Georgia Patten, founder of eyewear brand bored.george, is no stranger to the challenges and rewards of running a small business.
What began as a creative outlet to break free from the monotony of her previous job has blossomed into a growing brand with a loyal following. From navigating economic downturns to seizing new opportunities like launching her podcast, Bored to Boss, Georgia’s entrepreneurial journey has been anything but conventional. In this Q&A, she shares candid insights about the ups and downs of business, recent collaborations, and the question we’re all asking: Which bored.george sunnies are her fav?
Hey, Georgia! How’s Business?
Business is good, but it’s definitely hard too. I think both go hand in hand this year. It’s the classic saying, “the more you put in, the more you get out,” but that doesn’t mean it comes without its challenges. That said, I truly love what I do, and bored.george continues to grow steadily year after year—this year is no exception.
How did the days, weeks, or months leading up to the launch of bored.george shape your decision to start the business, and what emotions were you experiencing as you embarked on this venture?
My story is similar to that of many other entrepreneurs in New Zealand—I never intended to start a business. I was stuck in a monotonous job, doing the same thing every day with little challenge. bored.george was born as a way to get my brain working again, more as a creative outlet and hobby than anything else. It wasn’t until about six months in, when I noticed more interest in the brand than I expected, that I began to seriously consider turning it into something real.
Even when I started designing eyewear, I didn’t fully realise I was embarking on a business journey. In a way, my naivety may have been an advantage—I had no idea what I was building or what I was getting myself into!
How has the recent economic downturn affected your business, both good and bad?
This year, we’ve noticed a significant shift with our wholesalers. I believe retailers are bearing the brunt of the economic downturn, which is reflected in their cautious approach to buying and stocking new products.
While many businesses are scaling back on marketing and brand activations to cut costs, we’ve taken a different approach—doubling down and pushing harder to get our name out there. As a result, we’ve seen substantial growth in our e-commerce platform. This success didn’t happen by chance; it’s been the direct result of our ongoing efforts to invest in digital marketing, build customer engagement, and create a strong online presence. While the retail landscape is challenging, our commitment to staying visible and top of mind has allowed us to thrive in an otherwise difficult environment.
You recently launched the Bored to Boss podcast with ZM. Can you tell us how the idea for the podcast came about and what the experience has been like for you so far?
Believe it or not, I actually won a competition to become a podcast host. I heard an ad on ZM that they were looking for their next podcast host, and while I didn’t think much of it at first, a few gins one night gave me the confidence to apply. After a series of tasks and rounds, I ended up winning!
The concept for the podcast was exactly what I had been craving. There are so many business podcasts out there, but most seem to jump from launch straight to millions in revenue, skipping over all the important steps in between. I wanted to create something more realistic—stories that resonate with business owners, making them feel seen and understood, while also inspiring others.
The goal is to keep things as real as possible, sharing not just the highs, but also the lows. Business is no easy feat, and I think it’s important to talk about the whole journey, not just the successes.
What’s a standout customer interaction/piece of feedback you’ve received recently?
I already know we have some of the comfiest sunglasses on the market. That was the reason for designing myself, and our reviews back that up. However one of the recent pieces of feedback that has stuck with me was a lovely lady who has never been able to wear sunglasses due to a brain surgery.
“I would just like to take this opportunity to really thank you for offering adjustable sunglasses. These are something I have searched the market for but had no luck whatsoever. Late last year I had brain surgery to place an implant on the side of my head, which has made wearing sunglasses impossible. Your sunnies are the first comfortable pair of sunglasses I have been able to find, they are amazing! Thank you.”
Can you share the story behind your recent collaboration with Caitlin Crisp? What inspired the partnership, and why did you feel Caitlin was the perfect fit for this collaboration?
Our collaboration with Caitlin Crisp has been an incredibly exciting opportunity to work alongside one of New Zealand’s rising fashion stars. At the beginning of the year, I was on the hunt for the perfect collaboration partner. After putting together a shortlist of ideal brands, I reached out to Caitlin via email, with no real expectations—and to my surprise, it was all go from there!
What makes this collaboration special is how well we complement each other. We’re both young designers with our own distinct styles and brand personalities, yet coming together to create something that resonates with both of our customer bases was a challenge we were excited to take on. I truly think we’ve hit the mark. The collection reflects the best of both worlds, blending our aesthetics in a way that feels fresh and unique.
If you were stranded on a deserted island, which three pairs of bored.george sunnies would you choose to bring, and why?
Ohhh, my favourite sunglasses change every week, so I’ll share my current top three. Not that these will do much for survival on a desert island, but at least my eyes will be protected, and I’ll look chic! First, I’d take the Sidney Shimmer to add a bit of sparkle to the island. Then, our best-selling Piper Torts—such a classic, they go with everything. And finally, the new Elle in Pink, because they’ll look so cute with a bikini!
Who is a business figure you’d love a power lunch with and what would you grill them about?
This was a tough one! I really look up to Anita Sarkar from Sell Anything Online and Hero Packaging. I’d love the chance to pick her brain about all things branding, e-commerce, advertising, social media, and scaling. Her approach to growing successful businesses is something I admire, and I know there’s so much I could learn from her.
Check out bored.george via their Instagram and Website, plus tune into the Bored to Boss podcast wherever you get your podcasts.