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The Man, The Brand, The Store

For this Andover, MA optician and his family, true independence in business and style is the only way to go.

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Todd Rogers, Andover, MA

OWNER: Todd Rogers Berberian; LOCATION: Andover, MA; URL: toddrogerseyewear.com ; OPENED FEATURED LOCATION: 2014; FOUNDED: 1999; AREA: 1,900 square feet;; EMPLOYEES: 3 full-time, 2 part-time; BUILDOUT COST: $300,000; ARCHITECT AND DESIGN FIRMS: Todd Rogers and Leigh Berberian, Tim Latrell – Newell Farm Builders; TOP BRANDS: Barton Perreira, Face à Face, Orgreen, Todd Rogers, Lindberg, Dita, Thom Browne, STATE; FACEBOOK: /toddrogersandover; TWITTER: /toddrogerseye; INSTAGRAM: /toddrogerseyewear


THE SPACE AT 18 PARK STREET in Andover, MA, now called Todd Rogers, was previously a historic bar and grill. A crooked, two-story building in the heart of downtown, it was perfect for Todd Rogers Berberian and his dream of owning a commercial space. With careful consideration given to Andover’s Historical Commission, in 2014 Todd and wife Leigh gutted and redesigned the shabby 1840s space.

Still a little crooked, the exterior sports patina’d goosenecks and authentic New Orleans gas lanterns hinting at the experience that awaits customers inside: the perfect blend of old and new.

The old was easy thanks to the building and its centuries-old exposed beams, but how to incorporate the “new”? Luckily, Leigh Berberian had handy inspiration. “Todd said, ‘I want it to look like me. If I were a building I’d want it to look like me,’” she says. “I took a good look every day at what he wore, what his proclivities are, and what people already associated with him. It was a collaboration between the two of us every step of the way and I think it ended up looking just like Todd as a building!”

She started with his hometown, Somerville, outside Boston. “It’s got some real gritty history but Todd’s also kind of refined, so I wanted to make sure the space felt like that old school, local hangout where people walk by and wave to each other, but be refined and gentlemanly and not so masculine that females didn’t feel at home in it,” Leigh explains. “I always say Todd is that guy that every guy wants to be friends with and who makes elderly women blush. He just has that kind of general appeal. So, we went into the design saying, ‘How can men and women both fall in love with this space?’”

They started by repurposing the original bar. “It tells a story and it’s bulletproof. It’s been stained, drooled on, spilled on, I’m sure thrown up on. All this stuff,” shares Todd. So, they  made it into their check out desk and dispensing tables. “So many people will rub it and say ‘Oh, I’ve had many a drink at this counter.’” The back of the bar where the liquor shelves were was refinished and stands in for frame boards. “It fits eyewear really, really well,” adds Todd. “I love the fact that it has some holes in it, some dings and cigarette burns all over it. It tells a tale. It shows its past and history.”

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They’ve had lots of fun with the space, including a riff on a famous fashion logo. “I used a lot of PhotoTech, which is digitally printable wallpaper. Instead of buying something, we customized everywhere we wanted large wall murals or patterns,” shares Leigh. “We’ve got our ‘Louis Vuitton’ wall with the logo replaced with all Todd Rogers logos.”

‘Signed’ pictures line the walls of the optical with such glasses-wearing notables as Marilyn Monroe, Harry Potter, and Gandhi. “The idea is that all these people have gotten their glasses from Todd over the years and people think it’s hysterical,” she explains.

Both are huge fans of The Kingsmen and — in a nod to British spy movies — have included a collection of Todd Rogers-branded accessories fashioned after accessories displayed in the movies.

There is a wall of album covers and collections of hard covered books with titles like Evil Genius, Prision Days and Nights and Are Men Necessary? “We actually scoured used bookstores for the funniest ones we could find,” Leigh says.

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The design is beautiful restoration meets Kartell meets your local bar, but Todd Rogers also offers the latest in lens finishing and eyecare tech. In a corner, behind glass, is a state of the art lab. They finish 95 percent of their lenses in-house and offer complete customization. They are also the only Boston-area EnChroma lens dealer. “We’re independent in our lens lines as well and we’re all about educating our patient base,” explains Todd.

There is an optometrist on site, Dr. Charlene Glynn, who has been the resident OD with Todd Rogers, and his previous practice Andover EyeCare, since 2010. In addition to providing comprehensive eye exams using an Optomap, she is experienced in pediatrics, contact lenses and ocular disease.

But it’s not all cheeky touches and fancy tech. Todd is on a mission. “The most important thing I’ve learned in my 27 years as a licensed optician is… properly educating our clients is the non-negotiable job of every optician. Knowledge is what will keep our vocation and our craft relevant.”

It’s a topic he can wax poetic on: “We, as a society, champion the best in automobiles, the finest in wines… yet consumers will easily be lured by the cheapest eyewear. It boggles my brain.” Asked why his glasses are more expensive, he educates his clients on “the technology behind each brand and why I align my business with these lens companies.”

His plans for the future? “F*cking world domination!” He’s kidding… mostly. “We’re looking to stay who we are and to not forget where we came from. But we want to continue to grow and become a name in the industry that when someone says, ‘Hey man, I’m looking for a really great frame,” people say, ‘You should really check out Todd Rogers. They’re the real deal.’”

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Five Cool Things About Todd Rogers

1. WORLD DOMINATION: Todd Rogers is also home to the headquarters of Todd Rogers Eyewear, an independent wholesale frame brand. While the shop is known as the flagship store, the collection designed by Todd is distributed to over 600 independent practices in the U.S. and Canada.
2. LATE FOR DINNER: At the Berberians’ wedding, many on the guest list started out as clients. Never do business with friends doesn’t apply at Todd Rogers. The downside? Todd is often late for dinner, because he’s having too much fun at work.
3. COMMIT: “Commit to the Turn.” It’s a phrase Todd has been saying since he was a kid. “When I went independent in the office or when I decided to do the frame line, we said, ‘OK, we got to commit.’ So, for us, as a family, as an optical family, as a frame family, as the all-encompassing eyewear family, we’ve said if we’re going to do this, we’re going to commit to the turn and the turn is true independence.”
4. ALL THE FEELS:  “Our marketing is really fun,” shares Leigh. “If you poke a small emotion inside someone with your marketing they are going to remember you. We do full page ads when we market in local magazines and tend to use ourselves, our family, our staff. It can be about eyesight over a lifetime with a heartwarming photo of our children or everybody naked behind a big banner that says, ‘All you need is a great pair!’”
5. READ UP: There are so many little design touches that Leigh added museum-like place cards; if you’re waiting to pick up your glasses or be seen by the doctor, you can read all the little asides that tell you why they made the design choices they did.

FINE STORY

Winning awards isn’t the be-all and end-all of a successful business … but it doesn’t hurt. In addition to being named this year’s America’s Finest Optical Retailer first place winner, Todd Rogers also won the inaugural “OPTImum Independent Retailer of the Year” at this past Vision Expo East, which celebrates independent boutique retailers by showcasing their products, storefronts, visions and — most importantly — their stories. But that’s not it for the accolades. In 2017, Todd himself was named “Optician of the Year for Massachusetts.” His response upon receiving the news? “All I could afford for years was peanut butter sandwiches. Let’s go get a steak.”

 

JUDGES’ COMMENTS

  • Jennifer Coppel:Todd Rogers seems to consistently deliver charm and authenticity in all aspects of his business.  From the comfortable yet artistic interior of his store to his playful advertising campaigns, he connects with his clients and delivers a high level of professionalism.
  • Dr. Mick Kling:Very unique space. What sticks out are the unique and creative ways they’ve displayed not just their eyewear, but also some of the pictures and frames. It looks like they’ve spent a lot of time thinking about ways to be creative and unique. They seem to be on top of their social media, and get quite a bit of press.
  • Robert  Bell:What is often missing in optical retailing is the story. Today the story is harder to tell well because it must be told, engagingly, in everything one does. One must live the brand! Todd Rogers is one master storyteller. Their marketing pushes the envelope and, somehow, makes me think they’re challenging me to come up with reasons not to shop with them. I’m a fan of “less is more” in an optical retail shop. But, every once in a while, someone comes along, breaks the rules and does it extraordinarily well.

Having built a career in service journalism, Dee has been covering the eyecare industry for over a decade. As editor-in-chief of INVISION Magazine, she is passionate about telling independent ECPs stories and can be reached directly at dee@invisionmag.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

This NYC Eyewear Boutique is Simultaneously Fashion-Forward and Enamored with the Past

Bond 07 by Selima is a magnet for eyewear fanatics.

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Bond 07 by Selima, New York

OWNER: Selima Salaun; URL: selimaoptique.com; FOUNDED: 1993; OPENED FEATURED LOCATION: 1998; EMPLOYEES: 18 full-time, 2 part-time; AREA: 1,600 square feet; TOP BRANDS: Selima Optique, Ottomila 8000, Megane & Me, Groover Spectacles, Smoke & Mirrors;FACEBOOK: facebook.com/Bond07bySelima; INSTAGRAM: @selimaoptique; YELP: yelp.com/biz/bond-07-new-york


A NATIVE OF THE French Riviera, Selima Salaun began her career working for luxury frame designers in Europe before moving to New York to manage the Alain Mikli boutique. She opened her first retail boutique in New York’s SoHo district in 1993, and quickly established it as a hot spot for creative personalities, who were drawn to the handmade craftsmanship of her Selima Optique frames. Her ability to customize frames into unique pieces, and her equally unique personality (anyone who has had the opportunity to interact with Salaun knows she’s one of the great personalities of the optical world), have become highly valued and made her, among other things, something of an ECP-to-the-stars.

Both a trained OD and a licensed optician, Salaun credits much of what she’s achieved to her French schooling. Going to school in Morez, the “optical capital of France,” she was required to learn “everything from design to doing eye exams, lens cutting, soldering — I really mean everything.”

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When she moved to Manhattan, she soon developed an obsession for SoHo, which was then the epicenter of art and culture. “Walking around I found this stunning store for rent. It was derelict but my husband Jean-Marie totally renovated it and made it the jewel it is today.” The keys to a good location, she says, are “Atmosphere, ambiance, fun neighbors. It’s about a feeling.” So far, she’s found that feeling in six locations: four in NYC, one in Santa Monica, CA, and one in the Place des Vosges in Paris. It was in 1998 that she ventured north of Houston St. to open Bond 07 by Selima. This is a true NoHo boutique, with the eyewear displayed largely by aesthetic, color or theme, much of it in small brightly hued trunk cases stacked on antique wooden tables, and in retro glass cabinets. Fun, colorful eyewear-related artwork adorns the walls and thoughtfully curated window displays.

Bond 07 is a key outlet for Salaun’s passion for vintage styles. (This goes beyond the eyewear: In among the Marc Jacobs shoes, Balenciaga dresses and even brightly colored tableware, advertised on the store’s Facebook page recently were a vintage Gucci leather jacket and a vintage Christian Dior set once worn by Gladys Knight.) The store holds a large vintage eyewear archive along with contemporary lines. Her own brand, Selima Optique, is largely inspired by styles originating from sources in fashion and cinema, but she says her greatest source of inspiration has always been her daily interaction with clients.

Rounding out the service is a part-time OD in Salaun’s SoHo store; Selima also has her own lab.

Entering Bond 07, a customer can be in little doubt that the eyewear selection is going to be part of a broader fashion experience, though Salaun acknowledges that most of the store’s clients are already, in her words, “eyewear fanatics” who are looking for a new, unique pair of frames. “When working with customers,” she says, “you start to develop a psychological understanding of their character and personality. It almost turns you into a therapist in some ways, as you grow closer with them and they start to feel more comfortable sharing their thoughts. This is a very important and valuable characteristic of developing strong relationships that last beyond the store itself.”

Illustrating this, most of the frames created for the Selima Optique brand are named after Salaun’s friends, colleagues, and clients. “Every frame has a history,” she says. “Most employees who have worked at Selima Optique have a frame named after them.” Salaun’s fashion cred is part of her brand; the possibility that a trip to Bond 07 could get you styled by Salaun herself is held out as a genuine selling point.

Selima Optique’s online store is, unsurprisingly, a prominent feature of the website, but Salaun is still a firm believer in the idea that online plays a supporting role. Asked if she sees online sales as a must, she says, “As a designer, absolutely, but as an ECP, not really. Bricks and mortar are very important.”

Ultimately, Bond 07 is a celebration of creativity, but Salaun sees this as a two-way process: “Many times, our customers inspire us as much as we hope our creativity inspires them!”

PHOTO GALLERY (14 IMAGES)

Five Cool Things About Bond 07 by Selima

1. WHO LET THE…? “We have seven dogs running around to entertain our customers and clients,” Salaun boasts.

2. MAKEOVER Bond 07 has its own hair salon, located inside the store — Suite 303.

3. MODEL NEIGHBOR Salaun occasionally has to wade through the paparazzi scrum outside the home of Gigi Hadid, who lives directly opposite. Though her frames have appeared in so many fashion editorials, they may very well be there for her.

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4. MONEY SPINNER During a recent holiday season, Bond 07 put out a spinning wheel; with every sale, the customers got a spin of the wheel, determining a free gift ranging from a free tote bag to a frame.

5. MUSIC TO MY EYES Selima Optique, Salaun’s eyewear brand, has its very own entry in Gagapedia, the “free online encyclopedia on everything Gaga.”

WHAT THE JUDGES SAID

  • A masterful blend of chic narrative elements and objects that extend the conversation and context of eyewear. An environment of stylish discovery! Brent Zerger, l.a. Eyeworks, Los Angeles, CA
  • Selima has some really unique, creative fashion ideas. She does a great job with adding color to a vintage, New York look. Very nice brand. Michael Kling, OD, Invision Optometry, San Diego, CA
  • The window display has enough contrast and visibility to draw in a passerby. The custom website illustrations are charming. Instagram is meticulously curated. Natalie Taylor, Artisan Eyewear, Meredith, NH

 

FINE STORY

Salaun has crafted custom frames for stars including Bono, Liv Tyler, Madonna and many others. Lady Gaga is frequently photographed in Selima Optique frames. Some celebrities come in knowing exactly what they want, while others are happy to let Salaun style them. “Michael Jackson, for instance, wanted something based on a vintage Dior brooch. It was very labor intensive but fun creatively. Bono was like, ‘What do you see me wearing?’”

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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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