Jeneé Naylor’s Eyewear Brand Earns $400K

Fashion has always been a guiding light for Jeneé Naylor. This St. Louis native has a diverse range of passions, from dance to marketing. After exploring various career paths, including a stint in fashion retail at Nordstrom and a leadership role at Target, Naylor found her true calling in the world of content creation and entrepreneurship.

From Influencer to Founder

Naylor discovered Instagram in 2017 and began posting consistently in 2018, sharing her outfits and eventually launching a blog. Her dedication paid off when she landed her first brand deal with Pantene in 2018. By 2019, she took the leap to pursue influencing full-time, driven by the belief that “the time is now.”

Having successfully generated excitement for numerous brands and products, Naylor realized it was time to build something of her own. She noticed that eyewear, particularly sunglasses, consistently resonated with her audience and drove significant sales and commissions. “I became known as the girl that has the fly sunglasses,” she shared.

Introducing 12PM Studios

Leveraging this data and her passion, Naylor, along with her husband Joshua Prieto (who serves as CFO), launched 12PM Studios in July 2025. The brand’s name holds personal significance, honoring her wedding date and her mother’s initial. Naylor leads the company as CEO.

The brand’s website features eight pairs of glasses, priced between $125 and $145. Naylor intentionally set this price point to make stylish, high-quality eyewear accessible. This strategy has clearly paid off, as 12PM Studios garnered an impressive $400,000 in sales within its first two weeks.

Affordable Luxury in Eyewear

The brand is on track to reach $2 million in revenue within its first year. Naylor believes the launch successfully created the buzz she desired, highlighting the value and luxury her brand offers at an accessible price point. “It doesn’t take $500 to feel like a luxurious item, to feel like something stylish, to feel like you’re on trend and you have the hot new thing,” she stated.

Naylor’s vision is to solidify 12PM Studios in the eyewear landscape, proving that consumers can feel confident and stylish without breaking the bank. Her success story is a powerful example of turning passion and data into a thriving business.