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Branding with Style [Tiffany Welch]

When providing luxury products and services, it's important to use a more diverse vocabulary to describe the frames. We've all heard the "geek-chic" term for glasses, and many of us just cringed in unison even reading the phrase.

Most brands that we carry boast "a modern take on vintage-inspired styles," but we can only say that so many times before it becomes redundant. Using more descriptive adjectives to characterize frames can help to distinguish between brands and designs.

Here are some basic rules of thumb:

  • Instead of plastic frame: say acetate or zyl
  • Instead of metal frame: say titanium or stainless steel
  • Instead of geek chic/hipster: say modern, on-trend, or youthful
  • Instead of thick/chunky: say bold

Besides just using the correct, and sometimes more descriptive adjectives, it's important to build the brand story. For example, we have a number of products that are designed or created locally which gives me a great talking point right away. Highlighting these lines as being designed/created locally has worked well to create an immediate buzz around these frame boards. 

Finding a variety of talking points for each brand in your store can take a while, but keep with it because inevitably it will create a better, more in-depth experience for your client. Taking time to learn about the brands, how the hinges may be different, if they do something special in production etc.. just helps to translate the value of the eyewear to your client.

Examples of talking points for specific brands would be:

Etnia Barcelona: Acetate treatments are unmistakable. They use block acetates, instead of the commonly used sheet acetate. It's a very involved process that allows Etnia to create truly one of a kind designs. They specialize in unique color and style combinations. 

Mykita: Handmade in Germany. Revolutionary frame design using pressed surgical stainless steel. Patented compression hinges do not require screws and help to keep the frame extremely lightweight. Style is architectural, angular and modern with clean lines and organic colors. The paint is ionized on the frame (instead of sprayed, painted or dipped).

The only hard part to devising little bullet points like this for each brand, is that this information is not readily available for all (especially small batch) eyewear companies. Sometimes I find myself sleuthing for hours online looking to learn something new about a product line we already carry... but that's okay! The important part is that we don't get lazy, we continue to stay on top of industry knowledge both on the lens and frame manufacturing sides so that we can best educate our clientele.

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