Philippe Vergez wants to change the way women see the world. The French entrepreneur owns JeeVice Optics, a San Clemente-based maker of upscale sunglasses for women.

JeeVice generates an estimated $10 million in yearly sales and is backed by a group of investors: Optic Couture Inc.

The company employs eight workers at its 6,000-square-foot headquarters.

JeeVice is trying to build a place in a crowded market with chic sunglasses targeted at women with extra cash to spend.

The company's sunglasses come in a variety of colors and have big, wide frames reminiscent of those worn in the 1950s. 1960s and 1970s.

The sunglasses are made in Italy and sold through department stores and boutiques including Nordstrom, Envie Beverly Hills and Balboa Eyewear in Newport Beach.

The sunglasses go for $200 to $300 and are packaged in nifty cases that look like mini handbags and clutches.

There's plenty of competition.

Rivals include big names such as Gucci Group NV, part of PPR SA, Prada SPA Group, Chanel SA and other European fashion houses.

JeeVice has managed to attract a celebrity following.

Lindsay Lohan, Anne Hathaway, Katherine Heigl and Salma Hayek are among those who wear JeeVice glasses.

"When celebrities wear your sunglasses it's the best kind of advertisement," Vergez said.

He has spent his working life in sunglasses.

In the 1980s, Vergez worked for Foothill Ranch-based Oakley Inc., now part of Italy's Luxottica Group SPA.

At Oakley, Vergez met Greg Amette, who started San Clemente 's Arnette Optical Illusions, which became part of Bausch & Lomb Inc. and now is owned by Luxottica.

Vergez left Oakley to work for Amette and then Luxottica.

It didn't take long for Vergez to catch the entrepreneur bug, he said.

He wanted to start a sunglasses business that would break away from surf- and skate-inspired designs to focus on high fashion for women.

Vergez started JeeVice in France in 2003.

His industry experience helped nab investors early on, he said.

Starting a sunglasses company wasn't easy.

Vergez spent months researching and developing products that could fit women's faces comfortably, he said.

Developing prototypes that could fit all face shapes and sizes was tricky, Vergez said.

"You have to really study a women's face," he said. "Not all frames will fit."

Finding a factory in Italy to make the company's products took a lot of time, he said.

Getting an unknown brand into stores also had its challenges, he said.

Vergez said he traveled constantly and met with buyers. He went to trade shows to help get the word out about his brand.

JeeVice has gained recognition among European and Asian shoppers, according to Vergez. Growth in the U.S. has been slower but steady, he said.

Earlier this year, Vergez moved JeeVice from France to Orange County in a bid to boost U.S. sales.

"I really want to grow the brand here," he said.

Vergez picked OC for its proximity to buyers in California and Hollywood celebrities. He came to know the county while working for Oakley and Amette.