Alessandro Picicci – The Man Behind the Frames
mpact comes in many shapes. Some design the vision, others bring it to market, but without the right (or left) hands to craft the frames, independent eyewear wouldn’t exist.
That’s where Alessandro Picicci comes in.
I’ve known Alessandro for a while through work, but we only met in person for the first time at opti this year. And you know those people who, within minutes, make you feel like you’ve known them forever? That’s him. Professional, passionate, sharp, and incredibly kind. He’s one of those ‘behind-the-scenes’ people who deserve way more recognition than they get.
Alessandro took DEOMA AG from its roots as a lacquering company and turned it into something much bigger: a trusted production partner for independent eyewear brands. His company is one of the rare few, that still handle production in-house and on-site in Germany, offering flexibility, expertise, and a unique mix of efficiency and artisanal craftsmanship.
And that’s what makes him stand out. He’s not just producing eyewear, he is constantly refining, improving, and innovating behind the scenes.
These days, very few independent brands still own their own production facilities. Which is understandable, but also a loss. There are incredible manufacturers worldwide, but with today’s supply chain challenges, shorter delivery routes, flexibility, and trusted partnerships are more important than ever.
For emerging brands, waiting months for production isn’t an option, they need people like Alessandro. People who understand that great eyewear isn’t just about the product. In a saturated market it’s about timing, quality, and making it all come together when it matters most. At the end of the day, neither brands nor opticians can afford to act as banks, pre-financing products for months. That’s why Europe as a manufacturing hub is fading, and why we should appreciate those who still make local production possible.
What I truly appreciate about working with Alessandro is that he never just “executes” a production request. He thinks, challenges, and improves. Always looking for new ways to refine materials, optimize processes, and make the impossible possible.
And yet, most people don’t know his name.
Which is exactly why I wanted to highlight him today. Because independent eyewear isn’t just about the designers or the brands, it’s about the people who bring those visions to life.