Co-founder of VALLEY Eyewear.
Co-founder of VALLEY Eyewear.
Meet Tenielle Crawley, a Gold Coast local who embodies the sunny spirit and dynamic lifestyle of our beloved coastal haven. Tenielle is the co-founder of VALLEY Eyewear, an iconic local brand redefining fashion-forward, high-quality, and affordable eyewear. From its humble beginnings, sparked by a redundancy and a shared love for sunglasses, VALLEY Eyewear has grown into a symbol of craftsmanship and unique design. We chatted with Tenielle about what makes the Gold Coast so special and how Valley Eyewear is shaping the local and international scene.
How long have you been a Gold Coast local?
I moved to the Gold Coast when I was 8 years old, so I have lived most of my life here now over the last 36 years. My parents decided to pack up my older sister, brother and me and leave the hustle and bustle of Sydney behind. It was the summer of 1988/early 1989. They felt that looking forward the Gold Coast would offer a great lifestyle and great opportunities for us kids. I still thank them to this day that they took the plunge. We actually moved up here with my Mum and Dad’s best friends and their kids, so it made the transition a little easier when starting a new school and looking for new friends.
What do you love the most about the Gold Coast?
There are so many things I love about the Gold Coast. However, it would have to be the lifestyle you get to live and enjoy each day that I love most. Waking up each and every day and having our beautiful beaches, creeks, cafes, restaurants, and nature (Currumbin Rock Pools) at our fingertips. It makes your day to day routines seem like sometimes you’re not stuck on the mouse’s wheel of just work and being stuck in traffic. We are so lucky that we can have a beach swim and or a walk and grab a coffee before dropping the kids at school and going to work.
Tell us a little bit about yourself.
Michael and I have been married for 20 years now (together for 28 years). We have 2 beautiful children, Dash 13 and Seylah 10. We are high school sweethearts and met in Year 11 at PBC. I am the Global Sales Manager for VALLEY and Michael is our Eyewear designer and creative director who does all of our marketing campaigns. We have just finished building our dream home in Palm Beach where we have resided since we bought our first place at 22 years old.
How did VALLEY Eyewear come about?
Michael was made redundant while I was 6 months into my maternity leave with Dash. Both of us have always been huge lovers of sunglasses. We were frustrated with the lack of fashion forward, high quality, affordable eyewear when we were looking to buy new sunglasses for ourselves. Michael had learnt to design eyewear in France and when he was made redundant we used his redundancy money to start the brand. Our long time friend Matt Grippo joined in with us and VALLEY was born!
What sets VALLEY Eyewear apart from other eyewear brands?
Our designs since day one have been distinct and unique and we have stayed true to our core values and design atheistic. Our quality and craftmanship is to be admired, and each of our products both Sunlens and Optical are handcrafted with some of the finest and highest quality of materials.
What has been the biggest opportunity and/or challenge so far?
There have been many in regards to both opportunity and challenges. For challenges I would have to say managing the growth, and knowing when the time is right for expanding and or hiring new staff, buying more inventory to fulfill the growth and cashflow. Opportunity would be the expansion internationally that VALLEY has experienced and continues to experience. The brand still has SO much more opportunity. It’s funny as to be honest I feel these 2 things go hand in hand. You don’t experience opportunities without challenges, and with challenges comes new opportunities.
What is the best piece of business advice that you have ever been given?
If you are going to create a product be unique. Most people who start a business often quit in the first 2 years, just believe in yourself and never give up. Most importantly you need to love what you do.
What does the future have in store for Valley Eyewear?
We have just opened our first flagship store in James St, Burleigh Heads. We have always wanted to open a store to give people a luxury feel and personal touch, not only to buying eyewear but one on one treatment which you never find.
Our Optician is amazing. The experience you get is second to none and we pride ourselves on that. We would love to roll this retail footprint out globally and change the way of eye testing and selecting your frames. More importantly making it a special time and experience that ensures you get the VALLEY brand feel and touch.
As we move forward we want to keep creating incredible eyewear and also telling stories and creating amazing campaigns, which is so so important to us. Our brand is based on the three key elements of “art, music and fashion” and those key elements are what motivates and inspires us every day.
We want that evolution to keep happening and to keep making art and continue our craft. When someone wears a pair of our VALLEY frames they know what we represent. They know they’re wearing a handmade piece of luxury eyewear designed by a guy in Queensland, Australia using the finest material he could possibly find for you to wear on your face. How special is that?
What are your Gold Coast Favourites:
Café: Tarte Bakery in Burleigh or Custard Canteen in Palm Beach.
Restaurant: Itoshin Japanese at Mermaid, or the Miami Fish Market.
Bar: To be honest we don’t really go to bars, we just usually frequent restaurants and surf clubs to have a drink on the beach with our friends. We do have an awesome bar at home that is hard to leave if we are going to have a drink. It is a whisky bar and we have vodka soda on tap @oursabbathhome
Beach: Again there are so many, but I would have to say that Currumbin Alley is my favourite. The wide open bay feel that it offers, and the way the water runs into Currumbin Creek is so just beautiful. You can enjoy the waves if you want to or you can choose to swim within the shore where it is nice and calm. Driving around the bend and coming down the hill and looking into the Alley on your left hand side on a beautiful day reminds me of Hawaii – the water is so crystal clear. A slose second would be Talle Creek. We are very spoilt for choice that is for sure.
How do you choose to spend your days off?
We are at the beach having a swim and or laying by our pool. We love the Currumbin Farmers Market on a Saturday morning where we grab a coffee and breakfast and our fresh produce for the week ahead. We are often riding our bikes together and catching up with our friends, and or family. We love a nice afternoon catch-up with some great food and wine.