We sat down with GEORGIA, founder of BORED GEORGE to discuss her love for creativity, fashion, and her goal to build exceptionally reliable sunglasses where effortless design meets premium quality.

 

Tell us a bit about the story behind bored.george:

In 2019 I started bored.george with no expectations, plans, or grand ideas. It was just a hobby, a challenge to keep my brain active. During the first year of business , I imported sunglasses and worked on bored.george as a side hustle in my spare time. I quickly found myself at a crossroads and had to choose between scaling back or going all-in. At the age of 23, I took the leap and put all of my savings into bored george and committed to the idea of creating affordable and fashionable sunglasses.

Interestingly, I never used to wear sunglasses before starting this business. It wasn't until I went overseas that I discovered the true potential of sunglasses as a fashion accessory. While in Turkey, I started collecting affordable but stylish sunglasses that were bold and unique, and each style allowed me to express a different aspect of my personality. That's how my obsession with eyewear began, and that's why our sunglasses now reflect mood, attitude, and personality, giving our customers the opportunity to express themselves through their eyewear.

Throughout the journey of growing bored.george, I have shared every twist and turn with my 12K followers on social media. It's been incredible to see how this has helped me create a community that is invested in the success of the business, and a loyal brand following that can't wait to see what we come up with next.

What were your inspiration and your brand mission?

The mission of bored.george is to ‘get people to say it with sunglasses’. I want a brand where fashion & function meet affordability. I was inspired to start this brand because I was always disappointed with the limited options available in New Zealand. Either the designs were unappealing, or the prices were simply too high. We strive to make our community feel confident and empowered when they wear our sunglasses, knowing that they're making a statement with their eyewear. We take pride in creating high-quality products that our customers can feel good about purchasing. We believe that everyone deserves access to stylish, affordable eyewear that not only looks good but also feels good. As we continue to grow and expand, we remain committed to our goal of providing customers with sunglasses that let them express themselves and make a statement with their style.

 

What is your favourite style and why?

Out of all the styles in our collection, the Quinn Speckle is undoubtedly my favourite. With their bold, oversized design, they exude a sense of confidence that makes me feel empowered, even on days when I'm not feeling my best.

 

Can you share your proudest moments in business so far?

Over the past year, we've successfully launched our brand into some of New Zealand's most reputable retailers, and seeing our products alongside theirs is a major source of pride for us. We're thrilled to be aligned with stores like Smith and Caugheys, Max Fashion, Sills and Co, and Repertoire.

 

What sets your brand apart from others in the industry?

To keep with the vision of creating functional eyewear, bored.george sunglasses are crafted from a specific plant-based Acetate from the Mazzucchelli factory in Milan, Italy. Our most recent ranges are made from M49 bio-acetate which is classified as a biodegradable material. This is just one step we are taking on our journey to promote sustainability. So, what is acetate you ask? Acetate is derived from materials such as sustainably sourced wood pulp and cotton; its strong, lightweight, and flexible nature makes it incredibly resilient in structure. We use TAC for our lenses which are scratch resistant, lightweight, 100% UV protective and most importantly, polarised.

As our followers already know, the community we have built is truly the backbone of our success. We feel incredibly fortunate to have such a loyal and supportive following. By openly sharing our successes and failures on social media, we have fostered a sense of transparency and trust between us and our customers. Our community not only supports us through their purchases, but they also provide us with valuable feedback and suggestions that help us improve and grow. They are the driving force behind our brand, and we are immensely grateful for their support and enthusiasm. Finally, bored.george was born from a need for fashionable eyewear that is functional for the wearer and also the planet, and is affordable to the everyday wearer. We noticed that many eyewear brands tend to be practical at the expense of style, so we made it our mission to create a line that excels in both quality and aesthetic appeal. Our focus is on designing eyewear that is not only well-made but also fresh and exciting.

What were the first steps you took to launch? And what would you say was the

scariest part/your biggest fear?

Let’s go back to the start. 22-year-old me, in 2019 created a PowerPoint presentation on Microsoft PowerPoint to pitch my idea for a hobby/side hustle to my parents. I have a vivid memory of feeling absolutely terrified at the thought of how my parents would react to my idea, and not knowing what their response would be. I was also scared of what others might think and their judgments about me for pursuing something out of the norm. Fortunately, I have a supportive family and amazing friends who thought it was a great idea and have been with me every step of the way. Looking back now, it's amazing to see how much I've grown since then. Despite my fears, bored.george continued to grow, and now, it's available in over 65 stores throughout New Zealand and Australia. It's been a journey of learning and personal growth, and I'm grateful for all the support and opportunities that have come my way.

 

What do your customers love about your products?

Our customers have shown us that they value our brand story, our quality and our distinctive designs. At our core, we aim to establish a connection with every customer and ensure that our products resonate with a wide range of people. I believe this approach has played a significant role in our success.

 

What path led you to Life Instyle and what about the show makes it a great fit for

You?

As a brand, we've experienced remarkable success in New Zealand and believe that expanding into Australia would be a great opportunity for us. Expanding into Australia is a significant milestone for our brand, and we are thrilled to have the opportunity to participate in Life Instyle. As a growing business, we believe that building relationships with potential stockists is crucial to our success, and being able to showcase our products at Life Instyle is a fantastic opportunity for us to do just that. We are confident that our unique and playful sunglasses will appeal to the Australian market, and we are excited to introduce our brand to a new audience. The Life Instyle event is an excellent platform for us to gain exposure and make connections with retailers, which is why we have been eagerly preparing for this event for months. As a brand that values quality and affordability, we have found that boutiques, fashion, and lifestyle stores are our main customers when it comes to wholesaling. We understand that sunglasses are a tactile product, and customers often want to try them on before making a purchase, which is why wholesale has become a significant part of our business plan. We are looking forward to meeting new potential stockists at Life Instyle and continuing to build meaningful relationships with our existing partners. We are always excited to connect with store owners, buyers, and agents who share our

passion for unique and sustainable eyewear. At Life Instyle, we'll be available to answer any

questions about our brand and products, as well as discuss potential partnerships and

collaborations.

 

Can you share your proudest moments in business so far?

Last year, as a relatively small business, we were humbled to be recognized as a finalist in two categories of the Westpac Business Awards. It was an incredible achievement to place in the top 5 for Best Emerging Business and top 7 for People's Choice, especially given the caliber of other businesses and brands on the finalist list. Seeing our name alongside theirs was truly a pinch-me moment and a testament to the hard work and dedication to what we

have created. Over the past year, we've successfully launched our brand into some of New Zealand's most reputable retailers, and seeing our products alongside theirs is a major source of pride for us. We're thrilled to be aligned with stores like Smith and Caugheys, Max Fashion, Sills and Co, and Repertoire.

 

What is the best piece of business advice you have been given?

One of the most significant pieces of business advice I have received is to trust my intuition and follow my gut. This advice has been crucial in shaping the decisions I have made for my business. While it's important to analyze data, research, and weigh the pros and cons, sometimes, your instincts and intuition can lead you to make the best decision for your business. Following your gut is all about tapping into your inner voice and trusting the feelings that come with it. It's essential to be in tune with yourself, your brand values, and your company goals. When you have a clear sense of what you want for your business, and you listen to your gut feelings, it can help guide you in making the right decisions

 

Who are some of the other brands in the industry that you love/admire?

One brand that I have an immense admiration for is Saben in New Zealand. Their commitment to quality craftsmanship and attention to detail is truly inspiring. What sets Saben apart is the incredible community and customer trust they have built over the years. It's not just about buying a product, but investing in something that you know will last and be worth the price. Saben's focus on creating beautiful and functional products has earned them a loyal following of customers who appreciate their thoughtful designs and dedication to quality. Overall, the Saben brand is a true testament to the power of building a strong community and fostering customer trust through quality products and responsible practices.

Quick Fire Questions

1. Where do you see bored.george in 5 years’ time?

As the founder of bored.george, my personal goal is to establish our brand as a household name worldwide. Sustainability is my top priority, and I am committed to continuing to grow our efforts in this area. As we expand and grow, I am excited to see how we can invest more resources into improving our sustainability practices. In terms of our product line, I am eager to broaden our range of sunglasses and focus more on designing for the men's market. We have only scratched the surface of this market, and I believe there is enormous potential here. Additionally, our community has expressed interest in reading glasses, which is a product category we are considering exploring. Overall, my ultimate vision for bored.george is to offer a diverse range of high-quality, affordable eyewear options that cater to all tastes, styles, and needs. One day we might branch out into other areas of fashion.

2. Tell us a fact about yourself that will surprise our readers!

At 19 years old, I decided to pack up my bags and embark on my OE to live in London and travel through Europe. Looking back now, I don't think I fully grasped how young I was at the time, but despite the challenges, I was able to survive and make it through. This experience forced me to mature and grow up much faster than I had anticipated.

3. Your Favourite meal

Food is a love of mine so unsure if I could name just 1 favourite meal. But I love the classics such as burgers, nachos and burritos.