Putting the ‘Indie’ in Independent Eyewear

I opened my practice, ForSight Unique Eye Care & Eye Wear, in Savannah, Georgia, in August 2019. As both a doctor and a patient, I wanted my practice to be different from anything I had experienced up to that point in my career. I aimed to create an environment that looked distinct from typical retail settings. I envisioned a higher level of customer service and a carefully curated selection of products. I also wanted exams to be intimate, personalized experiences. From the start, I designed my practice to be warm and welcoming, and one way I achieved that was by offering independent eyewear.

Getting into Independent Eyewear 
I’ve worn glasses since childhood. Even at a young age, people often complimented my frames, so I knew I wanted to wear something unique. By the time I was in optometry school, I knew that wherever my career took me, I wanted to remain independent and work with other independent businesses.

During that time, I began learning more about independent eyewear and compiled a spreadsheet of every independent eyewear company I could find. I turned to social media, researched companies from other countries, and looked into each company’s philosophy. I was particularly drawn to companies that focused on sustainability, gave back to their local or global communities, and recycled materials. It was also important to me that, if a company sold online, they encouraged customers to visit physical offices for frame fittings, styling sessions, and/or for lenses. Another key factor was forming partnerships where the company understood that if they helped me be successful with their collection, that means we would do more business with them. It is a partnership that requires both. 

The first independent eyewear line I brought into my practice was Anne et Valentin, a pioneer in the independent eyewear world. Without partnering with them, other independent brands were hesitant to work with me in the beginning. Once that relationship was established, I was able to bring in other luxury collections such as Matsuda and Dita. We also carry Europa and ECO, which are independent brands that have a more comfortable price point for some of our patients who are trying to be more price conscious. 

Introducing Patients to New Things 
Our community in Savannah is diverse. We have students from the Savannah College of Art and Design (SCAD), many of whom come from wealthy backgrounds and foreign countries. In addition, we serve SCAD professors, a large retirement community, medical students at Mercer Medical School, and we care for many of the doctors in the community. 

With such a wide range of patients, it’s important to us to offer collections that are quality and unique like the people of our community. While many of my patients appreciate our unique frame collection, there are still those who ask for familiar, big-name brands that we don’t carry. Recently, I started working with the Optical Success Academy, which has been instrumental in helping me educate my staff on how to guide patients to understand what we offer and why. We introduce them to independent eyewear by explaining how the frames are made, where they come from, their philosophy, and whether they’re sustainable. The younger generation is especially interested in sustainability, so we make sure to highlight that aspect of certain collections.

Addressing the Price Question  
Price is another factor we sometimes encounter with patients. However, we explain that we offer products with a two-year warranty, fitted by experts, and designed to last. Plus, our frames are guaranteed to get compliments! If you’re not getting compliments on your current glasses, it might be time for an upgrade.

I’m also unapologetic about our pricing. While some may complain, I stand firm in my belief that we aren’t for everyone, and that’s okay. I’m not trying to cater to everyone. I offer a unique service and product, and I know the value of that.

Put Your Staff in Frames
All of my staff members get eyewear, at least one pair per year for free, and they always have the option to purchase at cost when they want more. It’s important to me that my team wears the products so they can share the love for the collections that we hand select. I firmly believe that when team members wear frames they love, it helps them sell. Often, my optical manager and opticians will sell frames they’re wearing because the patients love them too.

You have to involve your staff in the process. I used to handle much of the optical purchasing myself, but I realized I was holding them back. If they’re not choosing the frames they have to sell, it’s harder for them to make sales. Getting everyone involved and invested makes a big difference when they’re talking to patients.

Boost Your Revenue
If you’ve considered making the switch to independent eyewear but are unsure how your patients will respond or where to start, my best advice is to take the leap. Independent eyewear can significantly increase your profit margin. Increase in number of sales doesn’t always mean more revenue — what truly matters is the profit you walk away with. This decision can transform your practice in a big way