BUYER’S FORUM

A Highly Modern Eye

An expertly curated frame selection, bouquets of flowers adorned with fake eyeballs, and display cases lined in maps and money are all in the mix

a decade ago, Will Welsh opened Modern Eye’s second location in Philadelphia with Chris Anastasiou, O.D., whom he had met when the two worked in a bar together. Now Modern Eye has received national acclaim for its playful style, attentive customer service, and amazing collection.

Eyecare Business caught up with Welsh about how he successfully creates his spectacular, expertly curated selection of covetable eyeglasses and sunglasses.

eb: Modern Eye has such a distinctive style. What’s your basic, go-to strategy for curating a covetable frame assortment?

ww: We’ve spent 20 years building our brand, and it’s been a slow and thoughtful process—the way we look, the way we take care of customers, and the way that we buy frames. My best advice is to have good balance. Try not to do too much of any one style or price point. You don’t want somebody to walk in and immediately be scared away by price.

eb: What are your best-selling frames right now?

ww: Claire Goldsmith, Mykita, Carter Bond, and Jono Hennessy. More round styles than ever before, and different variations of that nerdy look.

eb: Best business tip for new eyewear product buyers?

ww: More than anything else, your staff has got to be behind it. Every frame you put out there, if it’s the first time they’re seeing that designer, they should know who made it, how it was made, and why it’s special. You have to make them feel as good about that frame as you do so they can share that with your customers.

eb: How do you pinpoint good staff to offer the kind of customer service you do?

ww: When I first bring them on I tell them that this is all the stuff you’ll need to know, and you’re not going to know it for about a year, so don’t expect to, and I don’t expect you to. Everything we do, you do. Do it in your own way. Be yourself. Each person is an individual, so you have to approach them wherever they are and then take them where you want to go.

eb: How do you relax in the off-hours?

ww: Well, I have two daughters, 11 and five-and-a-half, and I’m an avid Buffalo Bills fan so during football season that’s what I do [laughing]. Drinking beer, watching football, and taking care of kids.

—Emily Teel