Mike Ettenberg on a ladder with his sunglasses. Former Coronado firefighter turned retail entrepreneur Mike Ettenberg has an interesting story about how he became an online sunglasses impresario. Ettenberg loved his designer sunglasses when he was on duty — they gave him an individualized touch in a regimented environment. But he found that those designer sunglasses were easily scratched, cracked, broken — if not lost—when on a call. Then he had an idea. So, three years ago, he took $5,000 of his own money, set up an e-commerce website and purchased 300 pairs of glasses from a wholesaler well known for making durable, reasonably priced glasses. He started marketing his glasses
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