Meet the brothers behind O+, a family-owned eyewear brand from Singapore

Growing up, Silas and Shamus Hwang would listen to their parents talk about the highs and lows of running a company. It was only natural then that the brothers took interest in the family business.  

Their father, David Hwang, had started his own optical store in 1985 called Eden Optics. “It was a typical optical shop with multiple labels,” explained Silas, 36. At one point, Hwang had expanded into four stores but eventually closed three. Located at International Plaza, it was renamed Eden Eyeland. He ran the business together with his wife.

In 2000, Hwang went into designing and manufacturing of frames. “He designed glasses and manufactured them for brands overseas, mainly in Europe and the US,” Silas shared.

Amid business difficulties, Hwang closed down Eden Eyeland in 2014. By then, Silas had joined the company and together, father and son decided to revamp the retail side of the business into a single label eyewear brand, where they would manufacture their own designs.

“We wanted to rebrand our shop into a new concept that has never been done before in Singapore,” said Silas. Prior to overseas brands entering the market, “we were probably the only single label optical store in Singapore for the longest time”, added Silas.

Later on, Shamus, 33, joined the business and is now its head of design. Silas, meanwhile, manages the business with his father and oversees branding and marketing.

The trio named the company O+, after the blood type shared by all family members, including, coincidentally, the brothers’ wives. “At O+, we prioritise both eyewear and eye care, and the plus sign, commonly seen in medical contexts, highlights our commitment to the latter,” explained Silas.

THE O+ EDGE

Speaking with the two brothers, it is evident that O+ is a representation of the Hwang family’s passion. “We design and manufacture in-house at our own facilities. That’s one unique thing about us,” said Silas. O+ frames are designed in Singapore and manufactured at the company's facilities in China. 

“Before Gentle Monster came to Singapore, this was the only store where you could walk in and not feel like it’s you’re in a conventional optical store,” added Shamus.

There are currently three O+ boutiques in Singapore, located at OUE Downtown Gallery, Mandarin Gallery and The Star Vista. At the Star Vista flagship store, where this interview and photoshoot took place, the boutique takes on a sleek, minimalist design, with products showcased on elegantly curved walls which help to create semi-private spaces for guests to try on the frames.

Despite not having any formal design training, Shamus, who studied engineering and mathematics, is responsible for designing every single one of the brand’s pieces. Bestsellers include the Quinton frame, with its squarish shape, and the Jin frame, featuring a hexagonal and angular design.

Shamus describes his designs as “classic and timeless”. “They are supposed to last beyond trends. I don’t go too fancy or avant-garde,” he shared.

Shamus admits that designing spectacle frames can be challenging. “If you look at the construction of a frame, there’s really not much you can play with,” he said. “I am very particular about every single detail and every curvature of the frame, so that when you put it on, it looks nicer than others out there.”

Picking up drawing skills didn’t come easily to Shamus either. Without any formal training, he would spend hours drawing on paper. “I had to do it the hard way and keep on trying and trying,” he recalled.

Prices start from S$249 for the brand’s acetate frames, going up to S$299 for metal frames. “We occupy a sweet spot between affordable and mid-luxury, which allows us to cater to both ends of the spectrum,” said Shamus. “Overall, our customers are looking for high-quality glasses that they can comfortably use every day.”

WORKING WITH FAMILY

Many second-generation children are hesitant about joining their family business due to a mix of reasons, including expectations, personal aspirations, and generational differences. However, for Silas and Shamus, going into business with their father was an easy decision.  

“We are quite close as a family, which benefits us when we work together. Many people think that working as a family is difficult, but our parents have always fostered a supportive environment,” explained Shamus, who joined the company right after graduating from university. Silas began his career at a local tech start-up, where he honed his marketing skills and dabbled in software engineering before going full time with O+.

“People often ask why we wanted to join the family business. While some might want to forge their own paths and explore different interests, we feel fortunate to have a company where we can build our careers while piggybacking on our parents' guidance,” Shamus continued.

Shamus also noted the advantages of working in a family business, such as the freedom to make mistakes. “When you work for someone else, you might be more cautious. But in a family business, there's a certain level of safety that allows you to take risks and express your opinions more freely.”

The elder Hwang is still very much involved in the business. “He’s a big advisor to us, especially when it comes to O+. He still manages our manufacturing site. He still designs and maintains relationships with our customers and factories,” Silas revealed. The brothers see their mum as the COO of the company, who makes sure things get done.

When it comes to all their different roles, Silas describes their father as a visionary. “I am more precautionary. I’m a thinker and I like to problem solve. I am always questioning our processes and thinking about how we can get things to work in a more optimised fashion.”

Shamus, naturally, is the creative force behind the business. “Our father’s strength was in designing metal frames, but Shamus brought a fresh perspective in designing acetate frames,” Silas said of his brother. 

Both sons look to their father as a mentor. “Something my dad always taught us is that times are always changing and if you stay stationary, you are actually falling back. You have keep moving forward if you want to be ahead,” shared Silas.

FAMILY-DRIVEN INNOVATION

In a bid to constantly innovate their offerings, the brand announced the launch of a new BESPO+KE line in April, which gives customers the autonomy to customise their own desired eyewear designs with the help of O+’s consultants. The brothers designed a framework that allows customers to select their chosen frame shape, material, colour and detailing. Precise head measurements are also taken to reduce temple pressure and adjust the curvature of the frame for a more comfortable and personalised fit.

“Of course, you can also go one step further and draw us a pair of glasses, but we realised not many people actually want that,” said Shamus. "It's like going to tailor a suit. You have a few options to choose from – whether you want a double-breasted suit or a single-breasted one, and you can pick the lapels, materials, and buttons,” added Silas.

The BESPO+KE experience starts from S$949. The idea for the line emerged prior to the COVID-19 pandemic, when the family was thinking of a unique service that would value add to the customer experience. Reception to the new line has been positive so far.

The brothers hope to eventually take the O+ brand out of Singapore. “We would love to be a Singaporean brand that everyone knows about, but we will do it step by step,” said Silas.

“Optical stores have always been viewed as purely functional places where you go to address a specific need. Nobody really thinks about the customer experience, even abroad. I believe that's the value we can bring, creating an environment where people can experience quality eye care while finding the perfect frame,” said Shamus.

Regardless of their goals, family remains at the heart of the business. “We witnessed our parents go through the lowest of lows and the highest of highs. Through it all, their relationship has come before anything else,” said Shamus. 

“Being in a family business means having to balance your family life with work and unfortunately, a lot of families find it difficult to remain in business at some point. But for us, our focus is on the family,” he expressed. “We hope to bring the business to new heights, but never at the expense of the family.”