Only 10% of their frames cost more.

The Grand Rapids Press recently reported on a Michigan optical retailer that's building its business on $99 frames.

 Honest Eyes Optical operates two stores in Michigan — one each in Grand Rapids and Traverse City. Owners Rick and Karin Andrews also owned an Honest Eyes in Lancaster, PA, but they sold it early this year.

The business "aims to insert a luxury experience into shopping for a pair of $99 eyeglasses," according to the article. The newspaper described the inside of the Grand Rapids store, which opened last month, as having a cafe feel, including comfy couches.

One way the owners keep costs down is by sourcing frames from independent companies in places such as Italy and the Netherlands, as well as the U.S., the Press reported.

Only about 10 percent of the frames at Honest Eyes sell for more than $99.


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