In a market often dominated by imported products, Ugandan entrepreneur Nelson Muyimbwa is carving out space with a homegrown solution designed for the realities of daily life.
Through his brand, Nellie Shades, Muyimbwa is rethinking how eyewear can serve people who constantly move between digital screens and the harsh outdoor sunlight typical of equatorial regions.
The idea, he says, was sparked by a simple but widespread inconvenience—having to juggle multiple pairs of glasses throughout the day.
“I wanted to create something simple that fits into real life in Uganda.” What emerged is a product built on practicality: lenses that combine photochromic lenses with blue light filtering technology in a single pair.
The lenses automatically darken in sunlight to shield the eyes from ultraviolet rays and return to a clear state indoors, while also reducing exposure to blue light emitted by phones, televisions and computers.
For Muyimbwa, the innovation is less about complexity and more about relevance.
“For me, it was about convenience but also protection,” he explained. “People are working longer hours on screens, students are studying on devices, and at the same time we have very strong sunlight.”
By combining these functions, Nellie Shades eliminates the need for multiple pairs of glasses—an approach he believes resonates strongly with everyday users.
“When you step outside, the same lenses adjust and protect you from the sun without you needing another pair,” he said. “It’s one solution for two environments.”
Some models also incorporate polarisation to reduce glare, a feature particularly useful for drivers and people frequently exposed to reflective surfaces such as water or tarmac.
Beyond the technology, Muyimbwa is equally focused on accessibility—an area where many innovative products often fall short.
“I wanted to build something that ordinary Ugandans can afford and actually use every day,” he said. “Eye protection should not be a luxury.”
Operating from Kampala, the brand offers a range of styles and lens options tailored to different preferences, blending function with everyday fashion.
As digital habits continue to evolve and screen use rises, Muyimbwa sees growing opportunity for locally driven innovation that directly responds to people’s needs.
“We are only going to use screens more in the future,” he said. “So the question is not whether you need protection, but how you make it easy and practical.”
With Nellie Shades, he is betting that the answer lies not in complexity, but in smart, simplified solutions built at home for everyday life.
