Share Tweet Talk of the TownMinnesota optician creates destination boutique unlike any other. Published 2 years agoon October 9, 2017By Heath Burslem Invision October 2017 IssueEyeStyles Optical and Boutique, Oakdale, MNURL: marshallpierce.com; OWNER: Nikki Griffin; OPENED: 2012; RENOVATED: 2016; AREA: 1,200 square feet; EMPLOYEES: 2 part-time; TOP WATCH BRANDS: Coco Song, Dolabany, Etnia Barcelona, Etnia Kids, Louis Luso Jr., Proof, Rudy Project, TC Charton, TC Charton Kids, Tomato Glasses; WEBSITE: eyestylesoptical.net; FACEBOOK: facebook.com/EyeStylesOptical“I’VE NEVER BEEN ONE for coloring inside the lines,” says Nikki Griffin, recalling her mindset as she founded her own optical after 15-plus years, on and off, working for others as a licensed optician. When it opened in Oakdale, MN in 2012, EyeStyles Optical and Boutique promised the “freedom of choice” she’d aspired to.Describing her early ambitions, Griffin speaks more in terms of a “vision” than a business model. She had plans, but fate steered her in an unexpected direction. “The clinic I worked in closed. When I asked to buy the fixtures, they told me to take whatever I wanted. Um, okie dokie…” She grabbed what she could and repurposed it for her place in suburban St. Paul.EyeStyles’ first incarnation cheerfully sold eyewear alongside garden signs and salsa — the vestigial “Boutique,” which served its purpose, creating a draw in a store opened cold with no doctor. In 2016, Griffin relocated to build the “chic dispensary” she’d always wanted, in a spot with better visibility. “Our strip mall is anchored by a busy sandwich shop. It brings day-to-night foot traffic right by our door.”These days Griffin sticks to eyewear, and it’s working for her. “Business is great and we are profitable! It is a struggle to be the little guy, but we believe in the grassroots power of old-school opticians combined with good coffee and conversation.” She keeps her antennae up. “When I opened, I used all the demographic research my business plan had to offer to build a frame mix. That went out the window when I built a reputation for wearing and merchandising exciting colors and designs. Never underestimate your crowd. They’re more receptive than you’re giving them credit for.”EyeStyles’ interior could be described as rustic industrial. Barnwood display frames, illuminated by metallic rail lighting, surround an assemblage of fun, even surrealist touches: vintage photos (with stories attached), steamer trunks, a wallpaper accent wall above a faux fireplace that Griffin says, “sums up our tongue-in-cheek attitude to a T.” She wanted a clean design “with glam accents. I am a girly-girl but I have always loved industrial aesthetic. I had a 76-year-old man go home to get his wife and bring her back to the store to see the design. That was the biggest compliment ever.” Advertisement The curios aren’t mere eye candy. “We are P.O.P. free. We let the fixtures become a base for props that are relevant to the display.” A confessed “frame junkie,” Griffin steers clear of mainstream brands. “I don’t carry big-box product. My staff have autonomy to say yes to pretty much any request. We have all been in a situation where you know someone has the ability to do something for you but won’t. Our customers know that if there is a way, we’ll find it.”The eyewear mirrors her own taste to a degree, but staff and customers are listened to. “TC Charton was just added. The quality is superlative; the unique fit features great for our demographic. Dolabany is a huge supporter of the independent.” There’s a following for Coco Song, and “Etnia Barcelona is a workhorse.” The emphasis is on independent brands with their own natural markets. “The exclusivity they offer helps build my brand as an independent.”Griffin is always looking for vendors who can drive traffic through store locators. This includes vision plans. “I view them as another ‘store locator’ and spend a lot of time educating people to calculate the value of their plan. I think we have one person a year who wants what their insurance covers with no upgrades.” All marketing bases are covered. Griffin cross-markets with her neighbors. “And we are building a cohesive brand using car graphics and social media. Complacency is a killer and consistency is key.”EyeStyles’ three-frame LifeStyle Packages are its signature. Single-vision lenses run as low as $499; progressives are $899. Package customers are asked for a referral. “I wanted to disabuse people of the notion that you have to sacrifice service and quality for price.” She negotiated pricing with her lab based on three-pair sales. “It’s been wildly successful.”While she appears to be allowing herself a period of consolidation, Griffin is not the type to rest on her laurels. Time for an in-house lab? “I may add finish work in the future, but my relationship with my lab gives me ultra-competitive pricing.” A second store? “I would love to. But I never want to grow so big or quickly that we lose the culture we have created.”It’s hard to imagine someone like Griffin allowing that to happen. “Now that we have a beautiful optical,” she says, “it’s more important than ever to ensure our passion for eyewear is more than window dressing. It’s about building a picture album of your life and style. It’s about having fun and encouraging people to express themselves.” Advertisement FINE STORY: A DISTINGUISHED HERITAGEGracing EyeStyles’ walls are photos from a remodeled home in St. Paul’s historic Rondo district. “We adopted the Townsends, and enjoy telling visitors what we know about them,” says Griffin, who tried unsuccessfully to return them to the family. “The photos are a rare glimpse into St. Paul’s history. We have a full album including a large photo of Martin Luther King Jr. taken when he visited St. Paul. We believe they are … of the Rev. CT Townsend and his wife Edna.” Learn about the Rondo neighborhood here: invmag.us/101701PHOTO GALLERY (10 IMAGES) Five Cool Things About EyeStyles1. STUDY HALL. Griffin runs a study group for employees and aspiring opticians during off-hours. “Our little group is designed to boost understanding, discuss difficult and challenging prescriptions, learn dispensing tricks and sales techniques. We use different resources including TOPS dispensing manual, Laramy K videos, and the System for Ophthalmic Dispensing among others.”2. TOMATO GLASSES. EyeStyles is one of just 30 or so U.S. stores selling these innovative frames for babies and young children. Griffin memorably likens fitting a child to “wrestling a greased pig.” But, she hastens to add, “Once you make a pair that fit, and stay on their little noses, the reward is incomparable. Special needs kids struggle exponentially more with fit issues.” EyeStyles reached out directly to the Korean firm to carry them.3. DECORATED DOC. EyeStyles’ doctor, Sara Mabie, OD, received a well-deserved nod recently when the store was named “Best Place for an Eye Exam” in a local paper’s readers’ choice poll. Mabie’s skills include fitting gas permeable contact lenses. She’s also a dab hand with kids. “I enjoy doing pediatric exams and am so happy we can offer eyewear that fits so well,” Dr. Mabie says.4. BUNYAN BOARD. Griffin decided something had to be done about the “largely one-note” merchandising that afflicts the men’s segment. “We work hard to emphasize unique shapes and color schemes in our men’s selection, as well as offering a 90 piece XL men’s display which is branded with local folk hero Paul Bunyan.” Advertisement 5. ONE FOR THE BOOKS. The lab EyeStyles uses offers a discount on second-pair sales within 30 days of the original invoice. Griffin sniffed an opportunity: “We created a bookmark; the back offers the recipient 50 percent off another pair of lenses, has a use-by date and a space for the price. The bottom has our logo on one side and the name of the referrer on the other. Our patient gets a discount and refers someone all in one marketing piece.”Related Topics:America's FinestAmerica's Finest 2017Coco SongDolabanyEtnia Barcelonaeyecare businesses in MinnesotaINVISION October '17ProofRudy ProjectTC ChartonTomato Glasses click to Comment(Comment)Up NextCalifornia Optical Duo Achieves a Better Work-Life Balance With Double LocationsDon't MissLess is Much, Much More for This Texas Optical Institution Heath BurslemAfter 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 email@example.com. Advertisement SPONSORED VIDEOSPONSORED BY SAFILOSafilo’s “American Eyes” Video Celebrates Elasta and Emozioni starring ECPs Peter Tacia and Heidi DancerFor the third year in a row, Safilo has looked to trusted eyecare professionals to star in its American Eyes campaign for its Elasta and Emozioni collections.Their latest testimonials are from Peter Tacia, O.D. and Heidi Dancer, optician, of Alma, MI, talking about two best-selling collections: Elasta and Emozioni.You may like When Their Tech Lets them Down, These ECPs Have Things Covered 5 Eyecare Businesses That Prove That the Way to Clients’ Hearts is Through Their Stomachs A Minnesota Optometry Business Shows ECPs How to Build a Cool Brand with a Warm TouchPromoted Headlines Safilo’s “American Eyes” Video Celebrates Elasta and Emozioni starringECPs Peter Tacia and Heidi DancerSafilo Hoya: The Right Lenses for Sun ProtectionHoya Nano Vista—The Quintessential Line for KidsAlternative and Plan B EyewearAmerica's FinestA Stunning Milwaukee Practice That Is the Culmination of 3 Decades of Constant Improvement Being served here ‘is like meeting a friend in a coffee shop.’ Published 6 days agoon May 15, 2019By Heath Burslem Ziegler Leffingwell Eyecare, New Berlin, WIOWNERS: Dave Ziegler, OD, and Chap Leffingwell, OD; URL:zleyecare.com ; FOUNDED: 1981; OPENED FEATURED LOCATION:2017; ARCHITECT AND DESIGN FIRMS: Plunkett Raysich Architects, Briohn Construction, EyeDesigns; EMPLOYEES: 20 full-time, 4 part-time ; AREA: 7,400 sq. ft.; TOP BRANDS: Ørgreen, Robert Marc, Blackfin, Etnia Barcelona, Prodesign; TWITTER:twitter.com/zleyecare; FACEBOOK: facebook.com/ZieglerLeffingwellEyeCare; INSTAGRAM: instagram.com/zleyecare; BUILDOUT COST: $250,000WHAT IS NOW ZIEGLER Leffingwell Eyecare began life in 1981 in Milwaukee, WI, as a small, two-day-a-week office purchased from a retiring OD. In 1983, Dr. Dave Ziegler moved the office to a new location with one employee. Over time the staff doubled in that building until the business moved to a larger space in 1996 and added Dr. Chap Leffingwell as a partner. After years of growth, Ziegler’s daughter Dr. Kristen Ziegler joined part time in 2015. Two years later the practice relocated to a new standalone building.The present location is in New Berlin, a middle-class suburb of Milwaukee. According to Ziegler Sr., the optical was designed around high-end brands not well known to the average consumer. “This gives us the opportunity to tell brand stories about the quality eyewear we display. This selection also differentiates us from the competition, since the brands we carry are rarely found in the state.”Dr. Dave Ziegler, left, bought the practice from a retiring OD in 1981. Dr. Chap Leffingwell, right, joined as a partner in 1996.Inspiration was found in Nordstrom and the Apple Store. “We wanted a large, open space to separate our brands with what we call ‘white space,’ he says. “This gives the patient the opportunity to process what our optical staff has told them about … a particular frame … They can then leave that area, browse around and engage with another brand.”Custom-made cherry communal tables encourage movement throughout the space, with frame trays recessed into tabletops to keep things orderly, and risers at the ends of the tables drawing interest to collections. Shelving and recessed cubbies abound; pegs are banished. LUM lighting ensures the frames’ design features and color are displayed to best effect. EyeDesigns helped the practice develop a consistent aesthetic.Advertisement The retail and reception spaces overlap, changing up floor textures, colors and materials to create interest. Ziegler has strict rules for the concierge desk: “No clutter… Just a couple of Macs, a phone, a credit-card processing pad, and two welcoming faces. I’m a minimalist.” The silent phone is for internal use only; incoming calls go to the back office.Some of Ziegler Leffingwell’s staff have been with the practice for over 30 years; Ziegler credits its carefully crafted culture of mutual respect. Management comes up with “purposeful agendas” to provide a platform for discussion at monthly staff meetings. “We’re constantly searching for ways to improve the patient experience while learning from our failures,” says Ziegler, who believes it’s important that this process begin with the doctor or owner. “It is crucial to make the investment in the leadership skills necessary to build your own culture of excellence,” he says.The medical experience at Ziegler Leffingwell is underpinned by a simple idea: “We help patients understand the different solutions to their vision problems so they feel included in the process and feel confident with our treatment plans. The most important document we have is the blank pad of paper with our practice logo in our exam room. This is where we write our recommendations and explain everything from lens options to ocular diseases. Hand-written explanations in easy-to-understand language show the patient you care enough to make sure they fully understand. It’s not uncommon for patients to bring in those notes years later.”All patients are pre-registered by intake staff, and pretest suites have glass walls for an open feel. The concierge desk staff have a view of these rooms, improving patient flow. The six exam rooms are named for Milwaukee landmarks, which are depicted on their walls in specially created murals. “The themed exam rooms are the most talked about feature by our patients,” Ziegler says.Disliking the way typical dispensing tables force staff and customer apart, the practice added two cafe tables and asked sales staff to sit alongside the patient instead of across from them. Ziegler says this creates a collaborative approach. “It’s like meeting your friend at the local coffee shop.” Rounding off the experience, a show is made of dispensing. The eyewear is brought out on a leather tray in branded cloth shopping bags containing a case with the patient’s name embossed on it, a customized portfolio explaining the eyewear features, and a piece of Ghirardelli or Lindt chocolate.Advertisement Ziegler Leffingwell’s success reflects its constant search for ways to personalize the patient experience. “We look for ways to connect with patients and treat them like family,” Ziegler says.PHOTO GALLERY (16 IMAGES)Five Cool Things About Ziegler Leffingwell Eyecare1. MAJOR LEAGUE. Ziegler Leffingwell has been an eyecare provider for the Milwaukee Bucks, Milwaukee Brewers, Milwaukee Wave indoor soccer, cycling teams and other pro sports organizations.2. KIDS’ STUFF. The “jungle play room” for young patients has a starlit ceiling, dragonfly lights, Brio train set and lots of other toys. All kids get an ice cream cone Rx after their exam.3. TAKE YOUR PICK. An online curated selection of glasses shows the staff’s faves for five different fashion personalities. Patients can preselect their favorites, which will be ready for viewing at exam time.4. FIVE-STAR SERVICE. Dr. Ziegler got the idea for the practice’s concierge-style reception space while strolling through a hotel lobby in San Francisco.5. GLAD YOU ASKED… Sales staff have flashcards for each frame brand with three talking points (memorized, ideally) about that brand.WHAT THE JUDGES SAIDApplause for thinking through the displays so each brand can have a voice and not overwhelm the customer. All elements of the practice demonstrate thoroughness and competence, which inspires confidence and ease. Brent Zerger, l.a. Eyeworks, Los Angeles, CAA private label frame line to fund a vision clinic doesn’t get you top optical retailer but it does tell us you have the largest hearts (and Souls.) What does? How about the most brilliant and personalized marketing campaign I’ve ever seen in this industry and a website that gets it’s not about the practice, but the consumer. Robert Bell, EyeCoach, San Francisco, CAThe marketing is next-level and they show mastery in both the medical and optical sides of the business. Natalie Taylor, Artisan Eyewear, Meredith, NH Fine StoryAmong their selection of independent brands is Ziegler Leffingwell’s private label — Soul, manufactured by SHO Eyewear — which helps fund a clinic they’re building in Haiti with Mission of Hope Haiti. From every purchase, $40 is donated. The goal, says Ziegler, “is for the Haitian technicians … to do the refractions with a SV-1 handheld autorefractor … upload the data to the cloud using Revolution EHR… A group of ECPs in the U.S. review the refractions and enter an Rx to meet Haiti’s requirements. This triggers our supply chain through Essilor labs to send them uncut lenses, which are edged onsite.” He is also showing them how to make a small profit on each transaction so they can be self-sustaining. Continue ReadingAmerica's FinestThis Ontario OD Is Off to a Flying Start When her hometown’s original fire hall went on the market, she knew it was time to open a business. Published 2 months agoon March 27, 2019By Heath Burslem EYES – Dr. Abby Jakob, Kingsville, ON, CanadaOWNER: Abby Jakob, OD; URL:abbyjakobeyes.com ; FOUNDED: 2017; ARCHITECT AND DESIGN FIRMS: Helena Ventrella Design Limited, LaSalle Millwork Patrick Michaud, Maurice Michaud; EMPLOYEES: 1 full-time, 1 part-time ; AREA: 2,100 sq. ft.; TOP BRANDS: Oliver Peoples, Kate Spade, Tiffany, Tom Ford, Swarovski; FACEBOOK: facebook.com/abbyjakobeyes; INSTAGRAM: instagram.com/abbyjakobeyes; BUILDOUT COST: $300,000After working as an associate at a private practice and several commercial offices, Dr. Abby Jakob took the leap and opened her own practice in her hometown of Kingsville, Ontario in 2017. She hadn’t expected to make such a major move so early in her career — it had only been three years since her graduation from the Illinois College of Optometry — but when the town’s original fire hall went on the market, the choice was all but made for her. “My experience was serendipitous, as I wasn’t even searching for a location — I didn’t think I’d be starting my own practice yet — and this historic building went up for sale. It’s right on Main Street, where traffic is the busiest. I called my dad right away to come see it with me, and as soon as we both saw the potential, I put in an offer the next day,” she says. Jakob had saved a lot in her first two years of practicing, and was able to come up with a 20-percent down payment, so financing wasn’t an issue. Also, the building has one other commercial unit, and two residential units upstairs, which already had paying tenants, so that covers her mortgage each month. “I’d definitely recommend owning your building if you have the opportunity,” she says.Advertisement After being away at school for eight years, Jakob was ready to come home to Kingsville, Canada’s southernmost town. She describes it as “small, ‘boutiquey’ … with lots of cute shops and restaurants, and I wanted my office to have that same character and charm.”Jakob renovated the site to look bright and airy with lots of natural light, but with warming touches such as three sparkling crystal chandeliers above the optical and a barnwood wall in the front desk area. “I love the shabby chic look, so I added a touch of rustic charm” with the wall, she says.When Kingsville, Ontario’s original fire hall went on the market, Jakob knew it was time to open her own practice.Her main challenge was making design decisions. “I am not a natural at picturing the ‘after’ while looking at the ‘before,’” she admits. For this reason, she’s a strong advocate of getting outside help. Jakob says the first person she called after buying the building was Ohio-based optometric practice consultant Dr. Richard S. Kattouf. He helped with the design and layout of the office, and offered advice on hiring and running the business. “For anyone overwhelmed at the thought of opening a practice cold, but who knows that it’s their dream, I’d highly recommend hiring a consultant … A quote that has stuck with me is ‘You don’t know what you don’t know.’”Jakob doesn’t target a specific clientele, but says she sees a lot of women between the ages of 20 and 40, and believes this has to do with the big role that social media plays in her advertising. “My optical caters to much more than this specific demographic, but I would say these patients are the ones that spread the word on my pretty boutique optical, and offer a lot of support on my social media platforms.”Jakob does all her own social media. She devotes a considerable amount of time to it, posting something “cute, clever or informative” on Instagram and FB daily, something she’s quite sure has attracted many new patients. She had Cowlick Studios design her website and logo, but since then has done all of her own branding and advertising, including POP, gift certificates, thank you cards and social media posts.Frames are merchandised as male, female or unisex, as well as by brand. Her favorites are Oliver Peoples, Maui Jim, Tom Ford, Swarovski and Kate Spade, but Jakob is interested in private label and hopes someday to design a house brand. EYES has its own edger, and “amazing staff member Pauline makes all of our glasses in house.” The practice does not currently have an inventory of lenses, but the labs Jakob uses are quick and most jobs are done in a week or sooner.Advertisement Jakob prides herself on keeping up with the latest technology. However, she keeps the patient’s perspective in mind when it comes to tech. “One thing I’m proud of is that patients always tell me how much they appreciate how thorough I am and that I explain everything I am doing and why.” She believes this has helped grow her practice quickly. “Patients don’t care how much you know,” Jakob says, “until they know how much you care.”PHOTO GALLERY (19 IMAGES)Five Cool Things About EYES – Dr. Abby Jakob1. AWARD WINNER. Dr. Jakob received the Young Professional of the Year Award from the Windsor-Essex Regional Chamber of Commerce at the 28th Annual Business Excellence Awards in April last year.2. BLOOMING FRIENDSHIP. Every woman who has an exam at EYES is given a flower afterward.3. FAMILY TIES. The optical at EYES is adorned by an eyeglasses-themed table made by Jakob’s “amazing” father-in-law, with help from her “awesome” husband.4. A GOOD SIGN. EYES’ distinctive exterior sign was made by local metal company, Bailey Inc. “Since opening, I’ve actually had several friends ask for his information and he even made a logo for another OD in Connecticut.”5. FULL SERVICE. Jakob performs a screening OCT on all adults, and retinal photos “on any patient old enough to sit still long enough for it.”WHAT THE JUDGES SAID“Patients don’t care how much you know until they know how much you care!” Hello all ECPs? Read it. Learn it. Be it!!! Congrats, Dr. Jakob, That’s the ballgame. You move to the front of the class with that one! To be just starting out, like this, tells me we have an optometric superstar retailer on our hands. Robert Bell, The Eye Coach, San Francisco, CAThe logo and awning have a lot of impact. Natalie Taylor, Artisan Eyewear, Meredith, NHWhat a great little boutique practice! It has a nice, modern, fresh look to it that is very inviting. I like the energy of the owner and her eye for details in design. Jennifer Coppel, TURA, Inc., New York, NY Fine StoryJakob has some interesting ideas on the best way to use social media. “Don’t just post the usual ‘eye’ and ‘glasses’ stuff you can search for on Pinterest, that you didn’t make. Think about what’s on your mind that day and then search for clever quotes about it … Then if you want to make it your own, create it in an app like WordSwag. It doesn’t always have to be about the eyes!” Jakob says she always gets more likes when she posts a picture of herself, her staff, her pets or her patients (with their permission), “because everyone loves to get to know people, and people love supporting people. I recently got married, and so many of my patients are so supportive and interested, so for those of you that have big events going on in your life, patients love getting a glimpse into that, and I believe it makes their connection to you stronger.” Continue ReadingAmerica's FinestA Florida Optical That Offers A Slice of European Style Along with an inspiring tale of overcoming adversity. Published 2 months agoon March 18, 2019By Heath Burslem OPTIK! European Eyewear, St. Petersburg, FLOWNERS: 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; DutzQUALITY,” 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.Advertisement 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.Advertisement 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)Advertisement 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 SAIDLocation, 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, CAThe 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, NHI 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 BrainstormTaking 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. Continue ReadingAdvertisement LatestTrendingVideos Danielle Richardson13 mins agoFeel Like Your Wellness Routine Could Be Missing Something? 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