Today we’d like to introduce you to Danielle Waters.
Hi Danielle, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
The idea for Vira Sun (pronounced Veer-uh-sun) was born along the beautiful beaches of La Jolla, CA. At the end of 2014, my husband and I relocated from New York City to Southern California for a life “reboot” of sorts. While there, I received my RYT-200 hr yoga certification at Prana Yoga Center in La Jolla and had the privilege of studying under renowned yogi Gerhard Gessner. It was an amazing experience that inspired me on so many levels. Southern California is a magical place. No doubt. People take great pride in cultivating a healthy lifestyle for themselves; practicing yoga and fitness is a way of life for many, and outdoor activities are the norm. The perpetually sunny weather is extremely energizing, and a good pair of sunglasses is a must!
The brand name is derived from the virtuous Warrior pose or in Sanskrit Vira Bhadrasena. I’ve been practicing yoga for over a decade and have heard Warrior 1 referred to as Vira 1 on countless occasions. It stuck in my head, and “Vira Sun” became a play on the words of “Vira 1”. We continued to be inspired by our yoga roots, but also take inspiration from all things fitness, art, and travel. We’ll never pass up a photo in front of a bright mural or inspirational saying, and we look to partner with artists, creatives, fitness lovers, instructors, and motivators. While Vira Sun was born in San Diego, we’re raising the brand at the Jersey Shore—where my husband and I currently reside. When we headed west in search of excitement and new challenges, we thought it would be easy to leave it all behind; but it wasn’t. We realized that while Southern California is incredible in so many ways, NJ is home.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Of course not! From Covid to quality control issues, supply chain, and inventory needs, we’ve certainly struggled. Over the past eight years, mainstream advertising has changed dramatically. Where we used to rely on the kindness and relationships curated with editors at magazines for promotion and advertising, many of these same media outlets have closed or gone solely as “pay to play” for reviews, ads, or stories. We’d had to pivot marketing and advertising efforts and really learn the importance of social media and influencer marketing.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’ve always been an athlete with fitness at the center of my life. I grew up a competitive gymnast throughout high school and suffered a severe knee injury while skiing at age 14. Early in my working life, I was a physical therapy aide at the facility that helped me heal post three ACL reconstructive surgeries. I majored in Exercise Science with a BS in Kinesiology from Indiana University (Bloomington) and received a Master’s degree in Exercise Physiology from Montclair State University in New Jersey. My professional career offered me roles as a cardiac rehab therapist and a corporate wellness consultant for many world-class fitness organizations. I continue to encourage people to stay active and fit which is why Vira Sun shades are meant to be worn throughout your “active lifestyle.”
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you.
I don’t think luck has played much of a role at all. Actually, we’re still waiting for that big “lucky” break (hello, Oprah!). I attribute the success we’ve had to intentional relationship building, community, friendship, trust, and the support of so many customers from across the world who took a chance on a small brand and spent their hard-earned money on a pair of our sunglasses.
Pricing:
- $40-$80
Contact Info:
- Website: www.virasun.com
- Instagram: virasun
- Facebook: ViraSunShades
