America's Finest

America’s Finest: Sight Optical

Published

11 years ago

July 1, 2014

INVISION Staff

America’s Finest: Sight Optical

SIGHT OPTICAL GRAND RAPIDS, MI

Mike McConnell was new to retail when he started Sight Optical Boutique, but he wasn’t new to the eyewear business. After a dozen years working in high-end eyewear sales and distribution, McConnell founded the business on “bringing unique, fine and independent eyewear to our market.” It’s working: Since a 2011 launch, the operation has grown from a one-man show to a two-location business with three opticians, two optometrists and plenty of buzz. (McConnell also owns Eyedentity Optical Boutique in Holland, MI.) — James Ritchie

5 cool things

1 McConnell likes to challenge his customers. If someone claims to like round brown frames, that’s the last piece he brings out. “We like to show people how great they look in frames they never would have tried,” he says. “They usually fall in love with the ‘new look.’”

2 Once a quarter, Sight Optical becomes an art gallery. At events called “Art in Sight,” the shop brings in a local artist for a night. “We co-market with the artist, allowing each of us to tap into a new group of potential customers,” McConnell says.

3 McConnell decided to have optometrists on site because he sees “patients” as being more loyal than “customers.”

4 Pets are welcome here. A recent post on the business’ Facebook page reads, “With the weather getting warmer, do not worry about leaving your animals in the car.”

5 The store’s core customers typically show no reaction whether the price is $400 or $1,000. “They’re buying service,” McConnell says. “They want hand-holding.”

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