In an industry where over 80% of frames are made in China, even for brands claiming to be “Made in America,” one Texas couple is on a mission to bring eyewear manufacturing back home. Rick and Cindy Taylor, founders of Forall Frameworks in Lubbock, TX, are creating high-quality, fully American-made glasses frames — and building a business that reflects their values in the process.
Rick’s journey to Forall began with a career in manufacturing, mostly focused on imported children’s products. But he always dreamed of starting a factory in the US where he could have complete control over the process from start to finish. Cindy brings a background in pharmaceutical sales and working in a family business. When the COVID-19 pandemic hit, the couple saw an opportunity to turn that dream into reality.
COVID hit, so I had a little time and I was thinking about products that we could do. And we thought, let’s start our own eyewear facility.
The road from idea to execution wasn’t easy. Rick spent months researching equipment, visiting top eyewear factories around the world to learn the intricate process, and slowly piecing together Forall’s manufacturing capabilities. In January 2021, they started in an empty building with a small team led by a production manager who took a leap of faith on their vision.
While making a single pair of frames wasn’t overly complicated, scaling to hundreds per day presented a significant challenge. Some equipment wasn’t available in the US, requiring sourcing from Germany, Italy, and France. Establishing efficient processes took extensive trial and error. But the hard work paid off when Forall shipped its first products in late 2021.
Manufacturing domestically brings key advantages, the Taylors have found. Forall can react to market demands in a matter of weeks, rather than the 4-6 month lead times common with overseas production. They can quickly ramp up production of hot-selling frames and avoid being stuck with excess inventory of slower-moving styles. Tariffs and shipping issues are no longer a concern.
The quality of Forall’s frames quickly won praise, even from eyewear industry veterans. And despite limited retail presence, some consumers are already seeking out the brand. For the Taylors, there’s a special pride in seeing their American-made frames out in the world.
To see somebody wearing a frame that you know our team made here in Lubbock, Texas is really, really cool.
The name “Forall” is itself a nod to the line “with liberty and justice for all” from the Pledge of Allegiance — a reflection of the values the Taylors aim to embody in their products and their business. To them, “American made” is a symbol of quality and an investment in the country and its workers. It’s a reflection of the strong work ethic instilled by their upbringing. And in an industry dominated by imports, they believe an American-made product has to be great, not just good.
Even the frame names pay homage to the Taylors’ roots: each style is named after a Texas city, from Amarillo and Fort Worth to Waco and the whimsically aspirational Utopia. Optometrists can support the Forall mission by carrying the line, and customers can take pride in wearing a piece of American craftsmanship on their faces.
For Rick and Cindy Taylor, Forall Frameworks is more than a business venture; it’s a labor of love and a commitment to making high-quality eyewear at home in the USA. One frame at a time, they’re helping to revitalize American manufacturing — and making Lubbock, Texas, an unlikely hub of the eyewear world in the process.
