20/20: Where did the concept for Valdo come from?
Laura Howard: The idea for Valdo came about from us as designers looking at our industry and noticing that shoppers are more educated and more conscious about what they are buying than ever before. Transparency in sourcing and production has become a huge issue for many people. We felt that a collection which was beautifully designed and expertly crafted exclusively in Italy was the answer to this ask.
What do you hope your customers gain from the new collection?
We are really excited for people to interact with these beautiful frames and hopefully they will gain a new, or renewed, appreciation for the artistry that goes into handcrafted Italian eyewear. The collection is also generously priced, and we’re hoping that this allows more people to experience the joy of wearing an Italian-made luxury accessory.
Can you describe how each Valdo frame is designed from start to finish?
Each Valdo frame starts with the wearer in mind. Be it a fit requirement, face shape or color palette, we start by sketching frames that will cover a variety of styling and fit needs. Our core wires and metal temples share a distinct molded design that is reminiscent of the mountainous area of Italy where the frames are made. This design detail is carried through many other parts of the frames from the rivet details to the cutaways on every temple tip. Having this common design thread in each frame has allowed us to make a cohesive collection and provides us with a language for expanding the range in the future.
