Gai Gheradi, co-founder and creative director of l.a. Eyeworks passed away on Sunday 16th March. She was 78.
Gheradi opened her optical boutique in 1979 along with her highschool friend Barbara McReynolds. Having both trained in optics and finding themselves bored in a stagnant, gender-defined industry, they set out to create a revolutionary name in eyewear. Their brand quickly captured the hearts of the punks, rockabillies and new-wavers of Melrose Avenue and beyond. Soon after they had gained a loyal following of creatives and celebrities like David Hockney, Grace Jones and Elton John.
Gheradi and McReynolds transformed the eyewear world forever. They shifted the perspective of eyewear and the optical store and presented it as an artform. They coined the slogan “the face is like a work of art: it deserves a great frame”
l.a. Eyeworks designs have featured in art galleries around the world, including London Design Museum. Their frames are credited in numerous iconic films like Thelma and Louise and The Matrix, and an apocolyptic version of their store itself can be spotted in Bladerunner.
Gai Gheradi was an avid supporter of the arts, often using l.a. Eyeworks’ store windows and even their lens cleaning clothes to showcase the work of rising artists. She used her platform to raise awareness about the issues she believed in. The window displays often featuring thought-provoking messages of culture, gender and politics. Most notable are “Safe Spex” in response to the AIDs crisis, “Uncensored Vision”, “Elect to Think”, and the Pride-inspired “Wear Them Out”
In an interview with Los Angeles Times she said “We use our windows to talk. The essence of this company is doing those things we believe in. How we life our life, how we conduct our business is our activism”
Gai devoted her time and resources to many great causes such as Planned Parenthood and AIDs-relief organisationss, and was serving as board president of Art Matters when she passed away.
In memory of Gai, we have chosen to raise funds for Curios Arts; North East-based charity championing the development of LGBTQIA+ arts and artists. We will donate 10% of all l.a. Eyeworks frames sold throughout April.