Execuspecs, the leading eyewear brand, known for redefining traditional optometry through a blend of expert eyecare and design innovation, has proudly unveiled the Baker Private Collection — a limited-edition range that merges fashion-forward craftsmanship with authentic South African creativity.
The story behind the vision
Baker Eyewear was born exclusively for Execuspecs, a brand where individuality, creativity, and expertise converge. Guided by a design-led philosophy, Baker allows the freedom to experiment, set trends, and create frames that feel as good as they look.
With over 63 stores across South Africa and Namibia, Execuspecs continues to redefine the eyewear experience, ensuring every piece tells a story and every customer feels seen.
About the Private Collection
The Baker Private Collection is designed for those who know that luxury isn’t loud, it’s felt. Each piece exudes quiet confidence and refined design, created in collaboration with some of South Africa’s most distinctive creators. This limited drop celebrates individuality and artistry through eyewear that feels personal, powerful, and beautifully intentional.
Each frame in the collection is a reflection of self-expression, crafted not for mass production, but for those who appreciate the art of design and the beauty of owning something truly unique.
Inside the collection
From jewellery to fashion to digital design, each collaborator brought their own story and creative essence:
Anna Rosholt, fine jewellery designer, brings feminine elegance with playful luxury through frames Queen Bee and Absolutely Anna.
Gugu by Gugu, fashion creative, channels bold confidence with The Observer and The Mirage, designed for those who dress with intention.
Kim and Olivia Black, creative entrepreneurs, infuse intergenerational sophistication and timeless appeal in their designs Kim, Black, Olivia, and Liv.
Lisette and Liselle, known as the Twinfluencers from Namibia, embody energy and joy in Lisette, Liselle, Twinfluencer, and Twin.
Tamara Appolis, Baker’s Art Director, wove together the collection’s visual identity — from packaging and mood to storytelling — ensuring every detail feels intentional and original.
Cayla Stuthard, Senior Buyer, bridged vision and craftsmanship, bringing the collection from concept to creation.
Each creator’s frame carries a unique story — a fusion of art, culture, and craftsmanship that transforms eyewear into wearable art.
The essence of Baker Private Collection
More than just accessories, these frames are expressions of personality — designed for those who dare to see differently. Each design embodies the belief that true luxury lies in authenticity, not excess.
As Execuspecs continues to celebrate individuality and creative collaboration, the Baker Private Collection marks a defining moment – a limited-edition showcase of artistry that reflects the soul of South African design.
Our editor attended the official media launch – here’s her take on the collection:
“I’m a long-time Execuspecs enthusiast, and I’ve always loved the Baker brand for its simple elegance and affordability. The Baker Private Collection is the first of its kind in SA – an entire sunglasses and spectacle frame collection designed by leading South African artists, designers and tastemakers.
It was so inspiring to hear from each of these designers at the media unveiling, as each one brought their unique style to the table to create products specifically for the local market.
I absolutely love the creativity and story behind each pair of sunnies and spectacles, and it was such a treat to be able to choose a pair for myself on the night. I had a hard time making a decision, but in the end I went with a pair of sunnies designed by Gugu by Gugu. I love how even though they have an unusual shape and bold style, they are so wearable and easy to incorporate into your everyday look.
This collection is limited edition, and it is certain to sell out, so if you’re interested, I would recommend visiting your nearest Execuspecs store as soon as possible to ensure you get our hands on the pair you’re interested in. At R2499, this high-quality collection offers affordable designer luxury.”
Anien – Editor
The Baker Private Collection is available exclusively from Execuspecs from 1 November 2025.
1 comment
Ruwayda Isaacs
Very Classy & Totally Stylish…