In the sun-soaked heart of South East Queensland, Frank Miletic and his wife Shannon are crafting something a little different: sunglasses that don’t just look good, they actually work.

ACE Sunglasses is an independent Aussie brand with big vision—literally and figuratively—and it’s quickly becoming a go-to name for high-performance eyewear built for real-life conditions.

The origins of ACE

After more than four decades in the sunglasses industry, Frank had seen it all: international eyewear giants chasing profits over people, low-quality lenses masquerading as luxury, and products that looked flash but delivered very little when it came to eye health.

“I knew I had the technical expertise from years of experience to design and build something far better, and the drive to put people’s eye health at the centre of it,” he says.

And so, ACE was born. The name says it all: Authenticity. Clarity. Excellence. Every pair of ACE sunnies is fitted with the brand’s signature Aphotic™ polarised lenses. Frank says the lenses have been specifically engineered to cut glare, reduce eye strain, and deliver the kind of crisp, clear vision you don’t usually get from off-the-rack shades.

“We’re a grass-roots Australian brand, created for the kind of conditions we live in: intense glare, active days, and people who expect their gear to keep up,” Frank explains. Whether you’re behind the wheel for hours, chasing a golf ball down the fairway, or bowling for gold, ACE has you (and your eyes) covered.

Community-driven values

While ACE provides cutting-edge lens technology, Frank says the brand is about more than great optics. From the start, Frank and Shannon made it their mission to support underrepresented athletes, back local sports teams, and share real stories from everyday legends.

“We work with athletes across the country and our Pacific island neighbours, from World Champions and Paralympians to local sports teams, because we believe that great vision should support great performance, no matter who you are or where you come from.”

And that commitment is paying off in real-world wins. One of Frank’s favourite moments? Watching local legend and World Champion bowler Aron Sherriff win his seventh Australian Open men’s singles title (his fourth in a row) while wearing ACE Aphotic™ sunnies.

“Moments like that remind us why this isn’t just a business. It’s personal. It’s about believing in people, their dreams, and giving them the gear and encouragement to perform at their very best.”

image supplied

A clear mission

So why did Frank start ACE Sunglasses? He tells Business Builders he saw a big gap in the market: “Most sunglasses today fall into two camps. Overpriced global brands with varying degrees of quality, or cheap throwaways that don’t last, don’t protect, and in some cases, can actually do more harm than good.”

ACE filled that space with purpose-built lenses that handle Australia’s harsh glare, last the distance, and actually enhance your vision. From anglers spotting fish more clearly to drivers avoiding end-of-day headaches, the reviews speak volumes.

“Every day, we hear from people who’ve found relief from glare after surgery, golfers reading greens better, and drivers who no longer end the day with tired eyes. It’s those honest stories that keep us going.”

Challenges? Plenty. But so are the win

Like many regional business owners, Frank knows that going up against big-city brands with big budgets isn’t easy.

“Running an Aussie business outside the CBD means we don’t have the same resources—or especially the reach—of the large, internationally owned brands,” he admits.

But what ACE does have in spades is authenticity and a real connection to the region it calls home.

“We’ve turned our regional location into a strength, using it to showcase the stunning beauty of South East Queensland to the world. Through our online presence, we share everything from our beautiful beaches to rugged riding trails. It gives people a real taste of where ACE was born.”

Community has always been at the core of the brand’s success.

“We’ve built ACE from the ground up by backing our local community and highlighting the outdoors lifestyle of our region. By supporting grassroots sports, teaming up with small businesses, and being hands-on with the people who wear our sunglasses.”

Shannon with members of the Vanuatu team

Keeping it personal

In a retail landscape where AI dominates, chatbots are the norm and customer service is delivered by offshore call centres, ACE takes an old-school approach to customer experience.

“If your question isn’t answered online and further assistance is required, customers have the chance to speak directly with the designer,” Frank says. “Not through an impersonal chat system or a call centre script.”

It’s this customer-centric approach that’s earned ACE a loyal fan base and stacks of five-star reviews.

“That kind of connection builds real trust and authenticity.  Being independent lets us keep things genuine, and that’s something people really value,” Frank adds.

Big dreams, local roots

Frank’s proudest achievements aren’t measured in dollars, but in stories. The customers who tell him their ACE sunglasses changed their day-to-day. The athletes who count on ACE to keep their vision sharp. The growing community who appreciate a brand that genuinely gives a damn.

And while launching not long before the global pandemic made for a tough start, Frank and Shannon stayed the course.

“We had to pivot fast, rethink everything, and push through some extremely tough times with grit and determination,” he recalls. But they never compromised. “That’s what ACE is really about, authenticity, purpose, and staying true to what we believe.”

ACE sunglasses are perfect o combat the glare of beach conditions

What’s next for ACE?

There’s plenty on the horizon. Frank is focused on growing brand awareness and getting ACE in front of more people who’ve never experienced genuinely high-performance eyewear.

“More exposure means more people discovering the benefits of wearing ACE Aphotic™—whether it’s for sport, driving, or everyday life under tough glare.”

They’re also expanding their range of styles and continuing to back the athletes and communities they believe in. “We’re doing it all with the same no-compromise approach that started ACE in the first place.”

Advice for regional businesses

Frank’s message for anyone considering launching a business in the regions? Keep it real. “Be authentic and focus on what actually solves problems for people. Don’t be afraid to go your own way. Regional businesses can punch well above their weight when they stay true to what they’re about.”

And don’t underestimate the value of personal service.

“People appreciate great products and personal service.”

Regional Heroes recognition

Being named a Regional Heroes finalist in 2025 is the cherry on top for Frank and Shannon. “It’s an absolute honour. We’re a brand that gives as much as we can to our growing community of ACE sunglasses wearers. So to be noticed for the hard work and real impact means a lot.”

Frank is proud to stand tall as an independent among global giants.

“We’re a proudly independent Australian small business that offers a world-class product that stands for quality, backs our community, and genuinely cares about doing things the right way.”

His final words: “A vote for ACE Sunglasses is a vote for better vision—and for backing a home-grown brand that gives a damn.”

Cast your vote!

Voting is now on for the Business Builders 2025 Regional Heroes competition in partnership with Vodafone Business. Now’s the time to show your support. Just head to the voting page, click on your favourite Regional Hero and hit the SUBMIT button at the bottom of the page.

Voting closes 11:59 PM Monday, 21 July.

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