buyer’s forum

Riding the WAVES

Amy Spiezio

Photography: Bill Diodato • billdiodato.com

Styling: Francesca Barbarossa

Hair and Makeup: Alfred Lester/Utopia

Model: Mariel Booth/Two Management

Eyewear: Escada style SES 781 from DeRigo Vision USA

It’s been rough seas for many businesses in the past few years, and while optical is somewhat sheltered from the worst of the economic waves, it’s certainly been a challenging time to meet the needs of increasingly wary consumers.

So it’s really no surprise that the nautical look should deeply appeal to fashion fans on the runway and on the frame board. These looks appeal on many levels, offering fresh styles that also feel familiar and classically cool.

When cruising the halls at Vision Expo East, opportunities will abound to get swept into nautical and all the latest trends. There are chances to build your business with smart buying decisions and strategic meetings with new potential vendors. In a story at entrepreneur.com by Carol Tice, she recommends several tips for working trade shows smartly, including the following:

■ Set an appointment. Having a schedule of meetings gives you a fighting chance of staying in your spending budget and also helps ensure that you get what you came for.

■ Take a long lunch. Figure on two hours for your lunch and use that time to connect and chat with your fellow diners, gleaning buying and style tips and insights.

■ Follow up. See something you like? Reach out to those with whom you’ve exchanged business cards and see where it goes.

Q: How do you work trade shows?

❏ I don’t have a buying plan. I come to a show to find and buy what catches my attention.

❏ I have a strict buying plan. At a show I meet with existing accounts to confirm orders.

❏ I don’t buy at shows. I go to assemble my plans for the future.

Email amy.spiezio@springer.com, or visit eyecarebusiness.com.