Our story

Pala began life in 2016, founded on the ambition to produce high quality, long-lasting eyewear to fund change in eyecare in Africa. In his early twenties, founder John Pritchard was fortunate enough to travel to numerous countries across Africa and find a real connection with the people, culture and stunning landscape.

Years later he read an article on the global problem of a lack of access to eyecare. There are 1.2 billion people worldwide with poor vision simply because they are unable to receive basic surgery or access glasses, and Africa has 73% more visually impaired people than any other region in the world. Yet a pair of glasses is recognised as the number one tool to fight poverty – it empowers the wearer by enabling them to read, learn and work.

The seed was sown.


“We work hard to 'walk the talk'. It's a never-ending pursuit, but I will always put people and the planet front and centre of our decision making. ”

John Pritchard – founder of Pala Eyewear

Our Journey

Photographer sharing picture and laughing with female in Ethiopia


Pala officially launches on May 21. Our first sale is made on this very same day, with a Mr D. Jenkins opting for a pair of our classic Neo tortoiseshell. A loyal customer he has since bought a further two pairs. We like Mr Jenkins. John heads out with Jamie (pictured) towards the end of the year to cover outreach projects with their partner Vision Action (formerly Vision Aid Overseas). Good times!

The vision team in front of Pala sign at Chinsali hospital in Zambia


No more posting from home, we move our stock to our first warehouse. One year since launch and we have sold more than 1,000 pairs of sunglasses. Onwards and upwards! We complete our first major project with charity partner Vision Action (formerly Vision Aid Overseas). The resulting refurbishment of a vision centre in Chinsali, Zambia now serves a population of over 75,000 seeing 2,500 patients per year.

female weaving a Pala case


Our brand family grows as we take on Rebecca to manage all things marketing. Celebrations as we complete our first commercial order with Williams Racing team! We begin working with Atmosfair.de to offset out C02 through donating efficient cookstove in Uganda. Another trip to Ghana towards the end of the year to spend time with the incredible weavers that make our cases.

photographer taking picture of model in Pala sunglasses


We win the ‘Be the Change’ Award for ethical and sustainable brands. A proud moment. Photographer Felicia is the latest recruit to be added to the fold as we shoot our new collection in Lanzarote. We begin to blend in recycled and bio-based frames. Pala become one of the first brands to receive the coveted Eco Age brandmark and John is a regional finalist in the ‘Entrepreneur for Good’ at the NatWest Great British Entrepreneur Awards.

Pala B Corp logo written in the sand


A year that will be remembered for actions of a bat in Wuhan. A year when it was more about looking out for each other, family, friends, customers. Pala launched our first full collection of bio-acetate frames and the feedback is really positive. For John Christmas comes early as his personal goal for the year of Pala becoming a certified B Corp is realised in early December.

Italian family that supply Pala sunglasses


Pala moves production to Italy, reducing our carbon footprint and enabling us to manufacture in small batch production to ensure we manage our stock and avoid overstock. We of course also benefit from the incredible craftsmanship of the Marchese family who become our new makers. We launch our first design collaboration with sustainable living advocate, Madeleine Olivia.

Sunglasses temples displayed in a fan shape


Pala began the year shortlisted for the Queens Award for Enterprise (Sustainability). This was followed in May by winning Best Ethical Brand at the Marie Claire Sustainability Awards and our optical collection was launched at the end of December. All good momentum into 2023!

Coral and Pala logo


Pala’s inspirational founder John Pritchard stepped back from day to day running of the business and Pala joined forces with Coral Eyewear, a fellow British brand creating products from recycled plastic. Pala is expanding the accessibility of its prescription glasses through closer collaboration with independent opticians in the UK.

Awards and Partners

Pala Certified B Corp logo
Business for Good
B Corp Net Zero 2030
Pala Common Objective leadership award
vision Aid Overseas logo

The Team

Kayleigh Fisher Marketing Manager at Pala

Kayleigh Fisher


Mary head of weavers in Bolgatanga

Mary Aboyo

Head of Weaving

Justin Hunt

Justin Hunt

The Film Guy

Felicia Swernesson

Felicia Sewerinsson

Camera Wizard

John Pritchard founder of Pala

Founder and dad

John Pritchard

Jibreal Hagan

Jib Hagan

Founder of CARE4Basket

John Pritchard with Italian supplier

The Marchese Family

Makers of Eyewear

Indie Fooleheea

Customer Excellence

Indie Foolheea