Small Business Spotlight: Rivet & Sway, @rivetandsway

Who: John Lusk, co-founder

What: Eyewear brand exclusively focused on women

When: 2012

Where: Seattle

How: Co-founder and CMO John Lusk says Rivet & Sway’s glasses are made for women from a packaging, product design and messaging perspective.

“We want to make women look and feel more beautiful in glasses,” says Lusk. The company launched last year with an online storefront; today, they are launching a new distribution channel referred to as “Specs on Wheels,” in which customers will be able to shop Rivet & Sway’s line of glasses in salons.

The glasses retail for $199, which includes personal styling and 2-day shipping.

Biggest challenge: “Like all small companies, getting awareness and making sure women know of Rivet & Sway,” says Lusk.

One moment in time: Lusk says he’s proudest of the overall customer experience Rivet & Sway is providing. “This is my second company to bootstrap and my fifth startup to be involved with. The customer experience is really important,” says Lusk.

Best business advice: “Not to expect anything! As a small business, nothing ever goes as planned,” says Lusk.

Follow Gabrielle Karol on Twitter @GabrielleKarol