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A Young OD’s Cold Open Pays Off For Look + See Vision Care

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From the start, Dr. Tammy Vo knew running her own practice was the way to go. In 2014, about a month after graduating optometry school, Vo signed a lease and began transforming the Austin-based space she found into Look + See Vision Care. “While my office was being built, I worked for other people,” she says, and adds, laughing, “I was like, ‘Well obviously I’m making the right choice, because this is terrible.’”

This article originally appeared in the August 2016 edition of INVISION.

Quick Facts

LOCATION: Dr. Tammy Vo
LOCATION: Austin, TX
URL: lookandseevision.com
OPENED: 2014
AREA: 2,250 square feet
DESIGNERS: Matt Fajkus Architecture (www.mfarchitecture.com) and Dr. Tammy Vo
EMPLOYEES: 2
TOP BRANDS: Garrett Leight, SALT, Brooklyn Spectacles
FACEBOOK: facebook.com/lookandseevisioncare
TWITTER: @lookseevision
INSTAGRAM: @lookseevision
PINTEREST: pinterest.com/lookseevision

Vo set up the practice with care, making every decision that goes into building a space from scratch. “I chose every piece that went into my office, every piece of furniture,” she says. “I drew out the shelves, and a millwork crew, Hatch, did all the woodwork.” Vo spent weeks deliberating over just the right stain of reclaimed wood — “gray and brown, but not too gray, and not too brown.” She hired an architect who had no experience in optical design, but whom she believed had a great eye for design. The process was a true collaboration.

When it comes to the reception space, anyone looking for old issues of Time and Money, or a TV in the corner need not apply. Instead, the area welcomes patients into a fun and interesting book collection, curated by Vo herself. The library includes things like Calvin and Hobbes, pictures of dogs under water and books of short stories. “I think people really appreciate and enjoy it,” she says.

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The music is also important. “We bump it through our Sonos speakers,” adds Vo, a former piano major and violinist in an indie folk band.

Once their wait is over, patients are treated to a personalized experience on which Vo prides herself. “I get to help people, and I see them back every year, which is cool,” she says. “Nobody dies in my office, so that’s great,” she adds, sounding relieved.

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Look + See has two full-time staffers: optician Alisha Sanford, and optician/receptionist Lauren Wiles. “Patients always know who they’re going to see,” Vo says. “I chose them very carefully, and I got very lucky.” She describes them as “opticians who also do everything else.”

When Vo says she chose her team carefully, she’s not kidding. “I think the main thing is trying to find people you can tell pay attention to detail, because that’s very hard to train somebody to do — to be aware of everything they’re doing, and not make silly mistakes.”

During the hiring process, Vo gave applicants math tests and evaluated their correspondence for grammar and communication style. As far as training them,she focused on one thing at a time. “My first employee was here when I was setting everything up,” she says, “so I collaborated with her. She’s a pretty experienced optician.Then we had to retrain my second. She came from [a chain], so we had to change her ways a little bit.”

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In addition to choosing her team with care, Vo chooses her frames with care. “I choose all the frames that come in because I love glasses,” she says.

Although Look + See has been open since 2014, Vo says it will be some time before she can confidently say that she’s out of startup mode. “That won’t end until I’ve hired another doctor and I’m killing it with passive income while I just hang out telling my patients I’m working hard,” she jokes. But then she gets serious. “I have so many ideas.” She plans to hire a technician, open another exam room to see more patients, and set up an in-house finishing lab, which is in the works. “I have so many things I still need to do.” 

5 Cool Things About Look + See Vision Care

1. KEYS TO SUCCESS: As an undergrad, Vo majored in piano. “I was like, ‘Oh, I’ll play piano all the time,’ but I also took all these extra science classes,” she says. During that time, she worked for a number of ODs. “My goal was to go to optometry school,” she says, “This the a perfect job for me.”

2. PERSONAL TOUCH: Offering their patients direct, personal attention is a priority for Vo and her team. Whenever possible, all three of them will each choose a few pairs of glasses for a patient to try. “The patients feel like they’re the center of attention,” Vo says. “and it’s a fun game of ‘Whose Glasses Are They Going to Choose?’” she jokes.

3. WELCOME TO THE NEIGHBORHOOD: Look + See brought a fresh look and welcome addition to its Austin neighborhood. “This was, apparently, an old print shop,” Vo reports. She’s been told the space was “just really ugly and smelly.”

4. SMALL-TOWN FEEL: Vo is originally from Houston and appreciates the relatively small size of her current city. “Austin has the community feel that I appreciate,” she says. “You’re not going to find any chain stores or restaurants on my street.”

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5. GIVING THANKS: When patients leave appointments at Look + See, they receive a thank you card for a free coffee. “We love supporting Once Over Coffee, the coffee shop next door,” she says excitedly, “except for when their patrons park in our parking lot.”

 

What the Judges Say

COLLEEN GALANTI: Kudos to Dr. Vo for going after her dream and making it a success. Her shop is sensational with that amazing lighting, cozy reception area and unique frame boards.

MARC FRANCHI AND JASON STANLEY: They obviously thought of everything when they created the space, even down to the music. We like that they give coupons for neighboring businesses to their patients, and they have a great social media presence.

MICHAEL KARLSRUD: You can feel the vibe looking a the photos. Everything in this store is an extension of it’s owner. The marketing is simple, fresh and not complicated, nor is the layout or experience one would expect. Very authentic and incorporates a total retail experience.

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America's Finest

A Florida Optical That Offers A Slice of European Style

Along with an inspiring tale of overcoming adversity.

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OPTIK! European Eyewear, St. Petersburg, FL

OWNERS: Anja and Edin Jakupovic; URL: optikstpete.com; FOUNDED: 2016; OPENED FEATURED LOCATION: 2017; EMPLOYEES: 1 part-time; AREA: 1,500 square feet; FACEBOOK:facebook.com/optikstpete; YELP: yelp.com/biz/optik-european-eyewear-saint-petersburg-2; INSTAGRAM:@optikstpete; BLOG:optikstpete.com/blogs/blog; TOP BRANDS: Wissing – OPTIK! bespoke line; Etnia Barcelona; Lafont; FHone; Dutz


QUALITY,” BELIEVES ANJA JAKUPOVIC, co-owner with husband Edin of OPTIK! European Eyewear in St. Petersburg, FL, “does not know a competitor.” In its confidence and sense of commitment, the statement says a lot about how the couple overcame adversity to establish a proudly high-end optical catering to the Tampa Bay area’s mix of the youthful and the seasoned, from tourists and artists to retirees.

Anja and Edin’s families fled war in Bosnia in the 1990s and lived in Germany as refugees before migrating to the U.S. After working in the optical field for 12 years, from big box stores to luxury boutiques (including a stint in which Anja returned to Germany to learn the ropes as an optician), she and Edin established OPTIK! in 2016, achieving a goal she had set years earlier — to open her own optical before she turned 30.

“As refugees we truly understand what staying strong means and bouncing back from hardship. We had to start life again not once but twice, and that experience … gave us the determination to do bigger and better things in life in order to have a better future,” she says.

OPTIK! is located in a high-rise condominium on centrally located Beach Drive. Anja describes the clientele as “Upper-class Baby Boomers that are in that stage of their life where they do not want to look the same as everyone else … We also cater to a lot of local artists that truly enjoy being ‘different.’” Almost as soon as the store opened, it began to attract VIP customers including members of the Tampa Bay Rowdies professional soccer team and IndyCar drivers.

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She designed and furnished the store herself; renovations were done with the help of Edin’s friends and family. Inspiration for the modern rustic floors, mid-century modern chairs and chandeliers came from fashion and home design magazines, and intensive online research. The frames are displayed on white floating shelves, “and we will soon feature a custom pegboard accessory section that we are in the process of building,” Anja says.

The store’s focus is independent European eyewear and accessories, and its best-selling line is its own bespoke OPTIK! frames from Germany. Customers can have these customized in any of thousands of color combinations via the online store. “No frame will ever appear twice on our shelves because we believe everyone should have their own individual look,” she says. The store works with independent labs to source advanced lenses.

OPTIK! didn’t waste any time establishing a presence in the neighborhood; among other community-based activities, it collaborated in a women’s book club, then held a trunk show exclusively for its members. At the end of its first year, the business held an exclusive party for residents of the Parkshore Condominium Plaza, which houses the store. “The event was a wonderful way to establish a ‘meet and greet’ with the residents that live above the store and introduce the brand to the community,” says Anja. In a move that typifies its marketing, OPTIK! even fitted out the local mailman (see Fine Story, page 63). The Jakupovics also give all their customers several business cards to hand out to friends or anyone who approaches them about their glasses.

Anja believes consistency in branding and service equates to quality in customers’ minds. “We keep our ads consistent … The same goes for our branding in store.” Every visit to OPTIK! starts with a ‘Welcome!’ and ends with “Please refer us to your friends and family,” she says, adding that consultations are never rushed and always come with a complimentary latte, macchiato or espresso from the mini coffee bar. “We walk our clients to the door, as if they were guests visiting our home.”

OPTIK!’s e-commerce shop is a logical fit for an optical with a private label, though Anja says it functions primarily as a “brand-recognition tool,” allowing for “heavier content on our website and therefore driving more traffic to the shop. It has helped people get an idea of who we are.” Additionally, it also features OPTIK!’s smart, nicely illustrated blog, which is strong on eyewear-related fashion posts and updates on the latest accessories.

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The resourcefulness and determination that were once necessities for survival have translated into business success for the Jakupovics. Says Anja, “As businesspeople, we have embedded this strength into our blood, and that is the only way we know how to operate now. If you want to do great things in life, you must take risks.”

PHOTO GALLERY (26 IMAGES)

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Five Cool Things About OPTIK!

1. GOT POLYGLOT? Anja and Edin Jakupovic both speak English, Bosnian and German; the latter in particular comes in handy in St. Petersburg’s tourist market.
2. GIRL BOSS! A self-taught entrepreneur, Anja draws inspiration from people like Sophia Amoruso, who also established her first business in her late 20s with no professional help and very little money.
3. SHOW TIME. OPTIK! always schedules a pickup time for eyewear, says Anja, “to ensure we prepare the final product on a presentation tray.”
4. GIFT WITH PURCHASE. All clients get a small thank you gift (it could be a box of European chocolates or a complimentary OYOBox for their eyewear collection) and a personal handwritten thank you card.
5. WEATHER REPORT. As far as sunglasses go, it’s hard to beat St. Petersburg, FL, as a location for an optical. The town holds the Guinness World Record for logging the most consecutive days of sunshine (768 days).

WHAT THE JUDGES SAID

  • Location, location, location! Very smart to be part of the retail community at one of the most desirable buildings in the area. There is a deep passion here. They’ve certainly put in the years learning the biz from the ground up to realize their dream. Robert Bell, The Eye Coach, San Francisco, CA
  • The business cards, logo and sandwich board are lovely. The blog is very interesting, definitely original content. The accessory board display is charming. Online presence channels pure love of eyewear. Natalie Taylor, Artisan Eyewear, Meredith, NH
  • I love the spaciousness. It feels organized which makes it easy to shop. A unique experience that any customer will enjoy. Smart to use locals as brand ambassadors. Jennifer Coppel, TURA, Inc., New York, NY

 

Fine Story: A Word of Mouth Brainstorm

Taking word-of-mouth marketing to new heights, OPTIK! decided to look around for local individuals they felt could benefit from a new pair of quality glasses. They found the perfect candidate in the local mailman, who wore over-the-counter readers for years. “We invited him in and educated him on our eyewear and lenses,” says Anja. “As a thank you for his daily service and to help him look and see his best, we offered him our state-of-the-art digital progressive lenses with all the necessary treatments and coatings completely complimentary.” The mailman later purchased a beautiful Lafont frame from OPTIK!; he gets daily compliments and has spread the word around town. “Not only does his new look change the way he sees and feels, but it has also drastically increased our client-referral base,” says Anja.

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America's Finest

6 of the Best Out-of-the-Box Ideas Dreamed Up by Optical Retailers

2018 has been a year for creativity in the eyecare business.

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IF INDEPENDENT ECPS share a common trait, it must be creativity. Here are six of the best out-of-the-box ideas dreamed up by optical retailers we’ve come across in the past year.

A Glaring Solution

“My area is overwhelmed with opticals and the only way to be truly successful is to differentiate yourself,” says owner Kevin Kretch of Eyes on Chagrin in Woodmere, OH. One of the many ways he does this is by removing demo lenses before showing frames to customers. “99 percent of our Rx glasses have anti-glare coating and most demo lenses do not,” says Kretch. “Therefore, cosmetically, the frames look nicer with no lenses at all than the demos on the shelf.”

Conversation Pieces

At Optique’s two locations in Austin, TX, owner Dr. Courtney Rhodes prides herself on making a study of what makes for top-flight service. Since 2009 she has analyzed what her team does from start to finish to find ways to improve her customers’ eyecare experience. One very cool touch that has resulted from this is having staff choose their favorite frames and place “Staff Pick” cards by them. Aside from highlighting certain classic and newer lines, “It also helps spark a conversation between the optician and patient,” says Rhodes.

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Sweet Surprise

How many eyecare practices come with a dietary warning? “Not for the calorie conscious!” entreats David Moore OD, owner of Clear Eye Associates + Optical in Fort Worth, TX. “Our customers receive a delicious custom cookie with a personalized handwritten note delivered to their home after their visit.” And that’s AFTER they’ve scarfed down the cappuccino, chocolate and craft beer available in the store while waiting in the comfortable lounge area!

In-House Bridge-Builder

One of the most consistent messages we hear from eyecare biz owners is that B2B networking almost always translates into better service for customers. So the benefits of having a networker-in-chief should be obvious. “We promoted our receptionist to Public Relations Coordinator,” says Holly Andersen, co-owner of Uptown Eyes in Fayetteville, AR. Twice a month this staff member creates gift baskets and goes to local businesses to share the store’s mission. Focusing on local businesses has not only been a great resource for the practice, but also helped Andersen and co-owner Megan Baureis build relationships.

Next-Level Recycling

Do your patients feel a twinge of guilt as they peel open and discard another daily contact lens foil pack? Whether they do or not, how much thought have you given this? At Falls City Eye Care in Louisville, KY, owner Michael Martorana OD and his wife Theresa have thought about it plenty, especially since they learned that these foil packs are so small they often get sifted out of the process at recycling plants and end up in landfill anyway. Now, they staple a note to every contact lens order that goes out, stating that patients who save their foil packs and return them to Falls City Eye Care will get a $20 discount on their next year’s daily contact lens purchase. “We also pledge the foil packs will make it to TerraCycle, a company that makes sure plastics that typically get sifted out of a traditional recycling center are, in fact, recycled,” says Theresa.

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Upgrade, Don’t Discount

Scarsdale, NY practice Eye Designs of Westchester were looking for a way to offer patients referred by other doctors a major incentive without using a monetary discount. Their solution was to offer free upgrades to blue light-blocking lenses. “In this situation,” says office manager Harris Decker, “the patients get a more advanced lens and we get to keep the value of our frames and lenses at a premium. Doctors that refer to us like this will plan [to do so], because they can be assured their patients will not only get a high quality product, but a blue light blocker as well.” Decker says the key for ECPs is to offers a value without making their products less valuable. He advises other ECPs to think about adding something at no charge, as opposed to discounting a certain percentage. “We’ve even begun to do this with patients not referred by other doctors,” he says. “If someone is spending thousands on a new pair of glasses, we might upgrade them to blue light blocking technology instead of offering a discount.”

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America's Finest

Cool Ideas and Clever Lighting Create the Ideal Frame-Selection Setting at This LA-Area Practice

A host of cool touches combine to create the perfect frame-selection setting at this Los Angeles-area practice.

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Optical Connection, Studio City, CA

OWNER: Armen Kanberian; URL: optical-connection.com;FOUNDED: 2002; LAST RENOVATED: 2017; ARCHITECT AND DESIGN FIRM: VVP Designs; EMPLOYEES: 3 full-time; AREA: 1,500 square feet;BUILDOUT COST: $35,000; TOP BRANDS: Jacques Marie Mage, DITA, Sama, Barton Perreira, Thierry Lasry; FACEBOOK:facebook.com/opticalconnection; TWITTER:@opticalconnect; YELP:yelp.com/biz/optical-connection-studio-city;INSTAGRAM:@opticalconnection


WHEN ARMEN KANBERIAN SET up Optical Connection in Studio City, CA, in 2002, his aim was clear: “To give spectacle wearers more choices in a market that’s been tainted by mass-production.”

The name of the business’ home city, a well-heeled corner of Los Angeles’ San Fernando Valley, reflects its close relationship with the movie industry, which dates back to the silent era. “I always loved Studio City and I knew it was a hub for the entertainment industry,” said Kanberian. But while Optical Connection has a distinct glamour about it, he doesn’t seem that interested in showily linking his clientele to the industry. To his mind, the main quality his customers share is that they “want something special.” To oblige them, Optical Connection has created what Kanberian calls “a culture of people who love independent brands and appreciate our knowledge and unique eyewear.”

After securing a loan from relatives, Kanberian set about planning a “minimalist, modern design.” The interior is simple, smart and elegant with a blue, gray and white color scheme that is applied throughout the store and its branding, starting with the spectacles-like “OC” logo. The subdued hues allow the store’s first-class lighting effort to do the work and let the eyewear take center stage. Most of the store’s wood and paint finishes are gray, while the display shelves, showcases, desktops and furniture are neutral/white, offset by blue accent walls. According to Kanberian, “The lighting…draws the visitors’ eyes immediately into the extraordinary frame collections, making them the focal point of the store.”

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Optical Connection is set apart by a host of cool touches from the seating to the brightly lit frame trays to the selfie wall — all of which serve frame selection. Cleverly, the store’s signature hashtag, #WELLFRAMED, adorns the selfie wall. “Recently we had a client who bought a dress with glasses and came in just to take pictures with the selfie wall,” says Kanberian. It’s just one of multiple showcases designed to allow customers to view and try on eyewear. “We want our clients to feel comfortable and [that they] have our full attention,” Kanberian says.

The emphasis is on “independent,” “unique,” and “out of the mainstream” eyewear sourced from around the world (see Top Brands, p. 59) and clients get sneak peeks at trunk shows every couple of months.

More than one of our judges were struck by Optical Connection’s skilled use of social media, particularly its well-followed Instagram, which Kanberian describes as “an integral part of connecting with our clients and branding what is trending. We also connect with our clients to promote our trunk shows and events.” He has found it’s a particularly effective way of promoting lesser-known eyewear lines. “In the last few years, with independent brands our clients have appreciated the stories we post.”

Kanberian goes to special lengths to praise his team’s contribution to Optical Connection’s success (see Fine Story, at right) starting with Dr. Ruth Lipson, an OD with over 30 years’ experience who has been with the practice since day one. Her optometric services are enhanced by the store’s on-site lab, which Kanberian says improves turnaround time and responsivity to special requirements. The practice is not a provider with any insurance companies, but will help clients submit out-of-network forms.

Distilling the lessons he’s learned during more than 16 years of running the business, Kanberian attributes Optical Connection’s success to “being honest and listening to our clientele. Seeing the final product when my clients come to pick up their glasses are all the reasons why I continue to keep the business fresh.”
 

PHOTO GALLERY (15 IMAGES)


 

Five Cool Things About Optical Connection

1. PHOTO OP. Optical Connection’s selfie wall is decorated with patterned wallpaper from the U.K. and the business’s signature hashtag, #WELLFRAMED, in neon. Kanberian credits L.A.-based VVP designs for helping him realize his vision for the store.

2. REACHING OUT. For the past decade, Optical Connection has been participating in events at more than half a dozen neighborhood schools, and making donations to them. “This gives us an opportunity to get to know the community,” Kanberian says.

3. PAWSITIVITY. For the past year, Optical Connection has been selling gift items on behalf of animal-rescue charity Tails of Joy. All proceeds go to the organization.

4. CONNECTIVITY. Optical Connection’s well-tended Instagram has more than 5,000 followers. And regularly informs clients about trunk shows and other events, as well as lesser-known independent frame lines.  

5. LOOKING GOOD. The practice’s branding scheme, from its spectacles-like “OC” logo to its tote bags to the wall of its optical feature a sharp, common three-toned color scheme that work well with the store’s sophisticated lighting.
 

WHAT THE JUDGES SAID

  • The store interior is chic and designed towards a client relationship where the optician is the central conduit in the frame selection discussion. The selfie wall was a great solution to an area in the store that was serving no function. Cultivating relationships with local schools is a great way to bring Optical Connection to the attention of busy parents and demonstrate the practice’s commitment to the community. Brent Zerger, l.a.Eyeworks, Los Angeles, CA
  • The interior of this place looks great. I really like the use of the lights in both the displays and above them. Great looking seating and other small touches. The Instagram images are fantastic and make me want to stop by this place and shop. Michael Kling, OD, Invision Optometry, San Diego, CA
  • The lightbox portraits in the walls are such a unique feature, as is the neon #WELLFRAMED sign. The light-up frame trays are awesome. Great branding through gift bags. The high-end photo shoots do a lot to elevate the brand. Natalie Taylor, Artisan Eyewear, Meredith, NH

 

FINE STORY

Optical Connection owner Armen Kanberian repeatedly singles out his staff for their contribution to his business’s success. “I am so thankful to have an amazing team with knowledge and exceptional customer service. We have the best, most experienced opticians. Among them is Janine Willenberg from Australia. She wins most of our clients from the word ‘Hello’ with her bubbly self. Her experience and expertise are the best, along with her being passionate about helping our clientele see and feel great.” Another key player is Dr. Ruth Lipson, the in-house optometrist. “The newest addition is Dr. Tamar Kaloustian — their long experience brings so much to the business,” Kanberian says. The team meets for quarterly meetings and coaching by vendors in the newest products and technology, and gets to know customers at the practice’s trunk shows multiple times a year.

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