Around that time, I consulted my now-business partner to help him build his own brand. This partnership led us to co-create SplitMilk eyewear. Where does the brand name come from, you may ask? When we were in pre-production and we were sampling and packaging, we had almost five different names, different packaging, and the like. I had an epiphany, telling me “I hate it. I hate it all. It is not cool. It is not compelling. We need to change!” I was frustrated that it was not going where I wanted it to be. Then, my business partner would always tell me, “Judge, relax, don’t cry over spilt milk. It is fine.” And it hit me,“That’s it! It’s Spilt Milk!” It became not only the name but also the foundation of our brand; it is to inspire people not to be caught in the past, but to live in the moment.
As I researched more, I started to realize who our customers are. They are not afraid to be the center of attention, they are a person that may not feel as confident, but when they put the glasses on, they are ready to conquer the world. So, we wanted to create that platform where people would feel safe and comfortable and be the best version of themselves. Then in January 2019, SpiltMilk Eyewear was born.