D’YAVOL X Eyewear, the luxury sunglasses label created by actor Shah Rukh Khan, is stepping into physical retail for the first time, with sales beginning on October 17, 2026 at select Dayal Opticals boutiques.
The collection will be sold exclusively through the luxury eyewear retailer’s stores in Delhi NCR, Mumbai and Chandigarh, including its Brooke and Carter outlets. Until now, the brand has largely reached customers through campaigns and its digital presence.
In Delhi NCR, the eyewear will be available at Dayal Opticals in Khan Market, Select Citywalk and DLF Galleria. In Mumbai, it will be stocked at the Kala Ghoda store, and in Chandigarh at Sector 8 Market. Brooke and Carter by Dayal Opticals at The Chanakya and DLF Emporio will also carry the range.
The frames are handcrafted in Japan in limited quantities each year, using premium acetate and titanium. The brand says its design language is defined by clean silhouettes and an understated approach to luxury, with a focus on precision and materiality. Its philosophy holds that a frame can change how a face is perceived, sharpen a silhouette and become part of a person’s identity.
Speaking about the collection’s retail debut, Khan said, “I’ve worn countless pairs of sunglasses over the years, but the ones I keep coming back to always have something special about them. A particular shape, the way they sit, or a small detail that makes all the difference. We’ve put a tremendous amount of thought and care into every D’YAVOL X frame, and I love the idea that people can now walk into a boutique, try them on, and discover that one pair that feels like it was made just for them. Because at the end of the day, sunglasses are a very personal thing.”
Leti Blagoeva, Co-founder of D’YAVOL Luxury Collective, added, “Bringing D’YAVOL X Eyewear into physical retail marks an important milestone for the brand. For us, choosing the right partner was about more than retail presence. It was about finding someone who shares our understanding of luxury, craftsmanship and the experience that comes with it. Dayal Opticals brings decades of expertise, an established network and a discerning clientele, and we are delighted to partner with them to bring the collection to a wider audience across India.”
Dayal Opticals, with a legacy of more than six decades, is one of India’s leading luxury eyewear curators. Across its boutiques in North India and Mumbai, it has introduced some of the world’s most recognised eyewear houses to the Indian market.
The partnership brings together two complementary perspectives on luxury: D’YAVOL X’s contemporary design language and Dayal Opticals’ deep expertise in luxury eyewear and retail.
Sarvash Kalra, Director, Dayal Opticals, said, “At Dayal Opticals, we have always believed in introducing brands that represent the highest standards of 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. We are excited to introduce the collection to our clients across India.”
The companies described the tie-up as a meeting of two complementary perspectives on luxury: D’YAVOL X’s contemporary design language and Dayal Opticals’ expertise in luxury eyewear retail.
