Sell your eyewear in a local bookstore. (Maybe a nice selection of readers for impulse buys? Or a window display of fabulous fall frames among the new bestsellers?) Better yet, sell books in your eyewear store. Take a page from Warby Parker, which hosts parties for authors and offers books from a collection of independent publishers in its brick-and-mortar stores. Tie your business to the act of reading by selling a curated collection of books, hosting a book-of-the-month club, throwing parties for authors, or sponsoring a reading contest at a local school.
This article originally appeared in the October 2015 edition of INVISION.