Empowering Women with Inclusive Eyewear with Covry Eyewear Co-Founder Florence Shin

• The importance of community in creating products that meet your preferences (9:10)
• Identifying industry gaps in fashion (10:18)
• Using fashion to highlight the significance of diversity (12:25)

“I will say that almost all of our inspiration comes from our community because again, they’re the ones telling us what they want to see. So they’ll tell us, oh, I, you know, can you make this shape? I wish it was wider. I wish it was more narrow. I wish it was in this color, this pattern. So we’re really always trying to find ways; we’re always listening to what they have to say, whether it’s, you know, in store, whether they send us a message or we can kind of see it also in the data as well. So it always comes back to our customers.

“When you try the Covry frames on, there’s a moment where you have this “a-ha” because you finally realize that this is how they should fit because they’re not sliding down. They’re not hitting your cheeks.”

And I think it was interesting for me and Athena early on, because when we started going to, like, these eyewear trade shows and meeting with manufacturers and kind of being at these industry events, none of the designers really looked like us. So it, you know, of course, they weren’t going to really consider these different, diverse facial features in their designs. And so I think it was a really cool opportunity for us to try something. And then kickstarter kind of gave us that validation of, hey, this is something beyond just the two of us. And there’s a real need for this.”

“I find a lot of joy being able to design and create a product that is for us. And it’s because you feel seen. You feel worthy. … To have a product that’s specifically designed for you and made for you, it’s a feeling that I think we don’t feel often, but we should feel more often, and it should feel normal.”

“We really felt like our frames became this tool for empowerment. When people see themselves or try their frames on, they feel seen, they feel more confident.”

Nicole Tsong 

Hello friends. Welcome back to the School of Self-Worth. I’m your host, Nicole Tsong. Today we have a doozy of a special guest for you, and I cannot wait to talk to you about her expertise because it goes back for me to elementary school when I started wearing glasses. Until I met today’s guest, I did not know that it was not normal to push your glasses up your face constantly, as that has been my life experience. Then I met Florence Shin, the co-founder of Covry, an eyewear company, and I learned that my glasses were not made for women who have a lower bridge nose like myself. Talk about mind-blowing! I mean, seriously, I was so thrilled by my experience trying on Covry’s glasses, which do not slide down my nose. I even learned the test you can do with glasses to see if they move or don’t move on your face. I just had to bring her on to share her story about founding her company and, on a deeper level, helping Asian American women feel seen and empowered through their eyewear.

It’s honestly so fun to talk to Florence, so I cannot wait to share this story and her story with you today. Before we get going, if you are a high-achieving Asian American corporate leader who’s been passed over for promotion and wants to nail this next promotion cycle, DM me “promoted” on Instagram at nicoletsong, and I’ve got something there for you. Okay, friends, let’s dive into this super fun conversation.

Welcome to the School of Self-Worth, a podcast for ambitious women who know they are worthy of an astoundingly great life. Join us weekly as we get on the right side of your intuition, redefine success, and reclaim your self-worth. I’m your host, Nicole Tsong, an award-winning journalist who left it all behind to become a bestselling author of three books and a work-life balance expert, helping ambitious women unlock their intuition and step into a life of fulfillment and radical joy. Every single week, I will bring you diverse and meaningful conversations with successful women from all walks of life who share insights about what it takes to be brave, joyful, and authentic every day. Every episode is thoughtfully designed to leave you feeling empowered with tangible tips and advice that will lead you to your next breakthrough.

Florence, welcome to the School of Self-Worth. I’m so excited you’re here.

Florence Shin 

Hi! Thank you for having me.

Nicole Tsong 

I’ve been looking forward to this since I met Florence a little over a month ago. I was so eager for her to come on. It’s going to be so much fun to have this conversation with you. Let me take us back to how Florence and I met. We were both at the Asian American Journalists Association convention, and I attended a talk about founders and people who have businesses, even though I was at a journalism conference. I was really interested in people who focus on Asian American audiences.

I learned so much during that session, especially from Florence. First of all, their sunglasses are awesome! I haven’t tried on the optical glasses, but I love the sunglasses. I bought two pairs and have been switching them up and wearing them all around, even though I live in Seattle, which is not really sunglasses territory. But I was like, “I really want these sunglasses!” By the way, people have been giving me compliments on one of my pairs, just randomly. They say, “Wow, those are great!” and I’m like, “Yeah, I know! You should go to Covry and check out these sunglasses.”

But I’m getting ahead of myself. That’s how we met—she was talking about her business, and I got really excited to hear about it because I feel like there aren’t many businesses out there specifically focused on this area. Both of us are working with Asian American women in particular, and I would love to hear your journey. I just chatted with you a little while shopping for sunglasses, and I would love to hear from you about how you got to this place where you now have Covry and are doing the work that you’re doing.

Florence Shin 

We started Covry back in 2015. When we started, I would have never known that I would still be here doing this, and I’m so grateful. I started the company with a good friend of mine, and we both grew up in America, wearing glasses our entire lives since elementary school. Having uncomfortable glasses just became the norm for us, and we accepted it for so long.

We would always go to the optical store to get new glasses for the year, try everything on, and maybe one pair would fit, but it was either too expensive or not really the style we wanted. We were always compromising something. My co-founder, Athena, was telling me about her issues with it, and I realized I had the same issues too. It was something that wasn’t really spoken about because it was so normal to believe that eyewear was uncomfortable. In 2015, we started a Kickstarter campaign just to test the market and see if there was a real need for this. We raised almost 300% of our initial fundraising goal, which propelled us to launch the business. That’s how it all started.

Nicole Tsong 

That’s wild! I want to go back to what you said about how it was just so normal. Even for me, meeting you was eye-opening. I’ve bought sunglasses in Asia, and they would stay on my face, and I thought, “Oh, yeah, of course.” But when you’re Asian, you have a lower bridge and a flatter face. There are different things to consider when wearing glasses. I wore glasses until fifth grade, then switched to contacts because they just didn’t stay on my face. They were super uncomfortable.

When you mentioned the demand for better-fitting glasses, do you think that many Asian American men and women have just accepted for a long time that their glasses don’t fit well?

Florence Shin 

Yes, I think a lot of times we don’t even realize that they don’t fit because we’ve been pushing up our glasses for so long. We think that’s just the norm, and it becomes a habit. We actually have customers who, even after getting Covry glasses, still put their hand up to adjust their frames out of habit, even though their frames are exactly where they should be.

When you try on Covry frames, there’s an “aha” moment because you finally realize this is how they should fit—without sliding down or hitting your cheeks. It was interesting for Athena and me early on because when we went to eyewear trade shows and met with manufacturers, none of the designers looked like us. So, of course, they weren’t considering diverse facial features in their designs. Kickstarter gave us validation that there was a real need for this. We received feedback that our idea was too niche, too small, and wouldn’t work. But we knew there was a market—our friends and family confirmed that there was something bigger. I’m really glad we had that opportunity to start.

Nicole Tsong 

It’s interesting because some people think of the Asian American community as small, but it’s really big—about 9 million and growing. It’s the fastest-growing group in the United States. So when people say it’s niche, I think, “Well, that’s because you’re not Asian.”

Florence Shin 

Yes, there’s a lot of us. Even if we are a smaller population compared to others, that doesn’t mean there isn’t a market for it. It shouldn’t be ignored. I find joy in designing and creating a product that is for us. When you have a product specifically designed for you, you feel seen and worthy. A lot of times, because the mass market doesn’t prioritize this, you feel unworthy. But having a product made for you is a feeling we don’t experience often, but we should feel it more often, and it should feel normal.

Nicole Tsong 

I agree. I was thinking about beauty standards and how, maybe 10 or 20 years ago, there weren’t lines that covered the range of actual skin colors for women. Now, the same is true for glasses; they don’t address different facial features or needs in mainstream lines. If I walked into a store, no one would say, “You definitely need XYZ for your face,” right?

Florence Shin 

Exactly. When we first started, diversity wasn’t even a buzzword. It was just starting to become “trendy.” Being an inclusive brand was not something people understood at first. There were a few brands that offered what you call “Asian fit,” but it was often just a tiny section. We wanted to create something where everything is designed to fit, so you can finally pick out the style you actually want, rather than just one or two styles that fit.

Nicole Tsong 

It’s interesting because, back when you started, I’m curious about your journey. You had your co-founder, but what was your experience like? You were in fashion before, right? I assume that industry wasn’t very diverse either.

Florence Shin 

No, but the fashion industry was a little more forward because there are many Asian designers. There have been improvements over the last 10 years, but entering the eyewear industry, we saw how much less diverse it was and how much more work there was to be done.

Nicole Tsong 

You came from a world that had some diversity but then entered a world that had a lot of growth to achieve. How did you get to the point of realizing this was important? I know Kickstarter was part of it, but what was your experience before that? Did you have any eyewear experience?

Florence Shin 

We had zero experience.

Nicole Tsong 

Can you tell us a little about that? As an entrepreneur, I’m amazed by such a big leap.

Florence Shin 

We were really young, so it was a bit of ignorance and naivety. Not having direct eyewear experience was an advantage because it allowed us to think outside the box and challenge the traditional one-size-fits-all approach. We didn’t think that made sense.

Although we lacked direct eyewear experience, both my co-founder and I had backgrounds in fashion, PR, marketing, design, and production. We applied what we knew to this new business. It was a huge learning curve, and we asked a lot of questions. It was scary because we didn’t know much, and a lot of it was trial and error. Our community was always vocal about how the products made them feel, which helped drive us and continue our mission. They shared stories about finally feeling seen after 30 years of struggling to find eyewear that fit.

Nicole Tsong 

How did you start marketing your products? You began completely new to the industry, and then there’s the marketing side. How did you figure out how to reach people beyond your friends and family?

Florence Shin 

We’re still trying to figure that out! It’s about finding people who genuinely connect with our mission. From the beginning, we’ve focused on pitching to editors and influencers who understand what our product aims to solve. If they don’t connect with it, it won’t lead to a sustainable relationship. We send products to influencers to see if they love them, and if they do, that’s when we can start discussions.

I feel like this business is a baby. We treat the people we work with like family, whether they’re marketing partners or factories. That’s how we approach it.

Nicole Tsong 

I remember we talked about this in Austin—how important it is for your story to resonate with people. Now, I notice when people are pushing their glasses up all the time, and I think, “You need better-fitting glasses!” Before meeting you, I never thought about it because I usually wear contacts. Even my regular glasses don’t fit that great.

It’s interesting because you’re selling something that people don’t even realize is a challenge half the time, right 

Florence Shin 

Yes, the educational piece has always been a challenge. From the beginning, there weren’t many brands doing this, and it was often a low priority for others.

Nicole Tsong 

What is it like to educate people who don’t recognize it as a problem?

Florence Shin 

Education has always been a challenge because many people don’t realize their frames are ill-fitting or uncomfortable. Our mission has been to get our glasses on as many people as possible. We’ve done in-person events, opened our own store, and offered home try-ons to help people experience how our glasses feel.

We were very intentional from the beginning about calling our fit “elevated fit” to avoid exclusivity. It’s inclusive and works for everyone, not just a specific group.

Nicole Tsong 

Do you feel that people respond positively to that? You don’t have to be Asian to have a lower bridge or higher cheekbones; it could be anyone, right?

Florence Shin 

Exactly!

Nicole Tsong 

This podcast is about self-worth. You mentioned feeling worthy and seen with the glasses. I’m curious how you and Athena have maintained your passion over nearly ten years. How do you keep saying, “This is important, and I want to keep doing this,” especially with sourcing products from around the world?

Florence Shin 

It’s really hard. There are times that are very difficult. As an entrepreneur, you have highs and lows. For me, having a good co-founder and support group is crucial. When things are going great, it’s easy to keep going, but you will have lows. Having a support group to talk through challenges and ideas helps guide your decisions, especially during tough times.

Nicole Tsong 

It must help to have someone who believes in the product deeply alongside you. Have you expanded what you offer over time? Did you start with a small number of glasses, and were sunglasses part of it?

Florence Shin 

We started with just three sunglasses. Now we’ve expanded that collection and offer optical glasses and prescription lenses with home try-ons. We’ve grown a lot over the years, thanks to our community. They tell us what they want. For example, we started selling optical glasses with clear non-prescription frames, but our customers kept sending us their prescriptions. We were initially unable to accommodate that, but we eventually figured it out.

Nicole Tsong 

So people were saying, “I need you to make my prescription glasses,” and you thought, “Okay, let’s work this out.”

How do you feel about being an Asian American founder? Are there particular challenges you face in that position?

Florence Shin 

In the optical industry, there aren’t many women. At trade shows, Athena and I are often the only two Asian women. People remember us because we stand out. When we started, it took time for manufacturers and vendors to take us seriously. I’m not sure if it was because we’re Asian American women or if we just had to prove ourselves, but it definitely took time.

Nicole Tsong 

Is that in terms of building relationships for producing your glasses or having your design ideas prioritized?

Florence Shin 

Yes, prioritizing our requests was a challenge. We were small fish, but we always wanted the same level of respect and authenticity with our vendors as we do with the creators we work with.

Nicole Tsong 

For those listening who are thinking about starting businesses, what would you say is the most rewarding part?

Florence Shin 

There’s a lot! The community is just so great. In the beginning, we didn’t know who our customers were or what they wanted. We didn’t fully understand the value of our mission and how our products could empower them. Over the years, that has become clearer, and it drives us. We’re grateful to be part of their lives in that way. Owning your own business gives you flexibility and control over your destiny. If you don’t do the work, nothing will happen.

Nicole Tsong 

That’s so true! I love that evolution. Initially, you were trying to fix the problem of glasses falling off your face, and over time, you recognized that people felt so different wearing your glasses. Is that when you started to discover this?

Florence Shin 

Yes! Hearing these stories and having physical interactions with customers as they try on our products has been vital for Athena and me. Their feedback drives our brand growth and the decisions we make about partners. We felt our frames became tools for empowerment. When people see themselves in our frames, they feel seen and more confident.

At our shop, we’ve focused on events centered on empowerment rather than being sales-driven. We do monthly nature walks, which is really cool. Our community keeps growing, and we meet once a month for morning meditation and group walks. It’s been powerful to hear the stories that come out of those events.

Nicole Tsong 

That sounds so sweet! I love that you do that. You’re in SoCal; I’d join if I could! Have you found that with the rise of Korean culture and other cultures becoming more popular in America, it has affected people’s interest in your products? I’m also curious about the fashion inspiration you might draw from Asia.

Florence Shin 

That’s a great question. I don’t know specifically. It’s great that everyone has become more open to different cultures, not just K-pop but other aspects as well. This openness is especially impactful for youth, as exposure at a young age leads to acceptance. In that sense, it has helped us, but I’m not sure how many of our customers are big K-pop fans.

Nicole Tsong 

I always laugh because I have a pair from you that I call my K-drama glasses; they feel very much like that! They’re the ones I get the most compliments on. Well, I’m curious too—where does your design inspiration come from? I’m sure it comes from many different places, but does Asia provide some of that as well?

Florence Shin 

Yes! My co-founder is actually the designer of all our sunglasses. However, I will say that almost all of our inspiration comes from our community. They are the ones telling us what they want to see. They’ll say things like, “Can you make this shape? I wish it were wider, or narrower, or in this color or pattern.” So we’re always trying to find ways to listen to them, whether it’s in-store, through messages, or even in the data we collect. It always comes back to our customers.

Nicole Tsong 

I like that your website features different face shapes, but I was unsure about my own face shape for the glasses. Was that something that came from customers asking for help in figuring out which shape would work for them?

Florence Shin 

Yes, absolutely! It’s always nice to have someone help you with that because it can be confusing. We have a virtual try-on feature that analyzes your face shape. After you use it, it will tell you what your face shape is, which I think is a great starting point. You can also send in a selfie to our team.

Nicole Tsong

You guys can help them.

Florence Shin

Yeah, we’ll do personalized consultations.

Nicole Tsong

I actually got to try on a bunch of glasses at their booth, which was really fun! I was with my friend, and we were checking out all the different shapes. I was laughing because she went back to buy optical glasses, and I ended up getting a second pair of sunglasses because we were both just so impressed with them. It was a great experience!

Now, before we dive into our rapid-fire questions, where do you see Kofi going at this point in terms of business and growth?

Florence Shin

Our goal has always been to make Covry a household name and the go-to place for all things eyewear. That’s the direction we’re aiming for.

Nicole Tsong

That’s awesome! I love it. Are you ready for some rapid-fire questions?

Florence Shin

I think so!

Nicole Tsong

They’re super easy! So, what is the last thing you watched on television?

Florence Shin

It’s a Korean show on Netflix about a hundred chefs competing against each other to see who’s the best. I can’t remember the name, but it was really entertaining!

Nicole Tsong

That sounds fun! I think I’ve heard of it. I love a good cooking show. What’s on your nightstand?

Florence Shin

I have a reading light and a little toy that glows at night.

Nicole Tsong

I love it! I have one more rapid-fire question that’s not on the list: How many pairs of glasses or sunglasses do you have?

Florence Shin

All of them!

Nicole Tsong

You have all of them? That’s amazing! I was thinking about how fun it is to switch up glasses for different outfits. I usually just had one pair of sunglasses, so I’m curious—how many do you really have?

Florence Shin

Owning my own eyewear is definitely an advantage!

Nicole Tsong

Exactly! So many options. Okay, next question: When was the last time you tried something new, and what was it?

Florence Shin

I took pottery wheel classes, which was really fun! It was challenging; my instructor made it look so easy. It can be frustrating at times, but it’s also therapeutic to work with your hands.

Nicole Tsong

That sounds cool! I’ve always wanted to try pottery, but I know it requires skill. Okay, last question: What are your top three most used emojis on your phone?

Florence Shin

Sunglasses, a blue heart, and let me check… Oh, the prayer hands emoji!

Nicole Tsong

Amazing! I love it. Now, what’s the best way for people to get their own pair of glasses or to find Covry optical frames?

Florence Shin

You can visit shopcovry.com or check us out on Instagram at Shop Covry for inspiration. You can also email us; we’d love to help you find your perfect frames!

Nicole Tsong

I have one more question—how did you come up with the name Covry?

Florence Shin

It took us a long time to find a name; it was one of the hardest parts of starting the business. We ultimately landed on “Cov” from the word “cove” because we love how peaceful and natural it feels. We wanted to create a unique name for trademark purposes, so we made it “Covry.”

Nicole Tsong

That’s such a sweet name! I love it. So, everyone, check out shopcovry.com for glasses. I often wear mine on Instagram too, and you can do the shake test to see how well they fit! Florence, thank you so much for joining us today. I really enjoyed our conversation, and I love what you’re doing—it’s truly inspiring.

Florence Shin

Thank you, Nicole! This was so fun. Thanks for having me.

Nicole Tsong

Thank you for tuning in to today’s episode! If you’re a high-achieving woman looking to uncover your biggest blind spots that prevent fast, intuitive decisions, I have a 72-second assessment for you. Just DM me “quiz” on Instagram at nicoletsong. We appreciate every note we receive about how the podcast impacts your life. Thank you for being here, and until next time, I’m Nicole Tsong, and this is the School of Self-Worth.