Susan Berryman

Women launched 49 percent of all new businesses this past year, and entrepreneur Susan Berryman is proud to be one of them. Benny’s Eyewear, a Michigan-based startup founded by Berryman, is known for its stylish, affordable reading glasses handcrafted in Italy.

With a background as V.P. of Marketing for the designer eyeglass stores SEE Inc., started by Richard Golden, former owner of D.O.C. Optical, Berryman learned “to always look for a better way of doing things.”

“He always encouraged my creativity and innovation and when I needed reading glasses myself, the choices were extremely limited,” said Berryman, a Bloomfield Hills resident. “You could either get a cheap pair at the drugstore or a very expensive designer pair, but nothing in the middle. I saw a need and wanted to fill it in the best and most fashionable way, as glasses have become an important part of our fashion statement.”

Her inspiration led her on a journey to Italy – the gold standard for handcrafted quality, fashion-forward eyewear.

”I personally visited and researched the artisans there who are crafting the finest eyewear in the world,’ said Berryman. After doing her due diligence she decided to take a major risk by starting her own company. Making a career pivot during the pandemic, the mother of three with a “‘no risk, no reward” philosophy secured a small business loan and private investors, to start Benny’s Eyewear, launching in October of 2024.

The optical industry veteran immediately held pop-up shops and secured product placement in local stores such as Zeiben Mare in Franklin and Found Objects in Birmingham, and the 17 selections of high end glasses are now also sold online, which make up the majority of her sales.

“Like any new business, the road hasn’t always been easy, but with the support of my family who are all involved, we have continued to expand and grow,” said the 55-year- old, who runs the business from her home. Never compromising, the brand emphasizes quality despite the complexities of maintaining an international supply chain and navigating the challenges of international trade and the tariffs now in place.

A lover of inspirational quotes, one of Berryman’s favorites is from Benjamin Franklin – the namesake of her company – "Make yourself sheep and the wolves will eat you." It shows the perseverance she says is needed to survive in a new business.

“Sure there are business obstacles going on right now but there always will be, so it’s my job to think outside the box to meet the challenges.”

On the horizon is continuing product development and a new collaboration campaign with actress Selma Blair, who loves the product and is spreading the word. Jackie Tohn from the popular Netflix series ”Nobody Wants This,” who has recently been wearing the Largo style in gold. ”We also hired a public relations firm and are targeting shows like Good Morning America, the Today show, as well as the New York Times and Vogue magazine.”

Berryman has what she refers to as an NDO (No Days Off) schedule, but her daily walks through Cranbrook w­ith her dogs and quality family time are grounding, and a chance to recharge her energy. She has hiked the Appalachian Trail and has plans to travel to Scotland to fulfill her self-proclaimed wanderlust in the near future.

The entrepreneur says her new business has been a wonderful ride in seeing her dream come to fruition, and to be connecting positively with so many people in the process.

Story: Susan Peck

Photo: Theodore Michael