Accounts of the Roman emperor Nero enjoying the spectacle of gladiator fights with emeralds held to his face and panes of smoky quartz used in China in the 12th century reveal a need to protect the eyes, but style is a fantastic plus in modern times.
Today, we present a red-hot new designer, Luca di Biasi.
LB. Your range of sunglasses is sexy and beautifully crafted. What is your background in eyewear design and manufacture?
LD. It has been a desire of mine to create from birth and fortunately, my desire has come to life. With a little dream, a lot of heart and much courage, the Universe has provided me with the tools to turn my ideas into my reality and has allowed my imagination to explode. My reasons for choosing eyewear designs have evolved over the years working in the industry. I love sunglasses! And I can say I have worn a pair of shades every day for the last ten years and have never left home without them.
Most of the time I spent in the industry has been in customer service and sales. Fitting frames on faces was a great way to learn the specifications and requirements to design eyewear, as I listened to what people liked and disliked about the sunglasses on the market. I took advantage of this research and experience to design Diluca sunglasses.
It’s funny how this journey began just by applying for a position at a very well known sunglass retailer. I never thought it would turn into this, but such is the beauty of life. It was not a simple process, but what in life is? I had zero knowledge of eyewear manufacturing so trial and error played a massive part in it all. Things have been up, down, sideways even in and out but the road ahead is just as I imagined it. Every success – be it large or small – is proof that you are capable of achieving more success.
LB. The fast rise and acknowledgement in the prestige of your items is remarkable. Is the marketing genius a part of your DNA as a designer, or is it something you hire others to do?
LD. It’s been a little bit of my own work and the collaboration of many people which has created the fast rise and dynamic marketing behind Diluca. I had minimal experience in marketing so this was and is still a challenge.
The eyewear market is swamped with an abundance of brands, which makes it difficult to be heard and very easy to get lost in it all. I’m a true believer many hands build big dreams and I have been fortunate enough to work with an abundance of creative people in Australia and abroad.
I must mention internet sites like MySpace, Facebook and various fashion blogs which have been great tools for Diluca’s brand awareness and exposure. It has connected me with people I never thought I would be in contact with. I use these platforms on a daily basis as an alternative to advertising in magazines, which can be extremely expensive for trial-and-error research. Patience, persistence and excellent product earn respect.
LB. Tell us a bit about your ancestry and whether it has been influential in your personal ambition and style.
LD. I come from a family of Italian descent but I was born and raised in Melbourne, Australia. Imagine a home filled with the most delectable food, a warm and supportive family and a culture that will live on through me.
My father is a carpenter and mother a homemaker. Both have been my greatest role models. They work with their hands but in effective ways, which create amazing work. I can say I get my strength, integrity and ambition from my father and my creative and spiritual side from my mother. She is a goddess in the kitchen. A combination of the perfect ingredients.
Diluca is heavily influenced by my heritage, which I’m very proud of. Three rules that were passed down to me were: keep it clean, always look presentable and search deep within to find your own style.
LB. Most people find working for other companies a true chore. Did that give you a final push to start on your own?
LD. Who doesn’t find working for other companies a chore? I wouldn’t say it gave me the final push but I can say it showed me I’m in love with what I do. The last decade working for companies both large and independently owned was a blast; I had experiences money can’t buy. The people I have met and the friendships I have gained are irreplaceable, but life is all about change and growth.
I had a dream, strong enough to take a chance and blessed to be surrounded by supportive friends and people. In the beginning, my vision was a little unclear. I was sure of what I wanted but unsure of how to go about it. I spent endless days and nights on research, using every platform technology has to offer. I had a vision and my mission was to achieve it. When you put something out there, there is always someone listening. We are so lucky to have the world at our fingertips, right from the comfort of our homes. If it wasn’t for tools like the Internet and email communication could have been more difficult.
LB. What were the first challenges to set up your brand?
LD. Challenges were endless. We can choose to see them as walls or as hurdles. I choose to see everything as a hurdle, because anything can be achieved. My first major challenge was funding. I gave myself one option only, which was to self-fund my own project. It is difficult to predict how things will unfold in the beginning, especially when launching a fashion brand. So many sacrifices where made and life adjustments had to be put in order but it has definitely paid off.
The list goes on but it’s all about finding your way, staying strong and asking for it. I think many people find it difficult to overcome obstacles because they listen to and live by their fears. “There are no limitations to the mind except those we acknowledge.”
LB. In what surroundings and at what times during the day do you find yourself focusing more on your designs?
LD. It happens at absolutely random moments. Ideas come to mind and creation must begin. The summer time brings the greatest inspiration: It fills Melbourne’s streets with so many diverse styles of sunglasses and I can find myself sometime sitting at a cafe for hours and starting into a sea of people. Eyewear is a very potent accessory. Frames are sculptural objects and convey a tremendous mood and attitude. I think eyewear is one of the only accessories men and women can wear comfortably and can be used to change their image and style instantly. It’s like a piece of jewellery for your face.
A tip for both men and women: Sunglasses are the ultimate secret to eliminating those crow’s feet around the eyes.
LB. Are you selling the sunglasses directly to the consumers or through retailers?
LD. The sunglasses market has exploded over the last five years. Having such a strong background in sales I know how difficult it can be to decide on what to buy and what is right for you. There are so many ways to sell products. The trick is to find what works best for you label.
Diluca is available in store and on-line. The world has become a busy place twenty-four hours a day, which can limit our time to do so many simple things. Making your product accessible is the key. Give your customer the freedom to shop at their convenience. My preference when buying anything is in-store. There is nothing better than walking into a fashion boutique, trying on and feeling the product. Touch and feel play a massive part in sales and it allows the customer to be completely aware about what they are buying and what they are getting for their money. Quality is everything.
LB. What are you working on now?
LD. The new collection is currently in production and will be available later this year. I am very excited to present something new to the public. The second collection allows more freedom of design and creation. Releasing something new can be daunting at times, exposing your work and allowing people to see a part of your self made world, but I am fully confident that everything will fall into place and the public is going to love it.
Most of the influence behind the second collection comes from music and mid to late 70’s films with a touch of classic Roman mythology. Think A.D. meets 54.
LB. Have you ever had a pet koala?
LD. No, I have never had a pet Koala, but I can say I wake up most mornings with Kangaroo hopping around so gracefully. I live 20 minutes outside the city, and where there is bush there is wildlife.
Be warned! Koalas, like Kangaroos’ adorableness are best admired from a distance, as they can be quite vicious when not under supervision like at a wildlife park or zoo. Koalas have claws of steel and the kangaroo has the strength of a superman but both are beautiful and great icons of Australia.
LB. Thank you Luca.
LD. Thank you and The Pandorian for the daily inspiration and the opportunity to allow people to know my work and me. My best wishes for a fantastic year 2010 to all.
Sunglasses: Diluca Eyewear Text: © Lucius Bod, 2010 Image: © Michael Ching
Tagged: designer, Diluca, Eyewear, Luca di Biasi, Lucius Bod, sunglasses
