Shah Rukh Khan’s Japanese-crafted luxury eyewear collection will be available at select Dayal Opticals and Brooke & Carter boutiques across Delhi NCR, Mumbai and Chandigarh from 17 October
D’YAVOL X Eyewear, the luxury eyewear brand shaped by actor Shah Rukh Khan’s creative vision, is entering physical retail in India through a partnership with Dayal Opticals and its luxury retail format, Brooke & Carter. The collection will be available at select boutiques across Delhi NCR, Mumbai and Chandigarh from 17 October 2026.
The move marks the brand’s first entry into physical retail, allowing customers to experience its frames in person after primarily engaging with the collection through digital platforms and campaigns.
Handcrafted in Japan in limited quantities each year, D’YAVOL X Eyewear combines premium acetate and titanium with a focus on precision, material quality and understated design.
Shah Rukh Khan’s Design Vision
The collection reflects a design philosophy centred on clean silhouettes, considered detailing and contemporary luxury. According to the brand, its eyewear is designed to complement individual style while retaining a distinctive identity.
Speaking about the retail debut, Shah Rukh Khan said the collection was developed with considerable attention to detail, adding that physical retail would allow customers to try on the frames and identify designs suited to their preferences.
“Because at the end of the day, sunglasses are a very personal thing,” Khan said.
Leti Blagoeva, Co-founder of D’YAVOL Luxury Collective, said the partnership was intended to bring the collection to a wider audience while maintaining its focus on craftsmanship and the luxury shopping experience.
She said Dayal Opticals’ established retail network, industry expertise and discerning clientele made it a suitable partner for the brand’s physical retail expansion.
Retail Presence Across Three Cities
The collection will be available at selected Dayal Opticals boutiques at Khan Market, Select Citywalk and DLF Galleria in Delhi NCR; Kala Ghoda in Mumbai; and Sector 8 Market in Chandigarh.
It will also be stocked at Brooke & Carter by Dayal Opticals at The Chanakya and DLF Emporio.
Sarvash Kalra, Director of Dayal Opticals, said the retailer was focused on introducing eyewear brands distinguished by design and craftsmanship.
“D’YAVOL X Eyewear brings a very distinct point of view to the category, with a strong identity and an uncompromising approach to design,” Kalra said.
Luxury Eyewear Retail Expansion
Dayal Opticals, which has a legacy spanning more than six decades, has built its portfolio around luxury eyewear brands, craftsmanship and exclusivity. The partnership combines the retailer’s experience in luxury eyewear with D’YAVOL X’s contemporary design approach.
For D’YAVOL X, the move into physical retail represents an expansion of its consumer reach while retaining the design identity underpinning the collection.
The launch also gives the brand an opportunity to connect with customers through in-store product discovery, where fit, finish and material quality can be assessed directly.
