In the frame: Online designer eyewear just for her

The Seattle-based brand sends customers five trial frames to try on at home, free of charge. Once she has selected her favourite, the customer can order a prescription pair of glasses. This month, Rivet & Sway launched the redesign of its try-at-home kit, which combines delicate geometric shapes with a feminine coral, gold and grey palette. The package features playful quotes such as, ‘If you obey all the rules, you miss all the fun.’

In our Womenomics retail market, LS:N Global looked at how retailers are creating services that cater to the specific needs of women. Rivet & Sway follows this trend, offering extensive guides on how to choose a colour, shape and size of frame based on factors such as skin tone and face shape. The company also offers the services of a stylist for women looking for a personal opinion.

Rivet & Sway isn’t overly girly, however — an important factor for The Athena Woman. Its newly launched 70s-inspired Chelsea Hall collection offers a look that is ‘a little bit androgynous’ and carries the tagline ‘for women pursuing their vision’.