Shady Rays Sunglasses and Their Customer-Centric Approach by Dan Ratterman

Episode #112

You remember that moment when you were younger, and perhaps your wallet was a lot lighter, and you splurged and bought yourself one of the nice designer brand sunglasses?  You likely had a little extra pep in your step, right up until the moment you accidentally sat on them or scratched a lens, or as happened to me until I just lost them.  Shady Rays experienced that too, which is why they made it their mission to find a way to make affordable high-quality sunglasses that people wanted to wear.  

Shady Rays’ COO Dan Ratterman, brother of Founder Chris Ratterman stops by to share how their customer-centric approach has helped them go from a one-man band to rivaling sunglass industry Goliaths.  Even going so far as to straight-up beat them in head-to-head blind taste tests with random people.


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Shady Rays Prioritizes Customer Experience:

Shady Rays places significant emphasis on customer experience, hiring individuals with the right mindset and work ethic, and actively engaging with customers to understand their preferences and needs. This approach has resulted in the development of high-quality products and a superior customer experience. The brand’s responsive and personalized customer support, along with a hassle-free return policy, has solidified its reputation for genuinely caring about each customer. 

Fostering a Culture of Excellence:

Shady Rays cultivates a team of high-quality individuals who are not only skilled but also share a genuine passion for the brand’s mission. The company values individuals who take pride in their work and are dedicated to making a positive impact. The customer service team is deeply committed to providing personalized experiences for every customer, aiming to exceed expectations and create long-term connections. By fostering a culture centered on integrity and customer satisfaction, Shady Rays has successfully transformed many customers into enthusiastic brand advocates.

Shady Rays Dedication to Philanthropy and Impact:

Philanthropy and giving back to the community have been integral to Shady Rays’ identity from its inception. The company started by donating 10 meals with every order, and has now expanded its impact through the Shady Ray IMPACT Program, which supports various causes, including donating meals to the hungry, building playsets for children in need, and sponsoring adventure retreats for cancer-affected individuals. By actively involving employees in these initiatives, Shady Rays has not only made a positive impact on the community but has also instilled a strong sense of purpose and fulfillment within its team members.

” We just listen to the customer – It is the best source of information

Dan Ratterman

Effective Synergy between Shady Rays’ CEO and COO:

The dynamic between Shady Rays’ CEO, Chris, and COO, Dan, plays a pivotal role in the company’s success. While Chris’s visionary approach consistently generates innovative ideas, Dan, the COO, brings a strategic, operations-oriented perspective to the table. Their complementary skill sets, stemming from diverse backgrounds in marketing and business (for Chris) and operations and supply chain management (for Dan), foster a balanced decision-making process. Despite being siblings, their professional relationship thrives on mutual respect and effective communication, enabling the company to navigate challenges and achieve continuous growth.

The Significance of Diverse Perspectives:

Shady Rays attribute much of its success to the diverse perspectives and skill sets within its team, emphasizing the importance of incorporating differing opinions and experiences in decision-making processes. With a robust leadership team comprising individuals with varied backgrounds and expertise, the company leverages a collaborative approach to problem-solving, ensuring that multiple viewpoints are considered for every project and initiative. This commitment to diversity fosters innovation and enables Shady Rays to make informed, well-rounded decisions that drive the company’s growth and success.

Shifting to Brick-and-Mortar:

Despite being a thriving e-commerce business, Shady Rays recently ventured into the brick-and-mortar retail space, aiming to enhance the customer experience and create a tangible manifestation of the brand. By opening multiple retail stores in strategic locations, Shady Rays has not only facilitated the in-person exploration of its product range but has also succeeded in building a strong community of loyal customers. The retail stores serve as an avenue for the company to showcase its product quality effectively, allowing customers to experience firsthand the unique features and technology offered by Shady Rays’ sunglasses. Through this initiative, the company has not only expanded its market presence but has also reinforced its commitment to providing an exceptional customer experience both online and offline.


Shady Rays’ customer-centric approach has been instrumental in its remarkable success, setting a standard for excellence in the competitive sunglasses market. The company’s unwavering focus on customer experience, employee engagement, philanthropy, innovation, and diversity has enabled it to build a strong brand and attract a loyal customer base.

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Dan Ratterman - Shady Rays

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