Rodchoshma: Crafting wooden eyewear that wins hearts from Bangladesh to beyond

When Russel Zayedi first imagined eyeglass frames made of wood, even he knew it sounded crazy. Eyewears are usually metal, plastic, maybe titanium – hardly ever wood. Yet he asked himself: Why not wood? 

That simple question transformed his regular online eyeglass store, Rodchoshma, into a brand that crafts handcrafted wooden frames into miniature works of art, coveted not just in Bangladesh but by buyers around the world.

A collection of Rodchoshma. Photo: Courtesy

On a quiet afternoon at Daroga Barir Mor in Dhaka's South Merul Badda, inside a small yet neatly arranged studio beside Madina Tower, Russel shared his story with TBS.

It all began in 2020, when the pandemic shut Bangladesh down. Offices and schools closed, people stayed home – yet online businesses thrived.

Russel and his friend Khasru Sumon, an optometrist who studied at Vinayaka Mission University in India, noticed: everything was available online – except prescription eyeglasses. 

Having treated hundreds of patients through NGO work, Sumon's experience combined with Russel's creativity to spark a new venture.

On 1 September 2021, with just 500 plastic frames imported from China, they launched their online page, Rodchoshma. The first few days brought promising sales, but Russel wasn't satisfied. 

Russel, originally from Sirajganj, is a graduate of Shanto-Mariam University of Creative Technology and a professional ad filmmaker with 15 years of experience. "It felt like just another business," he said. "Where's the art in it? Where's our identity in what we make?"

That was when the idea of wooden eyewear first struck him. 

For Russel – a poet, songwriter, and aspiring filmmaker – it wasn't just about business. He didn't just craft wooden eyeglasses – he gave each design its own identity by naming them after birds, such as "Pecha" (Owl), "Shalik" (Myna), and "Tuntuni" (Tailorbird).

What began as a small online page soon grew into a physical showroom, where design met craftsmanship and imagination took tangible form.

Regular prescription wooden eyeglasses cost around Tk1,300, and sunglasses cost Tk1,500. Premium models are Tk3,300–3,500, while fully custom designs, including engraved initials, go up to Tk5,000.

Many customers now send their own designs to have them crafted by Russel's team. One such customer, Raihan Chowdhury, studied architecture but now runs a farm. As a hobby, he collects rare and vintage eyewear from around the world. Recently, he began using Rodchoshma's wooden glasses.

"When I heard they were making glasses organically from wood, I got interested," Raihan said. "I sent them my design, and they made it exactly the way I wanted. Getting such craftsmanship for Tk4,000 is remarkable. They exceeded my expectations."

Making the perfect frame

Russel's toughest chapter began when he set out to craft the perfect wooden frame – a process that took nearly two years. Plywood failed, so he sliced wooden planks into paper-thin layers. The first frame wasn't pretty, but it fit. He added old hinges and lenses and proudly wore it for a walk — only for the lenses to pop out after a few steps.

Laughing, Russel recalls, "That's when the real battle for the perfect frame began."

For over two years, he persisted – failing, learning, and experimenting. With YouTube tutorials, advice, and countless hours of hands-on tinkering, he slowly mastered the delicate craft of wooden eyeglasses.

The first sale

Then came an unexpected moment of wonder. One day, a Spanish woman walked into Russel's tiny workshop. She was a garment buyer from Bangladesh, holding a pair of wooden glasses in her hand. Showing it to Russel, she asked, "Why can't you give such a smooth finish?"

When Russel examined the glasses, he realised they were mould-made, while his own were hand-carved – raw, imperfect, but full of effort. Though a little disheartened, it was her parting words – "If you can perfect the finishing, you'll have a market" – that stayed with him.

That single comment reignited Russel's determination. He kept refining his craft for another year and a half, and by late 2023, he finally created a pair of wooden glasses ready for sale.

In January 2024, Russel posted an ad for his wooden eyewear on Facebook. The first buyer came all the way from Kolkata, visiting his workshop in person to see the process. When he asked the price, Russel hesitated – he hadn't even set one yet.

After a pause, the man offered Tk5,000 and bought the first pair. That moment became a true milestone in Russel's journey.

Rodchosma's wooden eyewear goes global

Rodchoshma now ships eyewear to 18 countries, including the US, UK, Australia, Germany, Spain, Norway, Switzerland, Portugal, Ireland, Turkey, and the Netherlands. About 80% of buyers are expatriate Bangladeshis, through whom foreign customers discover and order products.

In the past three months alone, 1,500–2,000 pairs have been exported. Each European shipment, typically around half a kilogram, costs about Tk4,000 via private couriers like FedEx, DHL, or Aramex, with buyers covering shipping. On average, 150 pairs are sold internationally each month.

From raw teak to elegant frames

The frames are handcrafted from Burma teak, one of Bangladesh's priciest woods, known for its natural shine and texture. While a cubic foot costs Tk22,000–25,000, Russel uses leftover pieces from larger blocks, cutting the cost to Tk12,000–15,000. Every frame is made by hand, with small tools for assistance. The wood is boiled for six hours to prevent termites and allergens, and the full process takes 22 days.

The result is surprisingly lightweight: 16–17 grams for wooden frames, compared to 22–25 grams for plastic. Many users praise the comfort. Neela, a working professional, has used Rodchoshma frames since April: "They're light, durable, stylish, and unique – a great experience."

Most frames (95%) retain their natural wood tone, which Russel believes is their true charm. Russel's business partner, Khasru Sumon, said, "Wooden glasses are like wearable furniture. They can last 20–25 years, and a little varnish or repair makes them as good as new. Over time, the wood's elegance deepens."

Looking ahead, Sumon hopes to expand production to 4,000–5,000 pairs a month and set up a dedicated repair and servicing unit for their growing global clientele.

Why name the glasses after birds?

The idea of naming the frames after birds came from a charming thought. Laughing, Russel said, "Those of us who grew up in villages know the birds well, but city kids often don't. So why not name each frame after a bird? At least people will remember one or two."

And so, each frame got a name: "Pecha" (Owl), "Shalik" (Myna), "Bhubonchil" (Kite), "Tuntuni" (Tailorbird), "Bosontobauli", "Horiyal", and "Dhanshalik." Women's designs include "Moyur" (Peacock), "Chokhachokhi", "Falcon", and "Bou Kotha Kou," while children get the playful "Tuntuni."

The design variety grew, too. Until June 2024, there was just one style; now there are 21, including four premium models in elegant wooden boxes. Most frames are made-to-order, though a few popular models are always in stock, and sizes range from very small to extra large.

The small factory runs with six core craftsmen, though 11 people contribute to the process. Each month, 250–300 pairs are produced. Russel personally trained two craftsmen, who now train the rest.

A few days ago, on 13 October, Rodchoshma became a limited company, approved by the Registrar of Joint Stock Companies and Firms. Russel is now managing director, and optometrist Khasru Sumon serves as chairman. 

Sumon said, "Having a trade license opens the door for growth. Meeting international standards is crucial, but with fewer restrictions, we can produce and export even more glasses."

Though Russel still identifies primarily as a filmmaker, his wooden eyewear has already travelled thousands of miles worldwide. The journey wasn't easy, but it was fueled by passion. As Russel says, "When something is born out of love, it always finds a place in people's hearts."