AMONG THE MASSES
EYEQuity in Indianapolis, Pittsburgh, and Ann Arbor, MI

Peter Grimes, ABO, president and CEO of EYEQuity, calls his five locations “see-osks.” Located in the center court of shopping malls, each EYEQuity is a circular optical kiosk offering complete eyewear sales—frames, lenses, and “vision solutions” (custom-made premium readers).

While it’s a small space, the circular layout allows for both sides of the “see-osk” to be used for customer service.

“We refer to the front as our Customer Engagement area” for frame fitting, digital measurements, and sale closeout, explains Grimes. “We refer to the other side as our Optical Services area [lab, frame dispensing, repairs, and adjustment]. This layout enables a circular flow that maximizes efficiency and customer comfort all in a small footprint.”

With no back room to hide the lab, all equipment is on display for customers, and passersby, to see. The lab (Coburn Technologies’ lensmeter and HP8000 Exxpert Edging System) is an integral part of the EYEQuity service, offering one-hour eyewear (single vision; PALs will take longer) for mall shoppers.

Grimes considers his state-of-the-art technology a cornerstone of his success. He uses it not only to provide the kind of turnaround and service his customers want, but also as a sort of optical theater for his customers.

“They can literally view every step,” he says. “Customers see the care and pride that associates take in making their glasses, increasing confidence in and appreciation for their new eyewear.”

The lab and retail concept fulfills one of his core elements for business success: Be really different from what already exists in optical retail.

Situated in a “see-osk,” EYEQuity’s lab is in full view of customers and mall shoppers

A LAB WITH ATTITUDE
Eye Candy Optical in Cleveland, OH

Eye Candy Optical is anything but boring. And its lab is no exception.

As rock ’n’ roll as its hometown, Eye Candy exudes attitude. No stale “optical” furnishings here. Instead, it’s bold purples and reds, loud paintings…and a stage. “When it comes to our in-house lab, why would it be any different? You can crank our lab up to eleven!” says Anton Syzdykov, co-owner.

The lab is in direct view of customers sitting at the optician’s desk. Equipment includes a Santinelli edging system, blocker, and deodorizer; and a Topcon auto lensmeter. Other “equipment” in the lab includes rock memorabilia and a Fender guitar. “Customers love to watch us work,” Syzdykov says. “You would think that seeing a puppeteer pull the strings would ruin the show. In our case, it is just the opposite. Our customers’ ‘backstage view’ actually gives them a boost of confidence and enhances our credibility.”

He adds that staff welcomes questions about their work, and they answer in easy language that non-industry fans can understand. “Our lab, like rock ’n’ roll, needs to be inclusive and for the people,” he says.

Rock attitude aside, Eye Candy is still a business. And Syzdykov says the lab has helped them improve the customer experience and reduce turnaround time to one of the quickest in town.“Look, there are lots of great in-house labs out there,” he says. “We just thought ours should have some attitude!”

Lab work rocks at Eye Candy Optical

LUXURY ON DISPLAY
Vitra Eyewear in Costa Mesa, CA

The last thing one might expect in the midst of the opulent surroundings of a luxury shop is a finishing lab. But that’s exactly where it is in the high-end Vitra Eyewear, owned by the Vitra Eyewear Group, LLC.

Located in Costa Mesa’s upscale shopping mecca South Coast Plaza, Vitra put its full-service edging and tinting lab in its storefront window.

“It was actually South Coast Plaza’s suggestion,” says store manager David Abernathy. “But we also saw a trend toward making optical an experience for customers. There’s never been an in-house lab with a viewing window in a luxury storefront before. It also supports our goal of becoming a true destination.”

The viewing window on the outside of the store allows visitors to watch the craft of expert lens making.

Abernathy says it is common to see shoppers stopped in front of the window to watch the lab staff work.

Vitra has four ABO opticians who can handle the lab and tint jobs. Custom eyewear is popular at this luxury shop, and the lab can handle that as well. Custom mirrors, tints, and beveling—not to mention custom rimless lens shapes—are regularly produced. As the shoppers watch.

Vitra Eyewear’s lab has a window to the upscale shopping center it calls home