Vontélle is planning to launch . Co-Founder says, "Our eyewear is original, authentic, distinctive, and invites a conversation. Vontélle will add a cultural richness to the marketplace." Moreover, she stated that the tightly competitive industry lacks African American ownership and strong presence. Vision care is a multi-billion-dollar market in , of which, African-Americans receive less than annually. "We are under-represented and under-served in this industry," she says, "Through social media, African-Americans have brokered a seat at the table and are demanding that brands and marketers speak to us in ways that resonate culturally and experientially."