The story of Keloa Eyewear started when Laura, an optometrist by profession, and her family moved from Southern Finland to Finnish Lapland. As a curious person, Laura wandered around the forests, swamps, and fells surrounding her new home with her dog when the two found a large but mossy reindeer antler. As a young optometry student, Laura dreamed of making her own frame one day, and this dream came alive again.

Laura signed up for a reindeer antler course (yes, they do exist in Lapland) with the intention of making sunglasses. After the theory lesson, the idea no longer seemed plausible, but the open-minded teacher said: "Well, let’s try!" To the surprise of many, the experiment paid off and after hundreds of attempts, Laura managed to make a pair of functional eyewear. During these attempts, another Finnish and very traditional material was found to complement the antler. Birchbark.

As an optician, Laura has been careful about her frames' fit and lens fitting, and usability is one of the most important cornerstones of Keloa.