Cathy and I love wearing unique eyewear but we are in the optical biz so we should be a little more daring but what about the general optical consumer? We know that certain optical retailers specialize in marketing unique eyewear and we thought it would be interesting to find out more about the subject from an optical retail point of view.
Ruth H Domber - 10/10 Optics
We spoke to Ruth Domber, owner of 10/10 Optics, a high end optical retailer in New York. Ruth is really passionate about her business and customers.
1. How does 10/10 Optics market to the type of optical consumer that is looking for more unique eyewear?
There is no better marketing than recommendations from happy customers!
We invested a lot in the business about three years ago by hiring management consultants and implementing their recommended training and management leadership. We have highly trained staff, leadership and a co-operation between the staff and management all dedicated to the same mission.
2. Is location the most important element of marketing to customers interested in more unique eyewear?
Yes, it is important 10/10 Optics in a beautiful location but cleanliness is just as critical! It is good to be in a wealthy area but really the secret is to focus on the target market.
3. Does 10/10 Optics eyewear cost a lot more than the average eyewear sale?
We do offer sale and some lower priced selections but never junk. Our lowest price is about $89 and highest $1500 with the average between $500 and $750 which is higher than the average retailer. This is our market and we focus on it but we do have some product for that customer that does not want to or is unable to spend as much.
4. How do you make decisions on what eyewear brands to sell?
- I look for unique frames that are not generic and will not compete with each other.
- I try to fill different product niches and price points
- I buy eyewear collections that are artistically interesting
- I only work with vendors that do not have back orders and that will exchange product when needed
- Vendor support is critical for example being listed on the vendor distributor location websites and
Frieze Frames Red Vega
5. You recently added Frieze Frames to your eyewear product selection – What do you like about this eyewear line specifically?
- Frieze Frames have translated vintage styles into a contemporary, less heavy but unique collection that is fun and youthful
- They have made small changes in design and the angle of the lenses so that the scale is more relevant to the times
- They have a vintage but not a flea market look
- They have found the fine line between “old lady” and “edgy”with beautiful optics and design
- Frieze Frames are perfect for the optical consumer that considers as eyewear a fashion accessory as well as a primary accessory
- Some optical consumers will wear this frame every day as they are about fun and fearlessness
- I liked the owners of the company, Marc and Jason, they are excited about their products and know what the customer wants
6. What do your customers like about 10/10 Optics?
Our expertise, eyewear products and service are important but most of all they know we are honest and ethical.
7. What do you at 10/10 Optics like best about your business and what you do?
I love getting paid for making people happy and I am good at what I do and I can make people look wonderful and see well, it is a good feeling.
My favorite quote from Ruth ” You can never make yourself look younger but never pay money to look older. Value translates into attractive glasses with perfect vision”
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