Independent optometrist Nicky Dayton introduces Victoria Beckham Eyewear to Berowra Eye Studio, with a classic acetate style in the collection emerging as an early standout among patients.
The moment Nicky Dayton opened the doors to Berowra Eye Studio in November 2025, she did so with a clear intention: to curate an eyewear range on her own terms.
After more than 20 years practising locally, Dayton and her team relocated from a nearby corporate-owned store to establish a fully independent practice in Berowra, in Sydney’s north.
The new practice in a shopping centre occupies a position next to the local supermarket, drawing both long-standing patients and new foot traffic.
“We’re a new practice, with many of our former staff and patients. And because of the location, we’re attracting a surprising number of new people as well,” she explains.
Without being beholden to any group or network, frames at Berowra Eye Studio are selected for shape, fit and colour rather than brand prominence. It is within that framework that Victoria Beckham Eyewear – a relatively new name in the world of eyewear – entered the equation.
Curating an independent mix
Dayton first encountered the Victoria Beckham Eyewear collection through Safilo, which co-designs and manufactures the brand, and distributes it in Australia. She had already placed her initial Safilo order at an ODMA trade fair before opening Berowra Eye Studio, buoyed by the interest seen in the David Beckham range, which “was just flying off the shelves”.
When the Safilo representative suggested she view the Victoria Beckham collection, Dayton agreed. “I loved them straight away.”
The collection forms part of Victoria Beckham’s broader fashion portfolio. Recognised within the fashion industry with awards including Designer Brand of the Year at the 2011 British Fashion Awards and Brand of the Year in 2014, Beckham has built her label into a global business.
Safilo describes the eyewear line’s mission as establishing “a global fashion eyewear reference in the women’s segment” through uniquely designed pieces that stand out for quality and attention to detail, positioned as aspirational yet accessible.
For Dayton, the appeal was immediate but also practical.
“I’d describe them as stylish, understated glamour,” she says. “It wasn’t too out there for the people in my slightly more conservative area.”
The colour palette stood out too, with “gorgeous, muted colours – burgundies and blues”, she says. Branding details were another factor.
“Nobody in our area likes really in-your-face branding. The way they’ve designed the Victoria Beckham logo subtly on the temples is beautiful.”
The range includes 15 sun styles and 15 optical styles, structured across ‘Everyday Chic’ and ‘Glam’ families.
Within Everyday Chic are ultra-light acetates, timeless mainstream shapes, chic metal constructions and combination frames featuring refined temple mechanisms and discreet logo placement. The Glam segment introduces flatter, bolder silhouettes with modern 3D bevelling, alongside more statement-driven acetate and combination designs.
Dayton selected a mix aligned to her demographic. While some Glam pieces feature chunkier temples and stronger lines, she opted more heavily into classic acetate shapes.
“I ordered a couple of those chunkier temple styles, but not as much,” she says. “The people I’m catering to can go that edgy – but not everyone.”
Her merchandising approach reflects the broader independence of the practice. Frames are not grouped under overt brand signage.
“I don’t highlight the brand on each shelf like a lot of practices do,” she says. “I’m encouraging patients to choose based on the shape and the colour. Brand discussion typically follows once patients are already trying a frame on.”
A clear favourite
Within weeks of arrival, one optical style emerged as a clear favourite: VB1010.
Described by Dayton as a classic square acetate with gold trim at the temples, the frame features a narrower bridge fit that has resonated strongly with female patients.
“Within a week, we sold the same frame in three different colours,” she says. “Black, blue and crystal.”
The fit has been central to its performance.
“It’s just got a really good bridge for ladies,” Dayton explains. “A lot of these chunkier-look frames sit too low. This one has quite a narrow bridge, which is just fitting so many faces.”
The model’s detailing – subtle temple branding and refined gold accents – aligns with what she describes as local preferences for understated design.
Quality craftsmanship is also a stand-out. “You can just tell – the hinges are fantastic. It’s really high quality,” she says.
The positive response has extended beyond dispensing. Dayton purchased a pair of Victoria Beckham sunglasses for herself – a burgundy shell aviator with cream sides from the sun collection.
“If I’m dressing up and I want to look stylish,” she says, “it’s what I reach for.”
While the practice also services an older cohort – including patients of former practice owner David Hendry, who joined Dayton in the move – she sees the Victoria Beckham collection resonating most strongly with women in the 30 to 50-plus age bracket. This aligns with the brand’s social media demographics, where Instagram followers are concentrated in the 25-34 (34%) and 35-44 (33%) age groups, with a predominantly female audience.
As Berowra Eye Studio approaches its first year in operation, Dayton is considering future buying trips, including a possible visit to Silmo in Paris. For now, however, she remains focused on refining her in-store offer.
With patient demand steady, the Victoria Beckham collection has quickly secured its place in the practice’s retail area. It offers the best of both worlds for Dayton: brand strength and independent curation.
“Every time I wear mine, I just feel like I’ve elevated my style a bit,” she says. “And that’s what you want.”
