Innovative Eyewear Inc. (LUCY) shares fell Friday despite the company dropping some impressive preliminary numbers earlier in the week. Sometimes the market just doesn't care about your good news.

The Numbers Look Pretty Good

The eyeglasses company reported unaudited quarterly sales of about $1 million, marking a 45% jump from the same period last year. For the full year, Innovative Eyewear estimated preliminary sales hit $2.7 million, up roughly 65% year-over-year.

The company's making some headway in the smart safety glasses market, claiming a 44% market share on Amazon in that category. Management says they're planning to dig deeper into this segment going forward, and they've recently inked deals with retailers including Reebok and SmartBuyGlasses.

Leadership Puts Money Where Their Mouth Is

Here's where it gets interesting: the company's C-suite thinks the stock is undervalued. The CEO, CFO, CTO and other top executives are buying more shares as a vote of confidence in the business.

Price Action: Shares were down 8.67% at $1.58 at the time of publication.