Valley Eyewear is the latest addition to the bustling James Street of Burleigh Heads, with the opening of the brand’s first store earlier this year.

“It’s the full experience,” describes Valley Eyewear co-founder and designer, Michael Crawley. “We’ve been able to bring the whole brand to life in the store.”

Michael dreamed up Valley Eyewear 12 years ago with his wife Tenielle and friend Matt Grippo at the kitchen table. As Gold Coast locals, the trio has injected the essence of the coast into every aspect of the brand. Even the brand’s name is a nod to Matt’s hometown Currumbin Valley.

Since its first collection, the brand has always been dedicated to changing the eyewear industry by embracing the worlds of music and fashion.

“We wanted to make an affordable collection of handcrafted eyewear that was unique and different to anything else that was on the market,” shares Michael.

Valley Eyewear’s founders at the opening of first boutique this year.

“The whole basis behind the brand, the ethos, is always about music and fashion. We’re a very fashion-forward brand.”

Now available in more than 22 countries with a loyal local and international community, this Gold Coast-born brand is one of the region’s favourite local success stories.

“We’re really proud of how well received the brand has been. The Gold Coast community has been behind us since we started,” reflects Michael.

“The people around here on the coast always tell us that they’re stoked that we’re from here and we’re part of the local community.”

“It’s the best place to live,” laughs Michael. “You can drive 20 minutes and be swimming under a waterfall or drive five minutes and you’re at the beach. It’s just one of the most amazing places to live, lifestyle wise, in the world.”

Born and bred on the Gold Coast, most of the brand’s touch-points, from its campaign films to its in-store music, are a testament to the local talent of the region. 

“We’ve always wanted Valley to be known as an artistic brand …  and there’s so many talented people here on the coast.”

The Valley Eyewear team consists of its Currumbin headquarters and retail team along with a network of local creatives as well.

“Everything is designed here. Even all the photography, I shoot myself.”

“We actually work with a local guy, Brock Rivers who writes and custom makes all our music for all of our tracks. We use all local video guys as well.”

“It’s a really fun process building campaigns. It’s awesome … we’ve got the best of everything up here,” he says.

Still from Valley Eyewear’s MMXXIV collection.

Long term, Valley Eyewear is looking at other locations across the country and overseas as well, off the back of the success of New York pop ups and trade shows.

Beyond expansion, Michael and his team are excited for the true power of its local community to come alive once it hits Burleigh’s busy season.

“We opened in the middle of winter,” explains Michael. “But we’ve had crazy sales … so we’re really excited for this coming summer.”

“It’s going to be amazing.”