Case Study: Bailey Nelson achieves a consistent, authentic retail experience with Wisetail

How Bailey Nelson Trains for an Authentic Retail Experience

Bailey Nelson, an eyewear brand that began on Australia’s Bondi Beach, set out to “look different” by making stylish, affordable glasses and turning buying spectacles into a personal, enjoyable experience. As the company expanded internationally, the challenge was how to preserve its “inconsistent consistency” — a culture that encourages employees to be themselves without uniforms or scripts — while delivering a cohesive brand experience across stores.

Bailey Nelson addressed this by standardizing authenticity: consistent store elements (like an Australian lightbox), a conversational introductory video course as a guideline rather than a script, and training that’s easy to revisit. They recruit people from diverse backgrounds, launched a peer-led Training Tribe of experienced managers, and empowered staff to bring their personalities to customer interactions. The result is a scalable, human-centered retail model that supports expansion, internal career growth, and positive customer and team reviews.

Bailey Nelson

Prue Freestone

Head of People