“It was all a dream,” The Notorious B.I.G. famously said in one of his most notable singles “Juicy,” as he told the story of his iconic rise to the top. Although only five words, that statement is profound and adequately speaks to how the success stories of many began before they became the titans we know and love, especially for entrepreneur Eddy Elize. She is the founder and visionary behind Fifty Shades NYC, a luxury eyewear brand that delivers high-quality, innovative glasses and sunglasses for every occasion. It’s far from your average Gen Z-owned company; it’s a lifestyle birthed from Elize’s childhood experience dealing with hyperpigmentation. “Growing up I had super strict parents and I was never allowed to wear makeup, so in seventh grade, I would always wear glasses to cover up my hyperpigmentation and it would be my version of makeup,” Elize tells Essence GU. “They gave me a bunch of confidence and I wanted others to feel the same thing. Like, you are that girl or that guy when you wear a pair of Fifty Shades.”
Elize’s ability to turn her bout with skin issues into a distinguished business for others to benefit from is just a fraction of what sets her apart. In an age where everyone’s an entrepreneur, designer, or creative, the native New Yorker has managed to make her mark in just five years of business with one remarkable feat that wasn’t achieved conventionally — reaching six figures. Elize, who launched her brand in 2019, hit this first major milestone in earnings only three years into the game.
How did she accomplish this? God. “I only have an associate degree in fashion business management, so reaching six figures wasn’t really me. It was nothing but God’s grace,” Elize notes. Having attained such income from sunglasses alone was seldom not only for her age (she was 22 at the time), but also for her family—immediately making her a first-generation entrepreneur. Although it’s tempting to become boastful, Elize knew the work had only just begun since her newfound success completely defied the status quo. “At that point, I knew I could not mess this blessing up and decided to get serious.”
In addition to her walk with God, Elize knew the power of faith without works being dead and put in just as much work to match what she fearlessly believed in. She elevated her commitment to making others feel the same confidence she experienced as a little girl by pitching herself to brands, which garnered another monumental achievement: a collaboration with Shopify. Having used the e-commerce platform for her business and even getting her first loan from them, Elize seized an opportunity before it came to fruition. Her method of “going up to those doors and knocking” allowed her to host an impactful seminar and networking event for aspiring and established business owners at the brand’s SoHo location. It was there that she shared the journey of Fifty Shades firsthand and the tools she used to amass such success. For many including myself, the event was a reminder that entrepreneurship isn’t meant for a specific age bracket, it’s a mindset that even a Gen Zer can master and flourish in.
Outside of Fifty Shades, Elize is also a certified fashion girl which of course, she’s managed to turn into a thriving business. Having worked with brands like New Balance, she creates awe-inspiring content that not only inspires the masses sartorially but also spiritually. “Recently, I wanted to leave social media, but I stayed to spread the Word through fashion,” she says. “Sometimes you compare yourself and do what everyone else is doing, but I want people to understand you don’t have to conform to societal norms or chase followers. It’s still cool to be authentically you.”
With multiple noteworthy wins under her belt, the 25-year-old plans on expanding her businesses on larger scales with brands like Prada, Mercedes, and Apple on her radar. And on her path, she competes with no one. Elize is focused on elevating the dream of her younger self and further fulfilling her God-given purpose with this mantra as motivation, “don’t chase the money, chase the dream, and the passion.” Between her authenticity, unmatched creativity, and the Man Above backing her, there’s no doubt the whole world will soon know Eddy Elize’s name.
While you’re here, shop a few pieces from Elize’s brand and get the Fifty Shades lifestyle for yourself.