​​When I joined polette as General Manager, the brand was addressing potential customers with claims such as “Only idiots pay more” and “Stop getting f*cked by the optical industry.” The challenge was to shift the brand’s positioning from cheap glasses to distinctive design; to build desirability while stopping insulting potential clients, or denigrating other players. I started with reorganising departments -design, production, creative, marketing, retail, operations, customer care, showrooms, HR and finance- and processes, then I focused on refreshing artistic direction, and  rethinking the retail experience. While expanding the network of showrooms, we develop the new e-commerce proprietary platform, while bringing new categories to life — including ski goggles that eventually made their way to the Winter Olympics.​ We also launched running, cycling, and the world's first 100% biodegradable acetate frame — a product that went far beyond the shelf and found its way into Harper's Bazar, The Financial Times and Vogue.