Beyond the Frame: Building a Dual-Purpose Boutique

Learn how a clothing boutique can attract new clientele to your optical shop.
Photo Credit: Sara Hagen

My journey in the optical field started in 2008, and through some personal transitions and relocating to Northern California, I finally opened my boutique optical shop, I.SEE. Optical Company, in 2021.

From the inception of  I.SEE., my goal was to bring in unique eyewear brands that other opticals in my area — or even in my state — don’t carry. I would comb through catalog after catalog, making a wish list of the brands and styles I loved, and identifying what my shop needed. I wanted to offer frame lines that are high-quality, independently or family-owned, environmentally friendly, and have a great story behind them. Most importantly, I didn’t want to carry the same brands as every other optical shop.

My shop is about an hour north of San Francisco, in Cloverdale, California, a town with fewer than 10,000 people. Since opening, I’ve found that my clients love great quality, fun styles, and, most of all, the comfort of knowing they won’t run into someone else wearing the same mass-produced frame. Offering unique styles has been truly special.

Blending Fashion and Optical
When it comes to eyewear, we all know lenses are the most critical part of the fitting process, and offering my clients top-of-the-line lenses is incredibly important to me. But eyewear is also fashion. A proper frame styling session should never be rushed. I like to take my time with clients to find the perfect frame that matches their prescription, lifestyle needs, and personality.

While eyewear is my heart and soul, in December 2023, I had the opportunity to expand into the neighboring suite and decided to open a clothing boutique. The fashion portion has been a wonderful addition because when people are walking around town, they’re less likely to step into an optical shop, knowing that glasses are a significant investment. But clothing is a smaller investment, and having a clothing boutique draws people in. Once they’re inside, it opens the door for them to return when they are ready for new glasses.

Creating Options for Shoppers
Before I opened I.SEE., many residents would drive 30 minutes or more to larger cities to seek out fun and unique frame options. Now, they can access high-quality, stylish frames and top-of-the-line lenses right here in town. This convenience has been a game-changer for many clients who no longer have to sacrifice time and effort to find the eyewear they need.

However, starting from scratch is never easy. Building a clientele in a small town takes time. When I first opened, I was surprised by how slowly word spread. You would think that in a close-knit community, news about a new business would travel quickly. I’ve found that particularly for a specialty business like eyewear, it takes longer to establish a customer base. With the addition of clothing in the shop, foot traffic has dramatically increased, and it also allows me to introduce new clients to my optical services. People are far more likely to wander in when they see clothing displayed in the window, and once they’re in, they discover that I offer much more than just clothing.

Making Connections with Clients
As the sole owner and employee, I do everything myself — from frame fittings to eye exams to checking customers out at the clothing register. When I’m working on a private fitting or exam, I post a sign on the door letting people know they need to schedule an appointment. If someone comes in and is interested in browsing the clothing boutique, they’re welcome to shop and let me know when they’re ready to check out. While it may not be a perfect process, it works for me.

Hagen helps customers pick out frames or clothes, depending on their needs. Photo Credit: Sara Hagen

Optical is still my number one priority, and I make sure to have personal discussions with my clients to learn about their lifestyle and help them find the perfect eyewear. My philosophy is quality over quantity. I want happy, well-cared-for customers who can’t wait to come back for their next pair of glasses.

Advice for Aspiring Business Owners
For anyone considering taking a leap and starting an optical shop from scratch, my advice is to believe in yourself and be persistent. There are no guarantees in business, but if you are passionate about what you do, and genuinely love your frame lines and know how to properly fit frames and lenses, your customers will see what makes you unique.

Owning a small business is not easy. It takes a lot of hard work and countless sleepless nights, worrying about what could go wrong. Even with all the “what ifs,” I wouldn’t trade this journey for anything. I love what I do, and at the end of the day, it’s incredibly rewarding. So, take the leap and follow your dreams.

Author
  • Sara Hagen, ABOC

    Sara Hagen, ABOC, has been a board certified optician in the state of California since 2010, and before then, she had been working in the optical field since 2008. Her career began in San Diego and has continued after moving to northern California.

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