About Us

Who we are

Who we are

"Helping people see and be healthy, regardless of their budget."

Inspired by a better vision of the optical industry, three Australians, Doron Kalinko, David Menning
and Tony Zhuang came together to create SmartBuyGlasses in 2006.

"Helping people see and be healthy, regardless of their budget."

Inspired by a better vision of the optical industry, three Australians, Doron Kalinko, David Menning, and Tony Zhuang came together to create SmartBuyGlasses in 2006.

From the beginning, we set out to disrupt the eyewear buying experience.

You know how it was back then. Choosing from a limited range of uninspiring frames on the optician’s wall, and then having to pay for the only type of lenses available.

Then only finding out the full price when your wallet was already open.

From the beginning, we set out to disrupt the eyewear buying experience.

You know how it was back then. Choosing from a limited range of uninspiring frames on the optician’s wall, and then having to pay for the only type of lenses available.

Then only finding out the full price when your wallet was already open.

The digital revolution changed things. 

It allowed us to provide people with more choice, and to make vision care affordable and easily accessible to all.

For over 15 years now, we’ve been doing just that – offering unbeatable range, world-class service and optical expertise to happy customers worldwide.

The digital revolution changed things. It allowed us to provide people with more choice, and to make vision care affordable and easily accessible to all.

For over 15 years now, we’ve been doing just that – offering unbeatable range, world-class service,
and optical expertise to
happy customers worldwide.

Our vision is clear, and we want yours to be too.

Our vision is clear, and we want yours to be too.

Our leadership team

 We are proud to have a highly skilled and passionate international team, with our operations and leaders based all over the world.

Our cultural diversity helps us view the world from different perspectives.

Together, we channel our passion for helping people into creating the best experience possible for our customers.

Our leadership team

We are proud to have a highly skilled and passionate international team,
with our operations and leaders based all over the world.

Our cultural diversity helps us view the world from different perspectives. Together, we channel our
passion for helping people into creating the best experience possible for our customers.

Daniel Rossetto

COO

Brazil

Gaetan Girin

Head of Digital

France

Nicolas Blais

Head of Performance Marketing

Canada

Federico Vanni

Head of Organic Marketing​

Italy

Wendy Wen

Finance Manager

China

Julia Ritchie

Head of Prescription

United Kingdom

Taisia Ivagina

Merchandising Team Leader

Russia

Luisa Delgado

Operations Project Manager

Colombia

Rafael Vasquez

Customer Service Senior Team Leader

Spain

Elif Nisa Sencan

Customer Service Senior Team Leader

Turkey

Crystal Liu

Supply Chain Supervisor

China

Lok Chau

Logistics Manager

Hong Kong

Our values

Since the beginning, everything we’ve done has been driven by our core values.
We wouldn’t be where we are today without them and they’ll
continue to lead us into the future.

Our values remind us to always be:

Our values

Since the beginning, everything we’ve done has been driven by our core values.

We wouldn’t be where we are today without them and they’ll continue to lead us into the future.

Our values remind us to always be:

Optical expertise

For us, eyecare extends far beyond selling stylish frames and prescribing a range of lenses.
That’s why we’ve got our own in-house opticians to help you every step of the way.

Their in-depth knowledge and experience are invaluable when it comes to
answering your questions and giving you personalised advice.

Optical expertise

For us, eyecare extends far beyond selling stylish frames and prescribing a range of lenses.

That’s why we’ve got our own
in-house opticians to help you
every step of the way.

Their in-depth knowledge and experience are invaluable when it comes to answering your questions and giving you personalised advice.

Giving back

Caring for people and our planet is one of our guiding principles. Through our charitable initiatives, we donate to some of the world’s most disadvantaged communities.

We’re also working hard to become more sustainable in our practices and products. For us this is the only way forward.

Giving back

Caring for people and our planet is one of our guiding principles.

Through our charitable initiatives, we donate to some of the world’s most disadvantaged communities.

We are also working hard to become more sustainable in our practices and products. For us this is the
only way forward.

Our eyes are open

We’re always on the lookout for entrepreneurial, curious, and passionate people who would like to join us on our journey to make the world better.

If you’d like to be a part of our mission, check out our open positions!

Explore the opportunities

Our eyes are open

We’re always on the lookout for entrepreneurial, curious, and passionate people who would like to join us on our journey to make the world better.

If you’d like to be a part of our mission, check out our open positions!

Explore the opportunities