Coffeez for Closers with Joe Shalaby

Episode: S2 Ep. 7 | The Godfather of Luxury Eyewear: The Larry Sands Story
Release Date: March 7, 2025
Host/Author: E Mortgage Capital (Joseph Shalaby, Broker and CEO)

Introduction

In the seventh episode of the second season of Coffeez for Closers, host Joseph Shalaby welcomes Larry Sands, a pioneering figure in the luxury eyewear industry. At 86 years old, Sands continues to innovate and expand his empire, offering invaluable insights into entrepreneurship, creativity, and longevity in business. This episode delves deep into Larry’s journey from a rock star in the 60s and 70s to the inventor of the luxury eyewear market, providing listeners with enriching lessons on reinvention and staying ahead in any industry.

Early Life and Entrepreneurial Beginnings

Larry Sands’ entrepreneurial spirit manifested early in his life. Starting at the age of 12, he operated a shoeshine stand, later venturing into stamp collecting and repurposing stamps for resale. His first significant business endeavors included opening five optical boutiques in Missouri. However, driven by a passion for music, Larry shifted gears to form a local rock band in the early 60s, eventually sharing stages with legends like Led Zeppelin, The Byrds, and Sly and the Family Stone.

Reflecting on his early years, Larry states:

“What have you got for me? Since I've designed over a thousand pair of glasses for Elton John, I'm pretty good at looking at somebody's face and knowing what's going to look good.”
[01:19]

Transition from Music to Luxury Eyewear

In 1969, at the height of his musical career, Larry made a pivotal decision to transition back into the business world by opening what he believes to be the world’s first optical boutique in Aspen, Colorado. This move marked the beginning of a transformative journey that would revolutionize the eyewear industry.

Larry explains the impact of his first optical boutique:

“The Optical Shop of Aspen became the most duplicated store in the world. I would go into a foreign country and walk into an optical shop and thought I was in Aspen.”
[03:19]

Over time, he expanded this concept, opening 25 optical shops in Aspen, each mirroring the original’s success and style.

Building a Luxury Eyewear Empire

Larry Sands is best known for creating the luxury eyewear industry. His collaboration with Richard Stark led to the formation of Chrome Hearts, a brand synonymous with high-end, exclusive eyewear. Beyond Chrome Hearts, Larry has designed eyewear for iconic figures such as Elton John and Karl Lagerfeld, solidifying his reputation as a visionary in the field.

When discussing his partnership with Karl Lagerfeld, Larry shares:

“Karl Lagerfeld is like getting a phone call from God to help me read the Bible. ... He used Chrome Hearts and the ones he was wearing as an example of what Chanel needed.”
[07:24]

Larry emphasizes the significance of exclusivity and quality in his designs, often limiting production runs and incorporating luxurious materials like diamonds, mother of pearl, and 18-karat gold.

Overcoming Challenges and Innovating

Larry’s journey wasn’t without obstacles. His initial collection for Chrome Hearts faced significant rejection. Determined, he and Richard Stark innovated by using provocative names for their frames, such as “Fuck You,” to generate buzz and appeal to a broader market. This strategy eventually led to immense popularity and success.

Reflecting on these challenges, Larry remarks:

“There was a bottle there. And I said, Richard, I'm worn out. I'm just going to put Sky on this frame, which I did, and we released it. Hundreds of phone calls.”
[14:18]

This inventive approach not only salvaged the initial setbacks but also established a unique identity for his brand.

Staying Relevant and Creative at 86

Remarkably, at 86 years old, Larry Sands remains a driving force in luxury eyewear. His secret to longevity and sustained innovation lies in staying current with fashion trends. He consumes a staggering number of magazines monthly to keep abreast of global fashion movements, ensuring his designs remain fresh and desirable.

Larry explains his strategy:

“I read a hundred magazines every month. If you want to know what's going on in the fashion world all over, that's what's required.”
[10:51]

His commitment to continuous learning and adaptation has allowed him to maintain his creative edge and lead the industry with vigor.

Legacy and Impact on Luxury Eyewear

Larry Sands is often hailed as the godfather of luxury eyewear, a title he humbly attributes to being in the right place at the right time. According to him:

“World Press International said in 1999 that I created and developed the niche for luxury eyewear and it wouldn't exist without me at that moment.”
[12:27]

His pioneering efforts established standards in quality and exclusivity that have shaped the industry, allowing eyewear to evolve from a mere medical necessity to a coveted fashion accessory.

Personal Insights and Entrepreneurial Advice

Drawing from his extensive experience, Larry offers profound advice for aspiring entrepreneurs:

“Day one, have your exit plan figured out, or don't open your business until you have your exit plan done figured.”
[21:00]

This strategic mindset has been integral to his success, enabling him to navigate the complexities of growing and sustaining multiple businesses seamlessly.

Personal Anecdotes and Favorite Collaborations

Larry’s career is dotted with collaborations with some of the most iconic personalities in music and fashion. Designing eyewear for The Eagles and receiving requests from James Gandolfini for The Sopranos are among his proudest moments. His favorite collaboration remains with Karl Lagerfeld, whom he reveres as a godlike figure in the fashion world.

Sharing a memorable experience, Larry recounts:

“When the Eagles got back together, they called me and said... design cool eyeglasses for the band. That was an honor.”
[25:05]

Current Goals and Future Plans

Larry Sands is actively working on expanding his flagship store from Fashion Island to Lido Village in Newport Beach. He envisions Lido Village as the future hub of high-end retail, akin to the vibrant Village of New York in the 70s and 80s. With a 17-year lease, Larry is committed to establishing his presence in this burgeoning retail landscape.

“This is where the future of retail and high end is going to happen in Newport Beach... I have a 17-year lease.”
[31:05]

Personal Reflections and Philosophies

Beyond business, Larry shares personal stories that highlight his humility and reflective nature. A notable anecdote involves a dream where he and his friend Greg Laurie navigate the pearly gates, underscoring his enduring relationship with faith and friendship.

He muses:

“God has been a big part of my career, my life. Shamefully, I may have forgotten about God for a few years during rock and roll.”
[32:34]

Larry’s down-to-earth attitude and philosophical outlook provide listeners with a holistic view of his character beyond his professional achievements.

Conclusion

Larry Sands’ story is a testament to innovation, resilience, and passion. From revolutionizing the eyewear industry to maintaining relevance well into his late 80s, Larry embodies the spirit of an enduring entrepreneur. His insights into strategic planning, creativity, and staying informed offer invaluable lessons for professionals across all industries. Coffeez for Closers has delivered a compelling narrative, showcasing Larry’s remarkable journey and the profound impact he continues to have on the world of high fashion and luxury eyewear.

Notable Quotes with Timestamps:

• On Designing Eyewear:

  “Since I've designed over a thousand pair of glasses for Elton John, I'm pretty good at looking at somebody's face and knowing what's going to look good.”
  [01:19]

• On Creating the First Optical Boutique:

  “The Optical Shop of Aspen became the most duplicated store in the world. I would go into a foreign country and walk into an optical shop and thought I was in Aspen.”
  [03:19]

• On Collaborating with Karl Lagerfeld:

  “Karl Lagerfeld is like getting a phone call from God to help me read the Bible.”
  [07:24]

• On Overcoming Rejection:

  “There was a bottle there. And I said, Richard, I'm worn out. I'm just going to put Sky on this frame, which I did, and we released it. Hundreds of phone calls.”
  [14:18]

• On Staying Current in Fashion:

  “I read a hundred magazines every month. If you want to know what's going on in the fashion world all over, that's what's required.”
  [10:51]

• On Entrepreneurship Advice:

  “Day one, have your exit plan figured out, or don't open your business until you have your exit plan done figured.”
  [21:00]

• On Future Retail Plans:

  “This is where the future of retail and high end is going to happen in Newport Beach... I have a 17-year lease.”
  [31:05]

Larry Sands exemplifies the fusion of creativity and business acumen, making his story a rich source of inspiration for entrepreneurs and fashion enthusiasts alike. Through Coffeez for Closers, listeners gain not only a glimpse into the luxury eyewear industry’s evolution but also valuable lessons on sustaining success over decades.