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The Quality-Over-Quantity Optical

Frameology Optical was born of Stacy Daniel-Murphy’s frustration at having her creativity and opticianry skills stifled by industry norms. Few opticals so defiantly express an owner’s personality.

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Frameology Optical, East Syracuse, NY

OWNER: Stacy Daniel-Murphy; URL: frameologyoptical.com; FOUNDED: 2013; OPENED FEATURED LOCATION: 2017; AREA: 1,400 sq. ft.; EMPLOYEES: 1 full-time, 2 part-time; TOP BRANDS: Theo, Anne et Valentin, Matsuda, Wissing, SALT, Etnia Barcelona; FACEBOOK: facebook.com/frameologyoptical ; INSTAGRAM: instagram.com/frameology ; YELP: yelp.com/frameologyoptical


ASK STACY DANIEL-MURPHY, owner of Frameology Optical in East Syracuse, NY, how it all got started, and she’ll tell you, “It’s a long path to a short history.” Emerging from that long learning curve is a business that embodies the spirit of independent optical retail: uncompromising core values, financially realistic, flying the flag for beautiful, well-made eyewear, and convinced that quality service can only be delivered by ECPs with a free hand to make good choices for their customers.

Daniel-Murphy had been in the business 20-plus years before she struck out on her own. She’d learned the ropes, becoming a licensed optician and earning a degree in finance. In 2014, after a six-year stint running a bead store, she found herself back with her old doctor, chafing under their conventional approach. “I was extremely frustrated with insurance companies dictating lens styles, and with the quality of work their labs put out.” It was time.

Just as she was getting started, a personal crisis threatened to become a professional one; a key source of funds dried up as she and her husband divorced. Switching gears, she took out a loan and covered a few bills on credit cards (not something she recommends).

Daniel-Murphy was adamant about not taking insurance, insisting on total freedom to choose labs, lenses and designers. This meant forgoing a key business driver; without insurance, “There is no real way to get people in the beginning.” So she planned for low sales and cash flow: eight pairs of glasses per month for the first eight months. “I was pretty much correct!” She set aside $8,000 the first year and did TV, print and digital. “I visited optometrists, even if they had an optical, to explain what I do and ask them to send patients my way that wanted something different.” Her ad budget has since dropped, with Google and referrals driving 90 percent of Frameology’s clients. “I am a huge believer in SEO.”

Drawn to Theo, Matsuda, Etnia Barcelona and the like — frames that are “colorful, fun, stylish, high-quality and comfortable” — Daniel-Murphy now finds most of her lines on Instagram. She was disillusioned at her old job with the styles and quality of designer licensed names. “I was frustrated about the fit first, then the style.” She was disturbed to see people spending $250-$400 on a frame only to find it was either uncomfortable or flimsy. “More than half my day was adjusting, repairing, or redoing lenses. I wasn’t fulfilling my inner optician/fashion-conscious self!” Independents, she found, “create frames that look good and fit; the temple fits over the ear, the enamel doesn’t chip, they use the best acetates so the frame stays in shape. Since I’ve been fitting these awesome frames, my adjustments and repairs are maybe one out of 15. I enjoy being an optician again!”

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She designed her space “not to feel like an optical, but to know that it’s clearly an optical when you walk in. There’s nothing traditional about it; there’s only things that make me feel at home.” The comfort is offset by interesting touches like a corrugated steel wall, copper ceiling, recycled furniture and a spiral staircase. The eyewear is integral to the design. “It’s easy to get caught up in decorating, but I try to step back and let the frames be the ‘art.’”

She’s come a long way from “begging friends to have lunch, doing Sudokus and Pinteresting like it was my job.” The key takeaway from the early days? “Patience. In optical, it’s a necessity! I worked with every single customer to build a foundation and get strong referrals. I didn’t deviate from my business plan — quality sales not quantity — and it is slowly paying off.”

Opticians, says Daniel-Murphy, are the pharmacists of the optical world. “We specialize in lenses and prescriptions. There are so many options it’s mind boggling!” Her job has always been to find the optimal fit and lens. Now, it seems she’s found a way to have a really good time doing that. “I sell the frames that I love and the lenses I believe in; it’s a good way to spend a day.”

PHOTO GALLERY (17 IMAGES)

Five Cool Things About Frameology Optical

1. SELF SERVICE.   Frameology’s selfie station consists of an iPad mounted on the wall. Customers can snap a photo and email or text someone for their opinion. “Customers feel comfortable about sharing the pictures which helps them make a solid decision,” says Daniel-Murphy.
2. OUT AND ABOUT.  Daniel-Murphy decided in 2016 to take her trunk shows off-site. “A friend owns a beautiful hair studio with lots of space. She has a great clientele and they all love the frames she wears (she owns over 50 of mine!) so we decided to have the show there. It was a huge success… By having the show offsite, I was able to get my name out.”
3. EXPERT TOUCHES.   The design of Frameology is basically hers, but Daniel-Murphy had some help from architect Craig Polhamus with lighting and display placement, and she also credits Dana Durdarchik, “an incredible wood worker who tolerated my changes.” The name itself is the result of “a few good friends plus wine.”
4. BRINGING IT TO THE TABLE.   Frameology boasts an 11-foot dispensing table that seats six people, which Daniel-Murphy says “encourages conversation and allows multiple people to help in the selection process. I love when there’s a bunch of us just laughing and having fun, that’s when I realize how much I really do enjoy what I do!”
5. FULL CREDIT.   Holding a Bachelor’s in finance “helped immensely,” Daniel-Murphy says. “It taught me how money works, how banks and loans work, and it especially taught me valuable accounting skills. I had a pretty good understanding of cash flow, expenses, liabilities and profit.”
 

FINE STORY

Reflecting owner Stacy Daniel-Murphy’s passion for beautiful eyewear, as well as her skepticism about what established luxury brands really have to offer, Frameology Optical seems a perfect fit for its community. “Syracuse,” Daniel-Murphy reflects, “can be a tough crowd.” But it suits her to a tee. “I’ve lived here many years, graduated from high school here and love it. We aren’t the richest or hippest city in the country but we like art and originality. My clientele are people who like service mainly.” In a previous life, as an optician for-hire, she knew she was going to have to educate herself about “color, different materials and styles of eyeglasses” because “there wasn’t any in Syracuse.”. Now that she’s done that, “I love what I do and hopefully it shows.”

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WHAT THE JUDGES SAID

  • The philosophy stated on their website: “To promote self-expression through distinctive, handmade artisan eyewear while being focused on superior customer care.” Folks, it doesn’t get much better than that. And having an optical trunk show off-site at a hair-studio? Sheer brilliance! Robert Bell, The Eye Coach, San Francisco, CA
  • Nice airy open floor plan with a few nicely placed industrial materials on the ceiling and walls. Jack Verdon, Verdon Architects, San Francisco, CA
  • Frameology has a beautiful esthetic. The word ‘cute’ comes to mind, but that doesn’t fully capture the experience that customers can expect. With her years of experience, Stacy’s design has the shopping experience dialed in. The use of color reduces the barrier many customers face when choosing something bolder for their own face.James and Dr. Laura Armstrong, Alberta Eye Care, Portland, OR

After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at heath@smartworkmedia.com.

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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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