Optician About Town

When Work Feels More Like Play…

Not all eyewear events are created equal. Some are massive industry powerhouses (looking at you, MIDO and Silmo), while others, like The EyeBall Palm Springs, redefine what an independent optical show can be. The EyeBall wasn’t just another trade event, it was a curated, intimate experience that blended business, camaraderie, and a healthy dose of Palm Springs sunshine.

Set against the effortlessly cool backdrop of the ACE Hotel, from the minute you arrive the venue immediately sets the tone for something different, something new, something exciting. 

Bigger isn’t always better. What The EyeBall did so well was stripped away the excess, and focus on what really matters, the frames. You won’t find fancy booths here that act as an obstacle, no gatekeeping, no overscheduling, no appointment necessary (although I could see that being a recommendation in the future if there is a brand you specifically have your eye on). So what you will find is the collection on full display, with a vendor ready to tell you about it. Tray, upon tray of frames, all within reach.

Unlike the big, sprawling trade shows where you fight for time with vendors, here, you could actually engage, try on frames without being rushed, and discuss the artistry and identity behind each collection. It felt personal, relaxed and like I didn’t always need to be looking at the clock. 

Of course, the location didn’t hurt. Palm Springs, with its mid-century aesthetic, palm trees, and endless sunshine, was the perfect setting for a show like this. The ACE Hotel with its retro-cool vibe and laid-back energy, created a space that felt more like an industry retreat than a trade show. This year the show was twice the size of last year, with a communal space of vendors to wander and private suits, each occupied by a different brand. These suits are different from the ones I’ve experienced in the past at other trade shows. At ground level each is set up with an outdoor patio, open and inviting, so you can settle into the spacious booth, have a beverage and peruse the frames at your own speed. It was a place where work and play weren’t just balanced, they were intertwined.

One of a kind eyewear styles from SNEKE Vision and Fellow earthlings and a summer style preview from Article One

One minute, you’re deep in discussion about the latest eyewear innovations; the next, you’re lunching poolside, cocktail in hand, debriefing with the best friends who just happen to be your industry peers. That’s the magic of The EyeBall and something that founder Brett Cates identified as missing in our industry.  People are getting bored of the same old same with eyewear shows. The business of buying doesn’t have to be stiff, and impersonal and networking doesn’t have to be transactional.

I fell absolutely head over heels for this collection.
L’ÉCURIE Paris. Breathtaking shapes, exquisite craftsmanship, my favorite find at the show.

What made this trip even more special? Obviously the ladies that I shared it with and that this year it also fell on my birthday! Some of my closest friends also live and breathe this industry. They get it! It’s why we obsess over craftsmanship, swoon perfect acetate polish, and squeal with delight when we find eyewear shapes we haven’t seen before. I care so deeply about independent brands, it’s what makes my business unique and different and sharing the passion with my besties makes it even better. 

We talked shop over brunch, strategized what collections to buy between vintage shopping stops, and ended the evenings chatting fireside with friends from across the industry. The energy was uplifting, being surrounded by people who inspire you, push you, and share a passion for the industry 

And really, isn’t that what makes this industry so unique? Independent eyewear is all about community, passion and the people who make this industry so damn good.

The EyeBall proved that the future of optical events doesn’t have to follow the old rules. It’s about bringing the right people together in the right setting. Skipping the massive convention centers, overwhelming crowds and a jam packed schedule. The Eyeball strips it down to the fundamentals of great eyewear, quality conversations, and a fantastic experience. 

If you missed it this year, don’t make that mistake again. 2027 dates will be announced soon, so you can mark your calendar for next year and experience The Eyeball Palm Springs!