SILHOUETTE RIMLESS SERIES, PART 2: SIX POINTS TO RIMLESS EYEWEAR CUSTOMIZATION

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Personalization is a rising trend in many industries and eyewear is no exception.
Look around and you’ll see choices in all kinds of products-choices that empower the buyer to personalize the item for their particular taste and lifestyle. As this personalization trend becomes more mainstream, eyewear consumers will want it in their eyewear, too. After all, why would they settle for something “stock,” when they could get personalized?

“Every person who wears eyewear is unique, and the eyewear they love to wear should be just as unique.” This has been a principle of Silhouette since 1964. This is a concept that most eyecare professionals would agree with, but putting this principle into action becomes difficult when you are surrounded by rimmed frames. In addition to having a fixed frame and lens shape, rimmed frames usually come in one or two sizes. To truly provide customized eyewear, you need a platform that has a wide variety of personalizing options. Rimless eyewear is the only eyewear category that can do this.

Eyewear is a styling tool applied to the face. It should be used to express the wearer’s lifestyle and image. How? Use rimless eyewear and the six points of customization.

SIX STEPS
The first step is to choose a lens shape. The best way to do this is to match the lens’ shape to the wearer’s face shape. There are seven basic face shapes: round, square, oval, base-up triangle, base-down triangle, heart-shaped, and diamond-shaped. Each of these is enhanced by certain lens shapes. It’s fun to show a patient their face shape and how the lens shapes you’re recommending help flatter and enhance his or her appearance. Once your patients are comfortable that your recommendations will benefit their appearance, they’ll accept them, so be sure to explain what you’re doing and why.


Use your creativity when picking lens shapes. While you may have some patterns that came with your rimless mountings, you can use just about any shape you can imagine. That’s one of the terrific things about rimless eyewear-it’s highly customizable. This is especially applicable to a new rimless wearer who’s more comfortable with following the likes of full rim shapes for rimless.

The second step is to choose a frame style. There are so many choices in rimless eyewear these days that it’ll be fun to walk your patients through the choices. Temples, bridges, and endpieces come in so many shapes and construction types these days that you’ll have no trouble finding the style that best suits them.

Next, choose the frame color. The most flattering way to do this is to pick a color that’s in the buyers’ color palette. People are either cool-toned or warm-toned, and all colors fall into one of these

Choosing shape 4342 from the Titan Minimal Art-Icon Collection gives an edgy style.
Silhouette chose this upswept shape, used in the SPX art+ Collection and tinted in lavender, for a super-feminine look.
“Seeing is believing.” The before/after full-rim-to-rimless transformation says it all. Choosing the right shape and opening your eyes to rimless brings a brighter, more beautiful appearance.

two divisions, so pick accordingly. Whether you’re using metal or plastic rimless mountings, there’s a rainbow of color choices available. Rimless also gives you the option of mixing and matching colors for a unique look.

Now it’s time to pick the frame size. Unlike rimmed eyewear that comes in one or two sizes, you’ll find a lot of fitting flexibility with rimless eyewear, so custom sizing is a snap. You and your patient will also welcome the extensive adjustability you’ll have from the nosepads on the bridge.

The fifth step is to choose the lens size. Pick a size that provides adequate coverage and an attractive appearance. Unlike rimmed eyewear, you can pretty much use any size you feel is appropriate.

The last step is lens treatments. Here is where you can add some real personality to rimless eyewear with options such as lens materials to keep the lenses thin, AR to avoid reflections, hard coating to avoid scratching, photochromics to regulate light, fixed or gradient tints, polarization to cut reflected glare, and mirror treatments to add pizzazz to the look. You can also color the edge of the lenses; groove the lenses, then color the groove; facet the lens; add notches, slots, stones, and/or engravings to the lens; roll and polish the edges; etc. The options are nearly endless.

SUCCESS
Want proof this six-step system works? A professional eyewear stylist spoke with eyeglass wearers on the streets of New York City and explained how rimless eyewear could be used to personalize their look. The stylist then removed their chunky eyewear and, after analyzing each of their face shapes, chose a rimless set with the most flattering lens shape, size, and temple design for them. Wearers were amazed at the lightness of the frames and how flattering the eyewear was. They also noticed the wider field of view and how bright their faces appeared. Most had never considered rimless eyewear and many had never been offered it before.

Nothing Feels Like A Silhouette! Give your patients the opportunity to “see the difference” for themselves. Add it to the mix of products for your patients to select from and you’ll see the benefit in your sales, as well as in your patients through their love of wearing their new customized Silhouettes.

In recent evaluation of common selling practices of Silhouette Rimless Eyewear, ECPs stated that they only offer rimless to patients who come in asking for a lightweight, comfortable frame or those who already wear rimless. This is a huge miss and prejudgment.

As the personalization trend continues to rise in most consumer products, eyewear buyers will expect it in their eyewear, too. Don’t be behind the curve on this trend; be ready by offering them the most customizable eyewear they can obtain-rimless. Once you’ve personalized a pair for someone, you’ll never want to recommend eyewear any other way.

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