An International Rockstar Warrior: Crossing Borders to Share Independent Eyewear
Wednesday, October 15 2025 | 14 h 08 min | News
By Suzanne Sendel
In spotlighting those who go the extra mile, we turn to Jessica Fraser—an inspiring figure whose journey crisscrosses Canada and the USA as she champions top independent eyewear brands.
With three decades of experience and unmatched dedication, Jessica has earned her stripes as an international Rockstar Road Warrior.
Jessica works approximately 200–220 days annually with Bevel and Blake Kuwahara, covering Alberta, Saskatchewan, Manitoba, and Ontario in Canada, as well as Illinois, Michigan, Wisconsin, Indiana, Ohio, Washington D.C., Virginia, and Maryland in the U.S. With so many new independent shops opening, she could practically camp out in Ontario. Jessica absolutely loves Canada and enjoys her amazing customer base.
A Career That Started with Curiosity
Jessica’s career began in Long Beach, California, working as a secretary and receptionist, filing insurance claims for an optical boutique. As a natural progression, she began fitting patients with frames and discovered her passion for enhancing lives through eyewear styling.
Two years later, she was offered a job with the Optical Shop of Aspen, owned by Larry Sands. With 28 U.S. retail stores and a wholesale division distributing brands like Chrome Hearts and Matsuda, it was a perfect fit. Jessica started in sales and moved up the ranks to manage several of the retail locations over her nine years of dedication.
She worked in both the retail and wholesale sectors and, while in Santa Monica, became a certified optician. At one point, Larry asked her to live in his Aspen condo for a year to manage a bustling boutique that catered to celebrities and VIPs.
Highly motivated and passionate, she eventually returned to Newport Beach and later moved to Santa Fe to take on a management role. Her favourite styling sessions to date? Harrison Ford and Nicolas Cage.
In just two years, she helped grow a Santa Fe store’s revenue from $500,000 to $2 million. She was then transferred to La Jolla to open a new boutique with the promise of becoming Assistant Manager of Marketing, Sales, and Promotion. But after the company was sold to Oakley, then Luxottica, that promotion never came. Her commute became exhausting—two hours each way. While the celebrity market was exciting, the shift in company culture led Jessica to become a sales rep for Robert Marc and Lunor.
Defying Doubt and Embracing the Rep Life
Early on, Jessica considered switching from retail to wholesale, but a manager discouraged her, claiming women were a liability due to potential pregnancies—and that the sample bags would be too heavy. Ironically, that comment came from a female manager. Years later, after witnessing broken promises and company transitions, Jessica embraced the rep lifestyle with her trademark passion for fashion, style, and luxury.
She took her first rep role as the recession began—and still thrived. Later, she was approached by Ramassia, distributor for Theo, covering the West Coast of the U.S., including Texas up to Wyoming, and much of Western Canada. After nine successful years, she returned to Michigan to be with her father during a period of declining health.
Jessica then met Richard Mewha and Claudio Arena from Bevel and Blake Kuwahara and accepted a new role, covering the U.S. East Coast and Ontario, Quebec, and Nova Scotia. Her territory has evolved during her seven-year tenure, but her influence has only grown stronger.
A Life Beyond Borders
Over the course of her 30-year career, Jessica has encountered both triumph and challenge. One of the most disheartening discoveries? Learning she was being paid less than her male counterparts. Frequent border crossings also exposed her to racial profiling, and the wait times—paired with complicated customs paperwork—could range from 15 minutes to more than two hours.
Healthcare has been another hurdle. In the U.S., independent reps pay for their own insurance—around $700 USD a month for limited coverage. Jessica finds this unfair, especially given the toll that frequent travel takes on the body. Managing multiple territories without universal or employer-based healthcare adds yet another layer of complexity to her role.
Despite all this, Jessica is highly respected and continues to support the luxury eyewear market with grace and grit. Her warm personality, deep industry knowledge, and unwavering dedication have made her a beloved figure in the field.
Outside of work, Jessica has a deep love for art—she studied art history in college—and enjoys reading, writing, and sports, especially hockey. A die-hard Detroit Red Wings fan, she also roots for Canadian teams and is currently following the Winnipeg Jets.
Jessica’s story is one of perseverance, resilience, and passion—a shining example of what it means to carve your own path in the world of independent eyewear.
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