Shah Rukh Khan’s D’YAVOL X Eyewear makes retail debut with Dayal Opticals

MUMBAI: A vision in frames. Shah Rukh Khan-backed D’YAVOL X Eyewear is stepping out of the digital glare and into physical stores, partnering with Dayal Opticals and Brooke & Carter to bring its Japanese-crafted luxury frames to Indian shoppers.

The collection will make its retail debut on 17 October across select boutiques in Delhi NCR, Mumbai and Chandigarh, giving customers their first opportunity to try the frames in person. The launch marks a new chapter for the brand, which has so far relied largely on campaigns and digital platforms to showcase its designs.

Conceived around Khan’s creative vision, D’YAVOL X Eyewear combines clean silhouettes, premium materials and understated styling. Handcrafted in Japan in limited quantities each year, the collection features premium acetate and titanium, with an emphasis on precision, construction and finish.

For Khan, the appeal of eyewear lies in the details that make a frame feel personal, from its shape and fit to the smallest design elements.

“I’ve worn countless pairs of sunglasses over the years, but the ones I keep coming back to always have something special about them,” Shah Rukh Khan said. “We’ve put a tremendous amount of thought and care into every D’YAVOL X frame, and I love the idea that people can now walk into a boutique, try them on, and discover that one pair that feels like it was made just for them.”

The move into physical retail allows customers to experience the collection beyond its visual presentation, assessing the materials, fit and finish before making a purchase. The brand’s design philosophy treats eyewear as more than a functional accessory, positioning frames as an extension of personal identity.

D’YAVOL Luxury Collective co-founder Leti Blagoeva said the choice of retail partner was driven by a shared understanding of luxury, craftsmanship and the customer experience.

“Dayal Opticals brings decades of expertise, an established network and a discerning clientele, and we are delighted to partner with them to bring the collection to a wider audience across India,” Blagoeva said.

The collection will be available at a curated selection of Dayal Opticals boutiques, including Khan Market, Select Citywalk and DLF Galleria in Delhi NCR; Kala Ghoda in Mumbai; and Sector 8 Market in Chandigarh. It will also be stocked at Brooke & Carter by Dayal Opticals at The Chanakya and DLF Emporio.

Dayal Opticals director Sarvash Kalra said the collection brought a distinctive design perspective to the luxury eyewear category, backed by a strong identity and a focus on craftsmanship.

“At Dayal Opticals, we have always believed in introducing brands that represent the highest standards of design and craftsmanship,” Kalra said. “We are excited to introduce the collection to our clients across India.”

With a legacy spanning more than six decades, Dayal Opticals has built a portfolio of international eyewear brands across its boutiques in North India and Mumbai, positioning itself as a curator of premium design and craftsmanship.

The partnership brings together D’YAVOL X’s contemporary aesthetic and Dayal Opticals’ established retail expertise, giving the collection a physical presence while preserving its limited-production positioning.

For D’YAVOL X, the next step is to turn digital interest into an in-store experience. From 17 October, the brand’s frames will be available for shoppers to try on, bringing its carefully crafted vision of luxury into sharper focus.