Twenty years have passed since your trip to Eritrea. How does it feel to look back at the beginning of your story?
Looking back on the journey of the past 20 years fills me with both pride and gratitude. That trip to Eritrea with my grandfather was the spark that ignited L.G.R. It was an emotional moment, discovering my family’s heritage and connecting with a treasure trove of eyewear from a bygone era. The trip was the spark, but L.G.R officially began in 2008. It’s incredible to see how far we’ve come.

How much has changed since then?
The brand has evolved significantly. We’ve grown in terms of scale, innovation, and presence with six flagship stores: two in Rome and one in Milan, Florence, Venice and Paris - our first international store, but the essence of L.G.R remains unchanged. At its core, L.G.R is still about authenticity, craftsmanship, and timeless elegance.

Mistakes are a teaching moment, but is there anything that you would prefer not to do again if you could?
Mistakes are part of the learning curve, and they’ve helped shape the brand into what it is today. That said, I’ve learned the importance of being selective with collaborations and partnerships. not every opportunity aligns with our vision or values, and I would approach such decisions with even more care if I could go back.

What are the projects for 2025?
We are committed to advancing with even more ground-breaking designs, while staying true to our identity – unparalleled craftsmanship, a keen eye for detail, and a profound connection to Africa. Additionally, we will take our collaborations to the next level, partnering with world-renowned artists and brands that align perfectly with our vision and values.

Craftsmanship is a distinctive feature of L.G.R, what is the relationship with innovation instead?
I love working closely with our artisans, seeing their attention to detail – each pair of glasses is handled about 100 times before completion. Our latest innovations include a new hinge inspired by the neo-gothic windows of Ottica Bini in Asmara, combining strength with elegant design, and a decorative core for the temples inspired by Moroccan mashrabiya, adding sophistication to transparent and crystal-coloured frames.

How has your storytelling changed?
When we first started, our story was told through word of mouth and personal connections. Today, we use a much broader array of platforms. however, the essence of our storytelling remains intimate and personal.

Originally published on Eyebook 33