BUYER’S FORUM

Cool Customers, Cool Styles

Think cutting-edge style is only for the major cities? This month, we throw a snowball at that theory

new York, Miami, L.A., Chicago, and Anchorage? While many may think that top-of-the-line, trend-pushing styles are the stuff that urban inventories have cornered the market on, Valerie Yawit, president of Eyestyles Inc., has written her success story with a dispensary in Alaska filled with the unique, eye-catching, and even quirky styles that would give any urban setting a run for its money. Here, she discusses her strategies and successes.

eb: Often, the cutting-edge brands are concentrated in major cities of the U.S. How did you decide to create an inventory driven by independent designers’ eyewear in Alaska?

HOT STUFF

Valerie Yawit shares what’s grabbing her attention these days at Eyestyles Inc.

“As you know, there are so many great independent eyewear brands out there right now. I’m loving the wooden collection by FEB 31st (shown below). The possibilities are endless with color and design in this collection. The iconic looks of Barton Perreira are a favorite as well. Isson has the most amazing, colorful acetates and unique shapes. The list goes on and on!”

vy: When I opened my store 28 years ago, my vision was to do things differently than anyone else in the state. I’ve always been attracted to unique, well-crafted eyewear, and the store is really an extension of everything that I love. My slogan here at Eyestyles Inc. is “Art For Your Eyes.” So, I have curated an eclectic collection of independent eyewear for my amazing clients.

eb: Is it difficult to get inventory? How do you keep in touch with your reps?

vy: It’s not difficult to get inventory at all. I travel to the shows to buy and my reps love coming to Alaska. My home is known as the “rep hostel!” It’s a real treat to show them this beautiful place that I call home.

eb: What about your clients? Lots of times, one hears that those outside of the major urban centers won’t go for cutting-edge design. How edgy will your patients go, design-wise? How do you push the envelope?

vy: My clients are well informed and they love cutting-edge technology, whether it be lens design or frame design, and trust that I will deliver the very best in eyewear.

Alaskans, for the most part, are usually from somewhere else, so travel is a big part of the culture here. Oftentimes my clients will tell me they see the brands I carry during their travels. It really cements the relationship I have with them. They know that they are shopping from the very best independent brands available worldwide.

Pushing the envelope...that’s really a unique experience for each client. When I style a client, I look for their eyewear to be an extension of who they are. The results are a signature look for each client. Their eyewear becomes a fashion accessory.

— Amy Spiezio, executive editor

Want to talk about what gives your frame buying flair? Please email executive editor Amy Spiezio, Amy.Spiezio@PentaVisionMedia.com