THE LAST WORD

Selima Salaun is known for creating optical shops that feature her unique eyewear alongside fashionable fare like handbags, hats, and jewelry, even though she was told it couldn't be done. Pairing the not-so-obvious with her eyewear has helped set her apart from other retailers. So where does one go after that? Straight to the stomach. In October, Salaun opened Lunettes et Chocolat in New York City's hip NoLiTa section. Not only does she pair her own colorful and funky eyewear designs with that of Chlo�, Gucci, and Silhouette to name a few, but she also attacks one's sweet tooth with sugary delights from caterer Maribel Lieberman and treats from around the world. The half optical accessory boutique, half cacau (a sinful, mexican hot chocolate) bar and candy shop is part of Salaun's master plan to integrate eyewear into all facets of retail. "It's all about the senses," says Salaun, "An

ideal shop would be where you could buy perfume for the smell, chocolate for the taste, eyewear for the sight, and music for the ears." The optical aspect of the shop features Selima eyewear and an assortment of high-end collections as well as funky, vintage frames, a trademark of Selima Optique. The chocolate is made by Salaun's partner, Lieberman, who makes decadent truffles; adorable, animal-shaped chewing gum; and chocolates that feature miniature versions of her husbands' paintings. The two wanted to create a shop that incorporated their love for fashion and their love for chocolate. The d�cor of the store is almost as enticing as the eyewear and sweets. With its marble table, lavender walls, vintage candy machines, and eyeglass displays, the store has a very European feel. "We wanted to create a shop that one might find in the south of France," says Salaun. While Salaun is busy running the six Selima Optique locations, (four in New York, one in Los Angeles, one in Paris) she also runs a lingerie shop, and a store that features clothes, accessories, and furniture. In all of these stores, her eyewear is a staple. "When you shop in one of my stores, you can see the link between them all." Before coming to New York, the North African native worked with Alain Mikli in France and was also an optometrist there. Now that she's branched out on her own, she handles almost every aspect of her company. Salaun remembers opening her first Selima Optique and being faced with a very skeptical audience. "When I opened the boutique in Soho, everybody laughed," she said, "they were saying 'she's selling glasses and hats? It will never work.'" Seven years later, she's onto her sixth optical shop, and people are offering her new locations everyday.

While a few eyebrows were raised when Lunettes et Chocolat opened its doors, many held an open mind knowing the brainchild behind it. Salaun doesn't have any immediate plans to open another Lunettes et Chocolat, considering she already has so much on her plate and since the shop itself is still in its infancy. Her approach to her businesses is about appealing to the senses, and making eyewear available in different settings, and this strategy has helped sweeten her success. "I want people to realize that they can buy glasses anytime," she says, "anywhere."