
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.
Could your practice do the same?
If you’re thinking about building your own private-label frame line, start with a few sample styles and a short conversation. We’ll walk through positioning, price points, and the fastest path to launch.