Our Story
Welcome to 12noon — a modern eyewear shop rooted in Johannesburg, designed to bring style, confidence, and quality to your everyday look.
We started 12noon with a clear mission:
To make beautifully designed eyewear more accessible, affordable, and fashion-forward — without compromising on comfort or credibility.
In a world full of over-priced frames and underwhelming options, we saw a gap.
Too many people have been forced to choose between style and price, or settle for frames that don’t reflect their identity or lifestyle.
We built 12noon to change that.
Why "12noon"?
12noon is the moment the sun stands tall — bold, clear, and radiant. That’s what we want you to feel like when you put on your frames:
confident, visible, and unapologetically you.
From our base in Johannesburg to communities across South Africa,
12noon is more than just a shop — it’s the beginning of something bigger.
We’re here to build a brand that grows with you.
Thank you for being part of the journey.