Learn How This Florida Boutique Cultivated an Eyewear Lovers’ Community

Oxford Eyes, Orlando, FL

OWNER: Verbelee Nielsen-Swanson; URL:oxfordeyes.com; FOUNDED: 2017; YEAR OPENED FEATURED LOCATION: 2018; EMPLOYEES: 4 full-time; AREA: 670 sq. ft.; TOP BRANDS: Tom Ford, Lindberg, Lara D’, Lafont and Varilux; FACEBOOK: facebook.com/OxfordEyesORL; INSTAGRAM: instagram.com/oxford_eyes; TWITTER: twitter.com/OxfordEyes; BUILDOUT COST: $133,442

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“THE BEST THINGS in life are often unexpected,” says Verbelee Nielsen-Swanson, recalling the path that led her to open Oxford Eyes in Orlando, FL in 2018. Previously, her chief connection with optical retail had been as “a passionate wearer and purchaser of interesting eyewear” (she rocked her first pair of blue cat-eye glasses in the fifth grade and still sports a pair today) and as the daughter-in-law of a long-retired optometric practice owner. It was during a visit to that practice that she learned the last partner had sold and the optical team was leaving. “I believed we needed to keep the incredible optical team, with over 70 years of experience, together to serve the community, and I had also noticed on travels that Orlando was missing an optical boutique that specialized in beautiful, handcrafted, quality eyewear.”

Developing what was “essentially a start-up business in four months,” she utilized the optical team’s industry knowledge and her own experience from her previous career as a health care executive to create a unique niche boutique that prides itself on an exceptional eyewear selection and client experience.

With its selection of independent frames from around the world and a no-insurance policy, Oxford Eyes’ target customer, according to Nielsen-Swanson, is the “discriminating individual who understands their eyewear is an essential accessory and statement.”

Nielsen-Swanson designed the interior of Oxford Eyes herself and brought it to life with the help of family and friends. She and her team even designed and custom built the shelves, alternating glass and warm wood with embedded lighting to illuminate the frames. Branding is consistent throughout, and heavy use was made of upcycled construction supplies and furnishings. The quaint interior is warm and eclectic, filled with reclaimed wood and historic antiques. “My family and I have spent a lifetime collecting architectural elements, antiques and books and it was exciting to incorporate them into the design,” she says. The use of oriental rugs, leather chairs, warm woods, classic books, and bronze bank teller gates in the wall and as a light above the bar add visual appeal and reflect the commitment to quality.

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Flooded with natural light, the space was designed to be welcoming and fun, allowing the team a very one-on-one connection with anyone who walks in. Those who do — many of them lured by the oft-changed display window, which draws inspiration from Macy’s in New York — are treated to champagne, wine, coffee and other refreshments.

In August of last year, Oxford Eyes moved into a new space, while staying within Ivanhoe Village, a vibrant cluster of eclectic independent shops and restaurants located just north of downtown Orlando on Lake Ivanhoe. Just six doors down from the old space, the larger and more visible corner location was too good to pass up, and incorporates most of the features of its predecessor.

Nielsen-Swanson is a big believer in connecting customers with rare, hard-to-find styles, and the industry experts behind them, through its frequent trunk shows. The boutique also participates in pop-ups at local businesses and is committed to supporting other small businesses and community organizations. Once a month it will spotlight a small business on its social media, and participate in community events as the official eyewear provider, as well as fashion shows.

Nielsen-Swanson’s priority in frame selection is brands that are “on point, fashionable and iconic,” and she considers her team’s ability to complement customers’ unique looks, personalities and lifestyles with the right frame as a key strength of her business.

Pre-COVID, staff would take frequent trips (sometimes international) to major eyewear conferences and vendor manufacturing sites to keep their expertise sharp.

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The business has good referral relationships with local ODs and an in-house finishing lab boosts convenience for the team and customers.

Among the novelties introduced as a result of the store’s COVID shutdown earlier this year are large plexiglass stands designed by a customer that allow clients to take their masks off when trying on glasses. Other changes are here to stay as well: Nielsen-Swanson says the store may continue scheduling appointments beyond the pandemic. After a challenging 2020 that included a move and seven long weeks of closure due to COVID, Oxford Eyes has regrouped and is looking to the future. “When opportunity presents itself, you need to seize the moment,” she says.

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Five Cool Things About Oxford Eyes

1. HELPING HAND. Oxford Eyes has raised funds for and supported Central Florida nonprofit organizations like Compassionate Hands and Hearts Breast Cancer Outreach and many others.

2. NETWORKING. Nielsen-Swanson is an advocate for local businesses and plays an integral role developing strategies to promote Ivanhoe Village, the Orlando Main Street District that Oxford Eyes calls home.

3. ECO-FRIENDLY. Customers are encouraged to donate used lenses/frames to the shop, and Oxford Eyes sends the donations to local and overseas charities.

4. FASHION-FORWARD. Pandemics permitting, Oxford Eyes participates in fashion shows in the neighborhood.

5. LOYAL TEAM. Not a single employee of Oxford Eyes has left since the business launched in 2017.