Optical Jewelry
COMPETITION FOR THOSE HARD-TO-COME-BY EYEWEAR DOLLARS!
By Denise Solay
All of a sudden you realize that you are in competition with every type of store, from clothing and jewelry and restaurants and shoes and electronics, etc. for your customers more discretionally constricted and carefully spent dollars.
It’s not just the other chic eyewear store around the corner or the new one at the other end of town.
Instead of buying three or five pairs of new frames from you, your customer’s are probably making do with one new pair and an updated prescription on another pair they already own.
Your clients are being careful about how they spend in this shaky economy. No matter how much they have, they’re no longer spending the way they used to.
So how are you going to lift your battered bottom line?
You could put an ice cream cart just inside your front door. Or, take in laundry.
Or, you could look to other eyewear related products that might intrigue them and create a supplemental sale.
Of course, I’m speaking about Eyewear Jewelry. (What else would you expect from me?) But I’m serious. New glasses are expensive to replace if they’re lost or damaged.
You care for your clients. You don’t want them to have to come back soon and (begrudgingly or embarrassed) have to purchase another replacement pair. You can show your compassion and understanding when they’re buying that first pair by recommending coordinating Eyewear Jewelry to preserve and protect them. And, to save them the expense of having to trudge down the street to spend their limited accessory dollars at some obnoxious jewelry store that will flatter their egos with “You look maahhvlous dahlink”. These are real jewelry necklaces that also can be used to hold their eyewear, not some chintzy craft fair granny chains.
So, do your part to boost your economy and help your more fashion conscious customers enjoy their new glasses for a longer time. And, remind them, that it’s a better investment than a new pair of shoes that no one will see when they’re sitting at a table trying to read a menu at that newly reborn, fashionably downscaled chic restaurant where they’re spending money that should have been yours.
DENISE SOLAY DESIGNS Eyewear Jewelry www.solayeyes.com
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