Jeneé Naylor’s 12PM Studios Bought Out In Days

[ad_1] by Janee Bolden August 15, 2025

Jeneé Naylor launched her eyewear model 12PM Studios in July.

When Jeneé Naylor launched her eyewear model 12PM Studios in July, the model shortly grew to become one of many hottest on the posh equipment market. Inside two weeks, the model had pulled in $400,000 in gross sales, with three kinds fully bought out virtually immediately. Her first-year projection? A cool $2 million. What’s maybe most spectacular is that Naylor was capable of accomplish all of it with out paid adverts or PR blitzes, however she did have the belief and loyalty of a group she’s cultivated for greater than a decade.

For Naylor, identified for her high-low luxe type (her authentic IG deal with was @highlowluxxe) and deeply engaged social media following (527,000 robust), launching her personal eyewear line was virtually a pure calling.

“Eyewear was type of virtually too apparent,” she tells me. “I’ve all the time leaned closely into sun shades. My group was already coming to me for suggestions and critiques. And I began to note the posh eyewear panorama was shifting. Costs have been creeping into the $500, $700, even $1,000 vary, and I assumed, it doesn’t need to be this manner.”

At 12PM, It’s At all times the Good Time

The inspiration behind 12PM Studios is as intentional as its designs. “At 12 p.m., the world feels in good steadiness,” reads the model’s mission assertion. “The solar is at its peak, casting a lightweight that’s neither harsh nor fading—it’s regular, clear, and intentional.”

Constructed on the idea that true luxurious isn’t about extra or exclusivity, 12PM Studios is about considerate design and which means in each element. Beginning with eyewear, the approach to life model is designed to empower, encourage, and elevate on a regular basis moments. Each body blends timeless high quality with fashionable sophistication to create items that really feel private, attainable, and deeply linked to the wearer.

Frames vary from $125 to $145—priced to really feel attainable however packaged to ship a high-end expertise. “I need you to really feel valued the second you obtain your order,” Naylor says. “From the field, to the case, to the glasses themselves, it ought to really feel such as you received greater than your cash’s value.”

Even the names of the frames are private. Kinds like NYC, London, and Milan pay homage to the cities that formed her artistic imaginative and prescient. “Journey is once I’ve discovered my type,” she says. “The cities are inspiration, however they’ve additionally grow to be a strategy to interact the group—folks love suggesting new ones.”

From Goal to the Runway

Earlier than the entrance row seats at Style Week and model collaborations, Naylor was working retail flooring. She spent eight years as a retailer director at Goal, preceded by administration roles at Aldo and a top-selling stint at Nordstrom. That retail basis formed her as a founder.

“I thrive off having a plan and executing it,” she says. “I all the time say, ‘I don’t have time to waste.’ That comes with ensuring I've the fitting folks round me, the fitting sources, I do my due diligence, then having a plan and standing on the enterprise of that plan. I type of constructed that platform of belief.”

The Energy of Partnership

A part of that success comes from the individual she shares each her life and enterprise with—her husband, Joshua Prieto. Already her longtime photographer and CFO of her creator enterprise, Prieto grew to become a pure collaborator for 12PM Studios.

“It was essential to me that the model be unisex,” Naylor says. “Josh brings a unique perspective—the whole lot from the packaging to the case design, he can inform me the way it lands for a person. We’ve labored out the kinks of collaborating over time, so now it’s only a pure alignment. He’s equally excited in regards to the model, equally trendy, and simply as invested in making it successful.”

When requested who she’d most like to see in her frames, Naylor lights up. “Solange, for positive. She embodies that easy confidence and on a regular basis luxurious our model is all about,” she says. On the boys’s aspect, she names Colman Domingo as an ideal match for the model’s timeless but relaxed vitality. And if she may put a pair on an icon from the previous? “Aaliyah—she was my final cool lady inspiration.”

Black Enterprise, Daring Imaginative and prescient

Launching throughout Nationwide Black Enterprise Month carries particular weight for Naylor. “I really feel like I’ve joined this tremendous particular, unique membership,” she says. “Black founders are the sauce, the magic, the inspiration. We’re the temper. We form the tradition.”

Her recommendation for supporting Black-owned luxurious manufacturers goes past procuring: “Share. Inform folks about your expertise. When somebody who isn’t a creator goes out of their strategy to publish as a result of they’re so impressed—that’s the true story.”

The model will debut a brand new type throughout New York Style Week in September, celebrated with an intimate dinner. However proper now, Naylor is savoring one other full-circle second—promoting her frames at Nordstrom, the identical retailer the place she as soon as labored.

“I can’t imagine that is my life,” she says. “You possibly can actually do something, as a result of I simply hold pondering of stuff—and now we’re right here.”

Catch 12PM Studios This Weekend At Their NYC Pop-Up:

When: Friday, Aug. 15–Sunday, Aug. 17

• Friday & Saturday: 10 a.m.–6 p.m.

• Sunday: 11 a.m.–5 p.m.

The place: Nordstrom NYC Flagship, 225 West 57th Road, New York, NY

Why: Have a good time Nationwide Black Enterprise Month, meet Jeneé Naylor, and store the sold-out kinds in individual.

RELATED CONTENT: Black Enterprise Month Unfolds Amid Trump Coverage Threats, Entrepreneurial Spirit Unbothered

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