When Hayley Martin's daughter received a comprehensive eye exam at age 4, the diagnosis came back showing multiple problems: depth perception issues, eye teaming difficulties, and visual tracking challenges. The child needed vision therapy before kindergarten. But that wasn't the worst part. After getting glasses, classmates teased her so relentlessly that she started hiding the frames in her backpack rather than wearing them to class.
That heartbreaking moment sent Martin, a former Microsoft executive, down a different career path. She launched Once Upon a Charm, a Seattle-based children's eyewear company that sells prescription glasses at $250 per pair. The frames feature a patent-pending system allowing young wearers to attach decorative charms to the temples, turning what kids often see as embarrassing medical equipment into something they actually want to wear.
The Hidden Vision Crisis In Elementary Schools
Martin's daughter isn't alone. The National Center for Children's Vision and Eye Health estimates that 1 in 4 school-aged children has an undiagnosed vision problem. That's a staggering number when you consider how many kids are sitting in classrooms right now struggling to see properly.
The consequences go beyond blurry whiteboards. Children with untreated vision issues frequently get misdiagnosed with ADHD, learning disabilities, or behavioral disorders, according to Dr. Katie Hash, an optometrist serving as Once Upon a Charm's brand ambassador.
"Vision is more than just seeing clearly, it's how the eyes and the brain work together – and these skills are developed," Hash explained. "The key to avoiding vision problems that could impact a child's performance in school and sports is early identification and intervention."
The company said it aims to raise awareness about the importance of comprehensive pediatric eye examinations, which can catch these issues before they derail a child's academic performance.
From Backpack Storage To Daily Wear
Martin's design philosophy emerged directly from watching her daughter's experience. After the teasing incidents, the glasses stopped doing their job because they stayed hidden away.
"Kids often leave their glasses in their backpacks, or 'forget' to wear them, because they don't like how they look in them," Martin said. "Many of the frames we saw while choosing glasses for my daughter were barely scaled-down adult styles that were too overwhelming for a child's features."
Her solution? Create eyewear so appealing that even girls who don't need glasses would want to wear them. "That moment broke my heart and sparked my mission to reimagine glasses so beautiful, even girls who don't need them would wish they did," Martin said.
Hand-Painted Charms And European Safety Standards
The frames come with two sets of interchangeable charms included in the purchase price. Each charm design starts from Martin's sketches and receives individual hand painting. Charm themes range from ballet dancers and cupcakes to puppies, mermaids, and snowflakes. Additional charm pairs sell separately for $28.
On the safety front, Martin went beyond U.S. requirements by meeting European Union material standards instead. "The European Union has stricter material standards than the U.S.," Martin explained. "We chose to meet those rigorous guidelines because I insist our products are not only beautiful, but so safe that I'd feel confident putting them on my own child."
The launch collection includes three frame styles: Fairy Whispers, Mermaid Wishes, and Whimsical Wonders. Each purchase includes a storage case and cleaning cloth along with the frames and charms.
Once Upon a Charm said it operates with dual objectives: creating eyewear that children willingly wear and helping families identify vision challenges before academic difficulties develop. It's a business model built on a simple insight: kids won't benefit from glasses they refuse to wear.