When people talk about “experience” in the eyewear industry, they often mean a decade or two. Our Founder, Jeremy Baines, brings more than five. His career spans opticianry, importing, European brand development, US market expansion, and global manufacturing – shaping some of the world’s most influential eyewear brands along the way. That rare, dual perspective sits at the core of SOLMAR’s unique value proposition.
From a Family Optician to International Optics
Jeremy’s journey began in his father’s practice, W.H. & A. Buck of Ealing Broadway (London W5). While training as an optician (but not wanting to become an optometrist!), he became fascinated by eyewear design at a time when frames were largely functional and often provided free through the publicly founded healthcare system in the UK, National Health Service (NHS).
Few remember that the NHS once offered a surprisingly broad frame selection, supplied by manufacturers such as Hadley and Vertex. They offered distinctive two-tone designs, which allowed patients to get free lenses while paying privately for the frame. These frames were supplied in an unbelievable range of eye and bridge combinations, perhaps as many as fifty different sizes for a single frame. An extraordinary level of choice by today’s standards.
Another standout was Birch-Stigmat, producing high-fashion acrylic supra frames that were rimless, whilst both the lenses and the frames were private. These influences shaped Jeremy’s early understanding of design, fit, and customer demand.
At W.H. & A. Buck, which served many legal professionals working in the City, Jeremy collaborated with frame maker Ritchie (via a laboratory – Classic) to design a proprietary rimless collection. Traditional yet distinctive, the range attracted new customers and set the stage for his future in brand-led eyewear.
He was also influenced by Anglo-American (still in business today) and it’s founder Mr. Jenkin, whose US-made frames helped the family practice grow through word-of-mouth alone.
A Defining Opportunity at 17
One intrigued client introduced Jeremy to her husband, Mr. Erwin Stern, leading to a role at Viennaline as his assistant – at just 17 years old. When the company evolved into Optyl, introducing a new material and licensing Christian Dior, Jeremy was tasked with launching the brand in the UK.
At a time when branded eyewear was far from desirable, Jeremy played a pivotal role in establishing Christian Dior Eyewear in the UK – a milestone that defined his future as a high-end brand builder.
European Expansion: Marketing, Distribution & Scale
Following Mr Stern’s sudden death, Jeremy ran the business for over a year before moving to Austria to lead European marketing for Christian Dior. Returning to the UK, he founded Select Eyewear with Francis Strauss of Highgate Optical, launching Menrad in the UK.
But when the frames proved ‘too’ fashion-forward and premium for the UK market, Jeremy added LOZZA – a more accessible Italian brand. The business flourished, leading Mario Lozza to invite Jeremy to Italy to manage LOZZA’s three companies across Austria, Germany, and Switzerland, while also overseeing sales across Northern Europe and North America.
This period gave Jeremy invaluable insight into European manufacturing, and what it takes to scale premium collections internationally.
Crossing the Atlantic: Shaping the US Market
In 1976, Jeremy became a partner in a new company, Optique du Monde (ODM) and moved to the US in 1978. There, he helped launch and grow some of the most iconic fashion eyewear brands of the era, including:
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Diane von Fürstenberg
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Polo Ralph Lauren
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Calvin Klein
His work cemented his reputation as both a brand builder and creative strategist, translating luxury identity into eyewear consumers truly wanted.
In 1980, Jeremy founded his own company, Oxford Optical, bridging European manufacturing expertise with the fast-growing demands of American brands. Working closely with Arnette, Oakley, Gargoyles, Electric, and VonZipper, he supplied millions of frames and supported the rapid expansion of action-sports and performance eyewear – in close partnership with Italian manufacturers.
Leading SOLMAR: A Flexible, Customer-First Model
In 2000, Jeremy returned to Europe and acquired SOLMAR Eyewear. While the company had a strong reputation, no single factory could meet the increasing volume, technical complexity, or creative ambition of its customers.
Jeremy reshaped SOLMAR into a flexible, multi-factory partner, selecting the right manufacturing base for each individual collection rather than relying on a single source.
This approach enables SOLMAR to:
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Design and develop complete eyewear collections
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Match each product to the most suitable factory
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Manage production across multiple trusted manufacturers
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Oversee logistics and quality control
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Ensure quality, efficiency, scalability, and commercial success
In 2010, Jeremy also launched TAVAT, further reinforcing his influence on modern eyewear design and innovation.
Today, he continues to work closely with SOLMAR as a consultant, guiding global strategy, design development, and international partnerships with the same passion that has defined his career.
Why This Dual Perspective Matters
Very few leaders (and even fewer companies) truly understand both sides of the eyewear industry:-
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The brand side, where identity, retail success, and consumer experience are critical
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The manufacturing side, where materials, engineering, and supply-chain precision determine success
This balance is the heart of SOLMAR’s USP.
We understand the creative needs of brands.
We understand the commercial pressures they face.
And we know how to turn ideas into products that sell, scale, and stand out.
Proven Results: What Our Partners Say
The SOLMAR Advantage
From a family optician in Ealing Broadway, to Europe’s manufacturing centres, to shaping the modern US eyewear market – Jeremy’s journey built the foundation of what SOLMAR is today.
For brands looking to enter or grow within the eyewear market, SOLMAR offers something rare:
a true 360° understanding of the industry.
If you’re looking to explore the opportunity of expanding into eyewear, please get in touch.
