Bailey Nelson, from Bondi to Erina
Big brands don’t always start big.
Sometimes they start with two mates, a gap in the market, and a simple belief that things could be done better.
That’s exactly how Bailey Nelson began. Born in Bondi, proudly Australian, and built from the ground up, the eyewear brand has grown from a grassroots idea into a global success story with more than 120 stores across Australia, New Zealand and Canada. And now, for the first time, Bailey Nelson has opened on the Central Coast at Erina Fair.
For CEO Nick Perry, this one feels personal.
“I’ve spent a lot of time on the Coast over the years, so opening at Erina Fair feels pretty special. We’re really excited for Bailey Nelson to be part of the local community.”
With close family and lifelong friends living locally, the Central Coast has long been a place of connection.
The opening of the Erina store isn’t just another pin on the expansion map. It’s a community he knows, cares about and spends time in. That local tie makes this milestone feel a little different.
Simple, honest eye care + stylish frames
Bailey Nelson was founded with one clear mission: to change the way people experience eye care.
Not just selling frames, but transforming what can sometimes feel like a clinical errand into something thoughtful, stylish and genuinely enjoyable.
Their model is refreshingly straightforward. Frames and standard single vision lenses start from $189, including anti-glare and scratch-resistant coating. Full-service optometry is available in every store, with bulk-billed eye tests and friendly, highly trained optometrists guiding the experience.
Every prescription pair is custom-made, tailored to the individual.
But what sets Bailey Nelson apart is its balance. Professional eye care meets considered design.
Their Sydney-based team designs frames in Australia, creating sophisticated, on-trend styles that feel high-end without the intimidating price tag. It’s polished, but never pretentious.
That steady, thoughtful approach has clearly resonated. In the past 18 months alone, the company has opened 16 new stores.
Growth like that doesn’t happen by accident. It comes from consistency, clarity of purpose and staying true to the original idea.
Full-service optometry at Erina Fair
The Central Coast store reflects that same ethos. Several team members are locals, including Phil, who looks after leasing for the brand and hails from Avoca Beach, and Hylton, a high-performing store manager who had been commuting to Pitt Street in Sydney. Now managing the Erina location, he’s swapped the long commute for more time at home, a shift that speaks volumes about what this opening means for local talent.
It’s this blend of national scale and local heart that makes the Erina Fair opening feel significant.
Yes, Bailey Nelson is a major player in the optical space. But it still carries the energy of a company built by people who saw a problem and decided to fix it.
Walking into the new store, you get the sense that it’s designed for real life. Clean lines, welcoming staff, frames you actually want to wear, and an optometry experience that feels considered rather than rushed.
For the Central Coast community, it means access to high-quality eye care and Australian-designed eyewear without leaving the region. For Bailey Nelson, it’s another step in a journey that started small and continues to grow, one community at a time.
From Bondi beginnings to a global footprint, the story is impressive. But the Erina opening proves something even more powerful: no matter how far you expand, staying grounded is what keeps your vision clear (you like what I did there)!
Learn more about their story through this video about their humble beginnings.
Bailey Nelson – Erina Fair
Shop 279, 620-658 Terrigal Drive, Erina
(02) 4316 3121
baileynelson.com.au
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