rimless REPORT

EB checks in on the state of rimless eyewear

By Lindsey Aspinall Getz

rimless eyewear is here to stay—that's what ECPs said again and again when we asked about the state of rimless. First reported on in the 1990s as an up-and-coming trend, rimless frames have achieved staple status in the dispensary.

It seems customers just keep coming back for more in this category.

So what makes them so popular? There will always be patients who want a minimal look and lightweight feel in their eyewear, says Lisa Harmon, ABOC, NCLC, optical manager of D.E.Y. Optical, Ltd., in Houston. "Comfort is a huge factor, too," she adds.

While many frame trends come and go, the look of rimless is always in style, and many ECPs say they appreciate that constant. "I believe rimless is always going to be roughly 20 percent of the market," says Paul Pinkham, licensed optician of 26 years from Voorthuis Opticians in Washington, D.C., Maryland, and Virginia.

But it wasn't always that way, he adds. It wasn't until rimless eyewear was designed without screws and other hardware, that the market exploded and has since continued to remain steady. "People really love that barely-there look," says Pinkham.

Rimless eyewear is a timeless, elegant look. Shown is style 7548 from Silhouette's SPX Folding Rimless collection

Ellen Tracy styles Sandstone A (shown in front) and Sandstone B (back) from ClearVision

GO WILD

Because most people are looking for the invisible look that rimless has to offer, they tend to stick with minimal features. "Patients often want no color at all," says Harmon. "I really don't promote a lot of color because most people like a crystal clear look. But if someone really wants colored lenses in their frames, I'll make it."

Keep in mind that color can be a way to sell rimless to the trendier set, who are looking for a conservative style with something extra. "The trend today is bold and color. People aren't too shy to wear a red frame anymore," says Therese Deschenes, OD, who has a private practice in Trooper, Pa. "You can push color for patients who don't want that fade-away look, the ones who are looking for something a little more trendy."

Temple designs make rimless fashion-forward. Shown Cynthia Rowley CR0214 from Kenmark

While many patients opt for neutral lenses like browns and grays, ECPs have reported seeing an increase in popularity for bold colors like purple, yellow, and pink.

Plastic rimless frames are another way to allow patients to have fun with color. Many of the more conservative patients let their wild side show with bold hues.

The use of rhinestones and trend savvy accents expands the appeal of rimless eyewear, making it popular with the trendy crowd. Shown is Fendi style F660R from Marchon

Touches of luxury are appealing on high-end rimless frames such as Robert Marc RM369

Rimless is popular with the sporty crowd, too. Shown is adidas style Inspired 2D Rimless

"Plastic rimless buyers tend to start out with something very subtle," says Pinkham. "Then a year later they'll decide they really like them and have the nerve to do more. Just yesterday I sold two pairs to a woman who already had rimless frames. She's progressively getting more daring in her color choices."

LENS LESSONS

While most ECPs report they use high-index lenses because of the three-piece mountings, it's important not to get pigeon-holed into one type of material, says Pinkham. "We don't try to put each and every patient into the same lens," he says. "The lens material is sold based on three factors—the frame, the prescription, and the design."

Making it an office policy to use only one lens type in rimless frames can take away the sense of customization that makes rimless so popular. In addition, Pinkham says it can hurt the practice. "If you limit the number of options, you'll lose what makes you special as an independent practice," he adds.

Rimless and semi-rimless styles are made daring in bold temple colors like the frames shown above from Alain Mikli's horn collection

The key is selecting what's best for both the patient and the frame. Keeping logistics in mind is crucial.

"You don't want to have a really high-plus prescription because the lenses become too thin at the edge and can easily chip," says Deschenes. "But any myopic prescription using a material like high-index plastic will work really great."

MAKING THE SALE

Most ECPs agree that minimal marketing tactics are needed to sell rimless. Many patients already know about the style and have already decided they want them, before even walking into the dispensary.

"I don't believe marketing is really necessary for rimless—it sells itself," says Pinkham. He adds that the repeat customers on plastic styles are great, because they're often looking for something new each year.

When discussing rimless in the dispensary, be sure to mention the technology, says Harmon. She's found it can be a big seller for patients who aren't familiar with rimless eyewear. They don't know the frames can be made to their liking. "I explain that rimless eyewear is completely customized to the patient," she says. "That's a huge marketing tool."

Another time to bring up rimless is with patients who suffer from allergies and sinus problems, says Deschenes. The light weight of rimless frames are perfect for patients who are physically bothered by heavier styles.

Using rimless to make a second-pair sale can also be successful. "Rimless eyewear can be a patient's steadfast, and you can encourage them to go for something more trendy as a second pair," says Deschenes. "Something they might not wear everyday."

"The bells and whistles can be featured in the rimless, while the second, trendier pair can be marketed at a discount since it won't need the add-ons," she says. "A lot of patients want that fun, 'weekend pair.'" EB