Sophia Edelstein, co-founder of PAIR Eyewear, is an entrepreneur and recent Forbes 30 Under 30 honoree passionate about using design thinking, engineering, and business model disruption to solve society's most pressing needs. PAIR Eyewear is the first direct-to-consumer, customizable children's eyewear brand reimagining the consumer experience for families and was founded while she and her co-founder were both undergraduate students at Stanford. After conducting 400 interviews with families the pair asked: why hasn't anyone redesigned glasses from a static medical device to be dynamic? The duo discovered (unsurprisingly) that kids don’t enjoy wearing glasses and parents dreaded the expensive and stressful process. Today, one in every four children wear glasses, and experts estimate that by 2050, it will be one in every two. Compelled by the stories they heard, Sophia and team reinvented the eyewear experience. As Co-Founder and Co-CEO of PAIR, Sophia leads marketing, brand development, web and product design and oversees the digital side of the company including the teams in charge of both paid and organic marketing, community development, social media, and web development.