JOSEPHINE ROUFAIEL

Nominee for what Award/s

Brave in Business and Life Award

1- Tell us about a major setback and how you recovered.

Resilience isn’t built in comfort. It’s forged in the moments when you’re alone with a vision no one else quite understands and you choose to keep going.

founded venEyes Eyewear to challenge everything I knew about glasses: how they feel, how they fit, and how they can make someone feel confident, elegant, and truly themselves. But this wasn’t just about fashion, it was about using the latest technology to enhance health, comfort, and personal style.

As an engineer with a deep passion for 3D printing, I became fascinated by its potential to transform industries especially eyewear. I wanted to create frames that were ultra-light, durable, safe for the skin, and beautifully tailored to each woman’s individual style. But there was no roadmap, no one in Australia had done this before.

There were so many challenges. I searched the market. While there were many 3D printers available, none were certified for medical-grade materials suitable for long-term skin contact. I visited universities, reached out to local suppliers, and conducted months of research. But time after time, I was told it wasn’t possible.

So, I looked overseas, connecting with experts in Denmark, America, Japan, and Singapore. I tested machines and printed samples abroad. Eventually, I invested in a unique 3D printing technology that no one else was using in Australia because I believed in its future. While my husband supported me financially in the early stages to help purchase the machines, he needed to continue working full-time to support our family. That meant I was left to do everything else alone.

I prepared my own collection, learning every step of the manufacturing process: from design, durability testing, lens fitting, and inserting screws and hinges, to final polishing.

With no team, I taught myself everything 3D design software, machine operation, finishing techniques, marketing, and business development. I worked 12 to 15 hours a day, ensuring each frame wasn’t just beautiful but functional, safe, and luxurious.

I exhibited at optical shows, but breaking into the market was difficult. One wholesaler even told me, “You’re disturbing the market” simply because I was offering a customisable, sustainable, Australian-made alternative. Optical stores weren’t ready to embrace something new, so I pivoted. I began working directly with people, personally styling, and fitting each pair, explaining the technology and benefits.

That’s when I saw the real transformation: people rediscovering their confidence, feeling seen and celebrated. These frames weren’t just eyewear, they became personal style statements.

Of course, working with high-quality polyamide and advanced 3D technology means production costs are higher. But this material is ultra-durable, lightweight, skin-safe, and built to last unlike traditional plastic frames. Each piece is individually printed, not mass-produced, and the process requires skill, precision, and time. The result? A frame that feels like it was made just for you because it was.

To build trust further, I studied optical dispensing while working full-time and raising three teenagers. I wanted to offer my clients full support from frame selection to prescription lens fitting and health fund rebates.

It was exhausting and isolating at times. But I kept showing up. Because for me, venEyes is about more than eyewear. It’s about being brave enough to bring innovation where it’s never been before and building something from the ground up that blend’s technology, health, and beauty in a way that empowers everyone.

This journey isn’t just about success. It’s about resilience, growth, and the strength to turn a passion into something that truly matters.

2- What mindset helped you keep going when quitting seemed easier?

What kept me going was my deep passion for what I do. I’ve always believed that everything meaningful starts hard especially when you’re introducing a completely new product, a technology never before used in Australia for eyewear, and an entirely new way of thinking.

There were many days I felt overwhelmed, exhausted, or discouraged. But I reminded myself: this is part of the journey. I knew in my heart that if I kept working hard and stayed true to my purpose, it would eventually grow into something meaningful. My faith played a huge role, I believed that all the effort, all the sacrifices, would not be in vain. Even when things moved slowly, I held on to the belief that every long hour and every challenge was building something valuable.

I’ve always seen myself as a responsible and hard-working person, someone who doesn’t walk away when things get difficult. I carry a powerful sense of responsibility, not just to myself, but to the people I serve. I wanted to succeed not for the sake of success alone, but to prove that something innovative, purposeful, and impactful can be built from the ground up even when others don’t see it yet.

Whenever I felt down or frustrated, I challenged myself to pause and ask: What can I do differently? What’s another direction I haven’t tried yet? I looked for new ideas, new strategies, and fresh ways to connect with people and I kept going. Persistence, to me, wasn’t just about pushing through, it was about adapting, learning, and staying focused on the bigger vision.

That mindset of passion, growth, persistence, vision, and not giving up became my fuel. I reminded myself that success doesn’t come from comfort zones. It comes from showing up every day, even when it’s hard, and continuing to believe in what you’re building.

For me, venEyes is not just a business. It’s a reflection of who I am, someone who dares to think differently, steps outside the box, and builds something with heart, responsibility, and purpose. That mindset is what kept me standing when quitting would’ve been easier. Because I knew in my heart: this is something worth fighting for and that mission gave me the strength to keep moving forward.

3- How did your vision evolve because of adversity?

Adversity profoundly reshaped my vision and business direction. When I first started venEyes, my goal was to introduce advanced 3D-printed eyewear to Australia through a B2B model collaborating with optical stores and industry professionals. But I quickly realised that this space wasn’t ready for such a leap. Many retailers were hesitant to explore new technology, preferring to stick with well-known brands they were already selling. It became clear that educating the industry would take time, energy, and resources far beyond what I could afford at the beginning.

Instead of giving up, I changed my strategy. I shifted to a direct-to-consumer (B2C) model, where I could connect personally with customers, share my story, and explain how this innovative technology could benefit their lives from superior comfort and health-conscious materials to lightweight, durable, custom-fit designs. This decision brought me closer to the people who would actually wear and benefit from the product, and that made all the difference.

To build even more trust, I enrolled in an optical dispenser course. I wanted to gain a deeper understanding of lens fitting, prescriptions, and the full customer journey not just the frames. It was not easy, studying while running a business and managing a family, but it gave me the credibility and confidence to support my customers fully. It also allowed me to help with health fund claims, adjustments, and recommendations that go beyond aesthetics.

I also learned that people do not just buy products, they buy trust. They buy from someone who is passionate, knowledgeable, and committed to delivering something meaningful. By listening to feedback, adjusting designs, improving comfort, and providing personal service, I have built strong, lasting relationships with my customers.

Adversity taught me to adapt, stay curious, and never stop learning. It shifted my vision from simply creating innovative eyewear to creating a supportive, trustworthy brand that empowers people to feel confident, cared for, and understood. Today, venEyes is not just about frames, it is about showing people that high-quality, Australian-made eyewear can be both stylish and health-focused, built with integrity and purpose.

4- What keeps you motivated in business and/or life today?

What keeps me motivated today is the deep sense of purpose behind what I do. venEyes started from a vision to create eyewear that blends innovation, comfort, and style using cutting-edge 3D printing technology. But over time, it has become something even more meaningful: a way to connect with people, empower them to feel confident in themselves, and bring something new to the world.

Every time someone puts on a pair of venEyes glasses and tells me how light, comfortable, or uniquely “them” they feel, I am reminded why I started. That moment of joy, surprise, or confidence on their face keeps me going. It confirms that eyewear is more than a necessity, it is a powerful tool for self-expression.

One of the most exciting strategies I have developed recently is combining eyewear styling with fashion showcasing glasses on the runway as part of complete outfit looks. I have joined several fashion shows, and the response has been incredible. People were amazed to see how the styles, shapes, and colours of venEyes eyewear elevated the entire look. It helped them visualise how eyewear can add confidence, flair, and personality not just function. The buzz from these shows, and the connections I made, gave me a fresh wave of motivation and direction.

I am also deeply motivated by the challenges. Doing something that has not been done before in Australia like introducing medical-grade 3D printed frames pushes me to learn, adapt, and grow constantly. I have always been a responsible and hard-working person, driven by faith and the belief that no effort is ever wasted. That mindset along with my passion for what I do, has carried me through the hardest times.

Finally, the people I serve motivate me daily. Many customers tell me they did not just buy the glasses, they bought into the story, the trust, and the connection. That kind of impact means everything. venEyes is not just a business, it is a mission to revolutionise how we see eyewear in Australia. And that mission is what keeps me moving forward.

5- What’s your message to others experiencing burnout or loss?

If you’re feeling burned out or lost, know you’re not alone. That feeling of exhaustion, doubt, or emptiness can be overwhelming, especially when you’ve been giving everything you have to something you care about. I’ve been there more times than I can count.

What helped me was reminding myself that burnout doesn’t mean failure. It means you’ve been trying often too hard, without enough rest, support, or direction. It’s okay to pause. It’s okay to feel tired. But don’t lose sight of the reason you started.

Reconnect with your “why.” Reconnect with the people you want to help, the problem you want to solve, or the dream that first lit the spark in you. Sometimes, that spark is buried under stress and pressure but it’s still there. Let it guide you back to yourself.

Also, don’t be afraid to shift. When my original path going B2B didn’t work out, I had to pivot and go directly to people. That change brought me closer to my purpose and helped me grow in ways I never expected. Burnout often invites us to re-evaluate, reset, and come back stronger and more consistent in how we show up.

And most importantly, don’t do it all alone. Talk to someone. Ask for help. Reach out to experts, friends, mentors. We weren’t made to carry everything on our own.

You’re not weak for feeling burnt out. You’re human. And your strength isn’t in always having energy, it’s in choosing to keep going, even gently, even slowly, with heart, consistency, and faith that it will be worth it.

Take the break. Reflect. Breathe. But don’t give up because what you’re building might change someone’s life, and that includes your own.

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