SOMETIMES eyecare professionals (ECPs) try so hard to have eyewear for every taste that they find themselves stretched to the limits of board space. There are a few ECPs who have bucked the trend by offering cutting-edge eyewear fashions. These trendsetters have learned that by setting the pace for eyewear fashion, they have become leaders in their area. To discover how they did this, I interviewed a few cutting-edge eyewear specialists.
The Participants
Roxanne Armstrong, Licensed optician and owner of EyeTech Optical Boutique, in Wilmington, NC.
Ernst Erb, owner of E-iWear, San Francisco, CA.
Bernie Oberlander, licensed optician and owner of Oblerle Opticians, Bal Harbour, FL.
Karen McCormick, optician and owner of Robert Max Opticians in Omaha, NE.
What are your three favorite cutting-edge frames and why?
McCormick: ic! berlin america has sleek stainless steel frames with a unique hinge. This gives eyewear a very clean, simple look with a very modern edge. Chrome Hearts (made by Optical Shop of Aspen International) has very hip metal and zyl frames that use sterling silver and leather accents to set them apart. THEO (distributed by Ramassia Inc.) is a collection of very colorful stainless steel and plastic frames with unusual shapes that are definitely for people who want to make a statement.
Armstrong: One of my favorite cutting-edge frames is Alain Mikli's Titane Style No. AO410. It marries technology and design, works well for either sex, and translates to sunwear easily. Another frame I consider a staple is LINDBERG's Dagur. Its solid tubular titanium design defies damage even in cases of extreme (if unintentional) abuse.
Twins 1, 2, and 3 by Face à Face are in my "Hall of Frame" for their durability, elegance, and whimsy.
Oblerlander: While I carry a vast amount of cutting-edge collections such as OSA's Chrome Hearts and Lead Amerique's Cartier, I still believe my most unique work is done with rimless eyewear. You can design the style, shape, color, and treatments-just about everything. I use my cutting-edge collections as my foundation when I create eyewear designs.
Erb: Hoffmann Natural Eyewear uses horn and allows me to customize its frames, designing shapes and sizes for the perfect-looking frame. Horn is an all natural and completely hypoallergenic material which makes it a good option for customers with allergies.
For the customer looking for something "far out," I use Eye'DC frames. The company offers unique shapes and colors that change their hues in the sun. I find Silhouette Optical Ltd.'s frames fun to work with. They let me be creative, choosing shapes, cutting vents, adding trims, and adding stones as accents. It's very cutting-edge work.
Do you find that only one segment of your patient population buys cutting-edge eyewear or does it have universal appeal in your office?
McCormick: It has universal appeal in my office. It's all a matter of how you approach the patient.
Armstrong: I introduce every client who comes to my office to our cutting-edge collections because I believe they hold a universal appeal. If the features are appropriate to the needs of the customer, I have a new convert.
Oberlander: Everyone who walks in my optical shop deserves to see what cutting-edge eyewear is. I learned a long time ago to not judge the customer by the package. I believe in presenting cutting-edge eyewear as fashion to everyone.
Erb: People are astonished when they find out what's available. Most of them don't expect to look this good in cutting-edge frames. I spend time with them to customize the right look for them and they leave excited and happy.
How do you market your cutting-edge eyewear?
McCormick: My office advertises in print and on TV; however, our best advertising is word of mouth. We've been in business for 14 years and clients come in regularly to say they get stopped by strangers wanting to know where they got their eyeglasses. We've shipped eyewear all over the country.
Armstrong: I market our cutting edge eyewear through a well thought-out plan of advertising in print and television. We track the effectiveness of our advertising and the success of our products based on this research.
Cutting Edge Defined What makes a frame cutting edge? Is it the color, the material, the price, its uniqueness, its boldness? The answer can be any of these. Cutting-edge frames lead the way in design and fashion.They turn heads and make people stare at them. Sometimes "one-of-a-kind" customizing helps frames attain cutting edge status. If it gets a "Wow!" response from your patient when you show it, it's a cutting-edge piece.
|
Oberlander: I like being a renegade so I show off some cutting edge eyewear that the consumer hasn't seen yet. The client might not bite today but will know that you are unique. Others will hear about it and will want to see what is going on.
Erb: I use window displays and our customers to spread the word about us. We spend lots of time with each customer, using digital photography to show them pictures of themselves in up to six new styles on a big flatscreen TV screen. We can even e-mail the pictures to family or friends if they want their opinion, too. If they are impressed, they tell others to come see us.
What is your best strategy for selling cutting-edge eyewear?
McCormick: Two ways: the staff needs to reflect fashion in their style and the store needs to reflect fashion in its appearance.
Armstrong: The best and only successful strategy for selling cutting-edge eyewear, as with any other product you are offering your patients or customers, is to believe in what you are selling and know your product inside out, backwards, and forwards.
Oberlander: New and exciting eyewear is what motivates the eyewear market. Eyewear is worn as a fashion statement. Make it fun and exciting for your patients. That will sell cutting-edge eyewear.
Erb: Understand that you need to discover the niche market and find frames that fit that niche. Be knowledgeable about your frame selections and be patient when working with the customer. It will be worth it.
Jill Luebbert is a certified paraoptometric and optician practicing in northeast Nebraska.
WHERE TO FIND IT
Alain Mikli Ltd.
800-829-8032
mikli.com
Eye'DC
866-393-3865
eye-dc.com
Face à Face
888-383-3223
faceaface-paris.com
Hoffman Natural Eyewear
49-26-56-95-00-57
natural-eyewear.com
ic! berlin america
866-634-8990
ic-berlin.de
LEAD Amerique
800-447-7405
cartier.com
LINDBERG
800-386-9196
lindberg.com
Optical Shop of Aspen International (OSA)
800-647-2345
osainternational.com
ProDesign Denmark
800-654-6099
prodesigndenmark.com
Silhouette Optical, Ltd.
800-223-0180
silhouette.com
THEO
718-858-8542
theo.be | 
