By Suzanne Sendel
I recently had the pleasure of sitting down with Sarah Braida in Montreal. Securing time
with her felt like a small victory in itself; she is perpetually in motion, moving between cities,
ideas, and opportunities. That rare pause only deepened my admiration for the clarity,
courage, and instinct that have guided her professional journey for more than two decades.
A true road warrior with an unmistakable sense of style, Sarah travels tirelessly across Canada and abroad, navigating meetings, design development, trade fairs, and an ever-evolving calendar of industry events. Through it all, she remains anchored by vision, discipline, and remarkable tenacity.
Her radiant smile is ever-present, her energy magnetic. She speaks with joy and conviction, and behind her eyes lives just enough mystery to leave you wanting to know more. Sarah has a rare ability to captivate a room while intuitively sensing what lies ahead.
Always in creation mode, she has an innate understanding of trends, timing, and transformation. Curveballs are met with composure, challenges with confidence. At the heart of everything she does lies one unwavering priority: exceptional care for her clients. Whether on the road with her representatives, supporting trunk shows, or launching new collections, Sarah leads with presence and purpose. She spends close to 90 days a year traveling, while proudly calling Montreal home.
Alongside her demanding travel schedule and leadership role, Sarah is a single mother raising three beautiful children, embodying a modern femininity defined by resilience, grace, and the ability to hold many roles with confidence and purpose.
Fashion and sales are woven into her DNA. She spent several years running retail clothing stores, cultivating a deep appreciation for style, human connection, and the rhythm of commerce. At a pivotal moment in her life, she chose to step away from retail, guided by intuition and the quiet certainty that a new chapter was waiting to unfold.
Her introduction to the optical world came through curiosity and invitation. Attending SILMO for the first time proved transformative. Immersed in creativity, craftsmanship, and bold design, Sarah explored each floor with intention, drawn to the stories behind the collections and the people who brought them to life. She asked thoughtful questions, forged genuine connections, and left her contact details, unaware that this instinctive gesture was quietly laying the foundation for her future.
What followed was not coincidence, but momentum built on passion, presence, and an unmistakable ability to recognize opportunity when it appears.
Upon her return to Montreal, Sarah was presented with an opportunity with Wescan Optical – Western Division, where she began representing several established collections. Over the next three years, she gained a strong command of the optical landscape, sharpening her understanding of sales, distribution, and brand positioning. That foundation proved pivotal and prepared her for a broader, more independent vision.
While attending a New York trade show shortly thereafter, Sarah found herself drawn instinctively to the world of independent designers. It was there that she encountered the bold creativity of J.F. REY. The colour, the energy, the audacity of the designs – it was an immediate connection. Conversations followed, then deeper exchanges.
Soon after, Sarah and Jean-François Rey met in Montreal. Over a glass of wine at Pizzadelic on St-Laurent Street, they exchanged ideas, vision, and perspective. It was a simple moment, rich in authenticity; one that marked the beginning of a lasting professional collaboration.
Today, Sarah serves as the exclusive agent for J.F. REY and Cazal across Canada. She has traveled the country coast to coast, often with seven sample bags in tow, and last year alone logged 59 flight segments with Air Canada: hence her signature preference for stylish flat shoes. From Vancouver to Paris, and across the United States, she collaborates on collection development, supports her clients, and stays attuned to emerging trends.
Her greatest passion remains unchanged: taking care of her customers and simply being there.
Like many driven leaders, Sarah acknowledges that balance is a continual work in progress. Her most recent resolution is to carve out more time for self-care; a commitment she honored with a restorative December by the sea, surrounded by her cherished and supportive family.
Sarah works with intensity and heart. She inspires others to trust both instinct and intellect, and she reminds us that believing in oneself is not optional, it is essential. That belief is what defines individuality and sets true visionaries apart.
About the Author:
Suzanne Sendel
Suzanne Sendel is an optical distributor who left the world of interior design and architectural sales management by falling in love with a pair of hand painted glasses, 11 years ago. Through her travels, Suzanne has inspired many with her independent collections, and her passion for optical fashion, and in sharing her stories and the many sales teams of “Road Warriors”, who have inspired the optical industry. Through her lens, Suzanne will share their journey and what has made them an integral part of the success of our industry. Reach her at suzannesendel@gmail.com.
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