In an increasingly saturated eyewear market, how does one brand stand out to potential customers? I spoke with the founder of a brand that is doing just that.

About the founder

Amanda Cheng is not just the founder of ARCUS; she is behind the creative designs, production, marketing, and more. Born in Malaysia, raised in its capital, and currently living in Paris, Amanda embodies creativity in every sense. With a history of teaching art, a love for drawing, a degree in fashion design, and experience in illustration and digital marketing, it’s no surprise that she runs all aspects of a brand that goes against the grain.

Offering frames adorned with a combination of piercings and chains, ARCUS is the first of its kind, challenging traditional eyewear norms. Amanda reveals that the idea was born from a dream she had during a visit to London. In this dream, she was too scared to go through with an eyebrow piercing, so she told her friend she would pierce her sunglasses instead. She woke up and did it.

The optometrist in me was particularly interested in the inspiration behind the name of the brand. Amanda explains that ARCUS stems from a combination of looking at the face piercing chart and a bit of Latin. As an astrology enthusiast, she also reveals that the frames are named after stars.

A commitment to sustainability

In a world where fast fashion is getting faster and craftsmanship seems to take a back seat, ARCUS is a reminder that there are still companies committed to sustainability, slow fashion, and making things that last. Amanda emphasises, 'I feel like I want people to wait for things… cherish the wait. I think it makes you appreciate things more.' This philosophy is evident in the production process, where each piece can take up to forty minutes to complete, and orders take 15 to 20 days to arrive.

Building a viable business

What started as a hobby has blossomed into a viable business for Amanda, with ARCUS celebrating its first anniversary this August. She reminisces about the three sales she made on launch day and recalls investing that money back into marketing. Comparing her brand to a baby, she notes, 'I really treated [ARCUS] like a child. Like, um, right now I feel like it's still crawling… like it’s going to fall once in a while before it starts to walk correctly.' The growth of the brand is evident; at the time of this interview, ARCUS had already been highlighted in an Elle Singapore article. She admits that the introvert in her felt a little cringe as she smiles.

Fast fashion and copycats

When asked if she’s concerned about the growing trend of large companies stealing and replicating designs from small, independent businesses, Amanda appears a little dejected. 'I've had a lot of people telling me to get a patent and things like that,' she says. However, she tells me she can’t dwell on it for too long. As someone who thrives on creativity and loves the process, Amanda is reluctant to give up this side of the business in order to scale. When asked about her plans for the future, she shares dreams of opening shops in Paris, London, and Berlin. She describes her vision of continuing to build an atelier-based, rustic, statement brand that transcends trends.

I asked Amanda what differentiates ARCUS from all the other eyewear brands out there. After a moment, she replies, 'Nike sells motivation… Apple sells innovation. I think ARCUS sells individuality—people who want to stand out.'

ARCUS is a brand moving with intention, committed to sustainability and reintroducing the idea of cherishing purchases for use beyond a trend cycle (think collector's item). With a range of limited-edition styles, there is something for every eyewear lover. Shop here.