While travelling through Europe, Georgia started collecting sunglasses fixated by the idea that each pair became a unique reflection of the various moods, attitudes, and stylistic personas she could effortlessly channel with the simple swap of an accessory. This revelation unlocked an obsession that would ultimately shape the course of years to follow.

In 2019, Georgia returned from her travels, armed with a wardrobe of sunglasses and the inspiration to build her own brand. At just 23, Georgia founded bored.george with a fearless spirit and an uncompromising commitment to perfect the art of sunglasses design. What began as a passion project quickly evolved into an unstoppable force, fueled by her insatiable drive and unwavering commitment to redefining the sunglasses game.

With an unrelenting thirst for knowledge, she taught herself the intricacies of the craft, forging relationships with manufacturers and cultivating a loyal following of customers who resonate with her bold and unapologetic aesthetic. The design process is grounded by the idea that each of the b.g sunglasses project or reflect the wearer's mood, attitude, and personality.

Today, stocked in retail stores across NZ and Australia, bored.george stands as a disruptive force in the sunglasses industry, offering a meticulously curated range of distinctive eyewear.