Specs designer eyes China market

[Photo provided to China Daily]

"During the process of mountain climbing you are in a situation in which you will not be disturbed. And that helps you get more inspiration as you are well connected with nature and quite concentrated."

Esto says that, as a child her parents, an office worker and a builder, encouraged her to do the things she liked but also pushed her to be the best at them.

After graduating, she became an optician, later opening her own shop. Then in 2002, with a wealth of industry experience and a desire to be creative, she launched Fleye.

From there the business grew rapidly, and more than 100 shops in 32 countries now sell her brand, she says.

Esto brought Fleye to China last year, opening an office in Shanghai. Now 33 shops in eight Chinese provinces sell her designs, and Esto has eyes on greater expansion. However, there are obstacles in her path.

"Most Chinese optical shop owners or customers are eager to see you are already quite a famous brand. Otherwise, the brand cannot attract their eyes," she says.

She hopes to overcome this and popularize her brand in China through her Shanghai training team, whom she sends to train staff in optical shops that carry her designs.

Esto's designs are European, but she says they have been adapted for the Chinese market.