FRAMEBUYER / Q&A WITH KIRK & KIRK

Person to Person

Outlooks and optimism from Jason Kirk of Kirk & Kirk

Jason and Karen Kirk of Kirk & Kirk are rolling out their new collection, Kaleidoscope. Here, Jason Kirk talks about the growing young company and their hopes and plans for the U.S. market.

fb: CREATIVELY SPEAKING, WHAT INSPIRES YOUR NEW COLLECTION?

jk: The new collection, which we are launching at Vision Expo West and at Silmo, is about freedom of expression. Kaleidoscope is all about color and beauty.

Our frames are made from Italian acrylic, which gives them a unique finish. They look like polished glass and come in a range of colors that you will not find anywhere else in optics.

fb: HOW WILL YOU GROW IN THE U.S.?

jk: We have always had a good reception amongst the independent opticians. We do not seek mass distribution, but rather to work exclusively with the opticians who are passionate about our product and who love communicating with their clients so they get to hear the story of the collections.

Our consumers are independent, not label driven, and they will not be told what to wear. We have always produced glasses that people either LOVE or otherwise, and that results in a passion and a brand loyalty both to us and to the optician who offers our collections.

fb: WHAT’S THE BENEFIT OF WORKING WITH INDEPENDENT COMPANIES?

jk: Retail optics is increasingly competitive (but you knew that already). The Internet has democratized the marketplace and cutthroat sales by brick-and-mortar opticians make trading increasingly difficult.

By carrying a collection which is not widely available and where the supply and price is closely controlled, the optician can attract a new client base and a discerning customer who is prepared to pay for something different.

The Kaleidoscope Collection and the new additions to the Vivarium collection give the optician the opportunity to offer products that their competitors will not have and that will not be undercut online. Kirk & Kirk also work hard on our global visibility through traditional media and online and carrying the collection is an opportunity to translate that into sales.

fb: WHAT ARE OPPORTUNITIES SHOPS MAY BE MISSING?

jk: The key to building sales in the current environment is customer confidence. Earning the trust of your consumer and potential consumer is paramount. It is important to show honesty and integrity and to demonstrate to the consumer what lengths you go to in order to provide exceptional products and services.

Do you travel the world to find interesting and exciting products? Do you verify the origin of the frames you sell? Do you carry brands that are not easy to find in other stores or online?

The optician needs to offer a product that excites the consumer.