Entrepreneur Laura Hynoski on Building a Brand Based on Style, Wisdom, and Authenticity

Photo Credit: Bethany Homiak.

Laura Hynoski, the founder and owner of Privado Eyewear, came to the United States from Honduras at a young age. After 10 years in law enforcement, she retired to pursue her dream of opening a sunglasses boutique. Privado combines her passion for high-quality and stylish eyewear with her personal beliefs in authenticity and the pursuit of wisdom and knowledge, which she regularly shares with her social media followers.

Can you tell our readers about your background?

I was born in Honduras and came to the United States at a young age. Growing up, I had a strong desire to help people, which led me to become a police officer at the age of 20. After serving as an officer and detective for a total of 10 years, I decided to retire and start my own business, following my heart and passion in eyewear.

What inspired you to start your business?

After retiring from law enforcement, I came across an old article where I had expressed my passion for opening a sunglasses boutique. This sparked a memory and reignited my desire to pursue my dream. I realized I wasn’t done working and wanted to create my own line of high- quality and stylish eyewear, which inspired me to open my business.

Where is your business based?

Elysburg, PA, but I am a nationwide e-commerce store. We also carry our products in some of our local golf pro shops and at a mall in Holmdel, NJ @ The Gathering Shops.

How did you start your business? What were the first steps you took?

Before starting my business, I spent nearly two years researching the eyewear industry,

including the materials used by high-end brands, their manufacturing processes, and associated

costs. Once I had a good understanding of the market, I took a trip to China where I worked

closely with one of the world’s largest eyewear manufacturers and their design team to create my first collection. With their help, I was able to bring my vision to life and launch my business.

What has been the most effective way of raising awareness for your business? 

Through my personal TikTok account @moonsoul17 with almost 230k in following, I share knowledge and wisdom which our very own logo the owl eyes encompasses, it has been the most effective way of raising awareness for my business. By sharing my personal story and the essence of my brand I am able to connect with my audience on a personal level and build a loyal following that is interested in my brand and the products I offer. This is also my way of giving back, by sharing my perspective in life I have helped so many people, and that is what makes my heart happy. Additionally, by sharing my passion and creativity through my eyewear, I am able to showcase the unique value proposition of my brand and stand out in a crowded marketplace. Overall, it seems that leveraging my personal brand and sharing my story through social media has been a successful strategy for raising awareness and building a following for my business. Consumers just don’t want to be sold things anymore, they want a story, an essence, and most important authenticity. I believe my brand holds true to these values.

What have been your biggest challenges and how did you overcome them? 

I’ve had a lot of hardship and challenges in my life, the way I overcame them was by knowing that everything passes, and rock bottom doesn’t mean you have failed, it means you are being prepared and trained for what you deserve. It’s like a volcano, a volcano must destroy to create; this is the same with life. When you feel as if something is destroying you, it is actually preparing you for growth.

How do you stay focused?

In absolute silence, I have learned that words are temporary but silence is of eternity. It is in silence I get the most focused and the greatest ideas.

How do you differentiate your business from the competition?

My only competition is me, everyone else is inspiration.

What has been your most effective marketing strategy to grow your business? 

Personal social, instagram, word of mouth. See the answer to question #5.

What’s your best piece of advice for aspiring and new entrepreneurs? 

Go for it! I always lived by the quote “If your dreams don’t scare you, they’re not big enough.” There will be times where the fear of failure will be in your mind, but I can tell you this, when you decide to follow your heart and passion the only way you will fail is if you give up! Disconnect from anything and anyone that doesn’t support your journey, take the risks that others won’t take, and do it with confidence knowing that the Universe/God will never put an idea in your mind for you to fail. Do the work and follow your heart, always!

What's your favorite app, blog, and book? Why? 

I am the book. We are all unique, and if we sit in silence we would realize that the uniqueness of our life experiences are the best things we can ever possess. My life’s journey is my favorite.

What's your favorite business tool or resource? Why?

Shopify has become a great tool for my business, it’s a one stop shop when it comes to everything an online e-commerce store needs.

Who is your business role model? Why?

I am my own business role model, everything I aspire to be I know from within, I already am. I just have to put in the work and I’ll eventually grasp it.

How do you balance work and life? 

I have a husband, a five-year-old son, and a two-year-old daughter that keep me busy. I don’t necessarily think my business is work, as I am doing exactly what I love doing. So balancing both my life and work come very easy. Assigning time to both has been one of the most exhilarating balancing acts I ever participated in!

What’s your favorite way to decompress? 

Meditation.

What do you have planned for the next six months? How can our readers connect with you? 

Instead of planning I envision. Life will always play out as it should as long as my vision for my goals is clear. For the next six months, I am envisioning great success for Privado Eyewear through digital marketing and brand awareness campaigns by working closely with Coalition Technologies. I am at ease knowing that I am being helped by the best team in the industry when it comes to digital marketing. My readers can connect with me directly via my email laura@privadoeyewear.com.