Gai Gherardi, the creative force behind innovative eyewear brand l.a.Eyeworks, has passed away at 78, leaving behind a legacy of artistic vision and commitment to cultural causes.
Gai Gherardi, co-founder and creative director of l.a.Eyeworks, passed away on Sunday, March 16, 2025, at the age of 78 after a brief battle with cholangiocarcinoma. Her influence on the eyewear industry—marked by innovative designs, groundbreaking marketing strategies, and a commitment to supporting artists—was significant and transformative.
Gherardi grew up in Glendale, California, and later moved to Huntington Beach, where she first met Barbara McReynolds in high school. The pair, bonded by a shared passion for eyewear and folk music, opened a boutique on Melrose Avenue in 1979, which quickly became a nexus of creative culture. According to Eyestylist, within a year of opening, they launched their first signature frame, despite having no formal design training. Their shop and brand soon became emblematic of the counter-culture movement in Los Angeles, particularly among creatives, celebrities, and various artistic communities.
Their unique merchandising approach altered the public perception of eyewear. Gherardi emphasized that glasses were often seen as a prosthetic, but through their innovative displays, she helped to transform them into objects of art. A notable feature of l.a.Eyeworks designs was the rounded temple tips, inspired by Gherardi’s fondness for Australian green tree frogs, and the brand uniquely refrained from using visible logos, instead favoring distinctive design elements.
The company gained widespread attention for its black-and-white portrait advertising campaign featuring the slogan, “A face is like a work of art. It deserves a great frame.” Iconic figures such as Pee-wee Herman, Grace Jones, and RuPaul have appeared in the campaign, which has surpassed 200 portraits. The imagery has also been curated into a book published by Grafiche Damiani in 2011.
Gherardi’s background in optics and her entrepreneurial spirit were evident even during her teenage years when she and McReynolds were able to sneak into the world of eyewear despite initial lack of formal support. The first frame they designed, “The Beat,” was inspired by lifeguards and laid the groundwork for hundreds of original designs produced under the highest market standards in Europe and Asia.
Their creations have not only been showcased in museums worldwide but have also carved a niche in popular media—most notably in films such as “Blade Runner,” “Thelma and Louise,” and “The Matrix.” As l.a.Eyeworks evolved, they launched additional ventures, including artist collaborations and programming that celebrated cultural commentary through fashion.
Gherardi was dedicated to various causes focused on freedom of expression, women’s rights, and AIDS relief organizations, balancing her artistic endeavors with activism. At the time of her death, she was serving as board president of Art Matters, a nonprofit devoted to supporting artists.
In addition to McReynolds, who retired in 2011 but remained an advisory presence in the company, Gherardi is survived by her long-term partner Rhonda Saboff, along with several family members, including her sister, nephew, and goddaughters. The l.a.Eyeworks team is now anticipating the opening of a new flagship store on Fairfax Avenue in Hollywood, which is expected to start operations later this spring.
Plans for life celebrations in Los Angeles and New York are currently being organized to honor Gherardi’s impactful legacy in the design and eyewear industries.
Source: Noah Wire Services
