By: Leslie Fox
David Varnai didn’t grow up surrounded by wealth or connections. Born in Budapest, Hungary, he immigrated to Israel at the age of eight with his mother and sister, starting over in a new country with limited resources. What he did have was grit, curiosity, and a mother who encouraged big thinking. She exposed him to computers early and made it clear that if he wanted something, he could—and should—pursue it.
By the time he was 14, David was providing door-to-door computer services in his neighborhood. At 16, he joined Bug Multisystem, one of Israel’s electronics retailers, where he began mastering the art of sales. Fast forward to his final year of military service in Israel’s Air Force (anti-aircraft unit), and David returned to the company and quickly became the store manager, gaining valuable management experience before people even entered the workforce.
In 2003 as eCommerce emerged, Bug launched its initial online store with the eCommerce manager operating out of David’s retail location.
“I became his shadow,” David recalls. “That’s where it all clicked—sales, technology, and marketing converging into something powerful. I was hooked.”
David taught himself SEO and began offering digital marketing services in his free time, constantly experimenting and streamlining his craft. That curiosity evolved into a consulting practice—and eventually, a career.
The U.S, A New Chapter
In 2006, what began as a visit to see family in the U.S. turned into a permanent move. David experimented with various partnerships in the home services industry while staying connected to digital marketing and pursuing consulting and freelancing opportunities. There were wins, setbacks, and hard lessons, but every step deepened his understanding of what makes companies succeed.
One consulting client, a small eCommerce company, offered him a full-time role after a year working together.David accepted the challenge—and under his leadership, the brand saw significant growth, with its annual revenue increasing substantially. It was a hands-on proving ground for what he would later bring to much larger businesses.
Building a $200M Brand
Next on Varnai’s path was Zenni Optical, joining the leadership team just as the company began to grow. The first few years focused heavily on performance marketing, leveraging Zenni’s value proposition. As a vertically integrated eyewear brand, Zenni offered prescription glasses online at a fraction of the price compared to traditional retailers.
“We were simply the best offer in the market,” Varnai explains. “The job then was just to get the word out as efficiently as possible.”
However, new competitors like Warby Parker emerged, backed by millions in venture funding and a strong brand narrative. Performance marketing alone was no longer sufficient.
Varnai led the effort to reshape Zenni’s brand, sharpening the story and repositioning the company as a lifestyle brand while staying true to its price and value leadership. The results spoke for themselves: Zenni maintained its market leadership without ever raising outside capital or going public.
“That’s the real story of Zenni. It’s still the well-known online eyewear brand in the U.S.—built entirely bootstrapped and still massively profitable.”
Fixing What Was Broke
After Zenni, Varnai joined Clearly.ca, a once-prominent Canadian eCommerce eyewear brand with challenges. Originally a founder-led startup that went public and expanded internationally, Clearly had become weighed down by bureaucracy and was struggling, despite still generating significant revenue.
Essilor, a global optical company, acquired the business as part of a broader strategy to “get closer to the consumer.” Clearly.ca had a significant market share in Canada, the US, Australia, and New Zealand, but revenues were declining, margins were decreasing, and morale was low. Still, Essilor recognized value in the brand, acquired the company, and appointed a new CEO, who in turn tapped David to help lead the turnaround.
Although based in San Francisco and intended to be temporary, David’s role had a lasting impact. Working alongside some of the strong executives he encountered in his career, he helped put the company on a strategic “diet”—realigning the brand, restructuring the team, tightening product strategy, and streamlining marketing. Within two years, Clearly posted its first profitable quarter in years and regained its footing.
A Personal Pivot
Around this time, Varnai and his wife welcomed their first child. The pace of corporate life began to lose its appeal; the weekly travel to Vancouver, Canada, to work with Clealy.ca was taking a toll, and the desire to build something of his own resurfaced.
In 2014, while still at Zenni, David and his wife planted the seeds of a family business: Mother Nature’s Cleaning in the Bay Area—a premium rug and fabric cleaning company serving some of the finest homes in the San Francisco Bay Area. His wife managed operations while raising their children, and David took charge of strategy and marketing after hours. Once he stepped away from Clearly, David poured a few months into growing MNC, then transitioned it into his first consulting client.
“I had so much more to give—and I didn’t want to just build one business. I wanted to help a lot of companies grow the right way. I also have a passion for eCommerce, and I wanted to seek opportunities in that space.”
Iolite Ventures: The Next Chapter
That desire led to Iolite Ventures, a boutique consultancy where Varnai works directly with founders and growth-stage businesses as a hands-on strategist.
Unlike traditional agencies, Iolite doesn’t hand off work to junior teams or follow templated playbooks. David leads every engagement personally, bringing in expert talent as needed from his vast network of experts.
He has since worked with companies such as BlastOne, LRLBuilders, Layla Sleep, HIBA Academy, and many others, assisting them with strategy and execution to achieve their business ambitions.
BlastOne is a major supplier and distributor, assisting Industrial Blasters & Painters in completing projects more quickly, safely, and cleanly. They have a substantial physical presence across the U.S., Australia, and New Zealand. They approached Iolite for strategic guidance on SEO and assistance with paid advertising. After working with Iolite for many years, the results have been impressive:
- 5.13x ROAS on direct eCommerce sales—a 5,400% increase from baseline
- 4,850% increase in lead generation
- 96% reduction in cost per lead
Read the complete case study.
Helping Others Grow
David Varnai has spent much of his career navigating complex situations and helping turn them into growth opportunities. From starting with door-to-door tech support at 14 to working with brands generating significant revenue, his approach has consistently been to find potential where others might see challenges.
“I’ve been the operator, the founder, the fixer. Now, I get to help other businesses move faster, avoid costly mistakes, and unlock what’s next.” For founders and executives seeking clear thinking, strategic leadership, and lasting results, David Varnai is a partner worth knowing.
To connect or learn more, visit ioliteventures.co
