BUYER’S FORUM

The Art of Luxury

The Twin Cities’ Art of Optiks melds high-tech with high style

Inventive metal eyewear displays

Stephanie Haenes

art of Optiks is about more than just a pretty face.

Sure, the Minneapolis-area purveyor of luxury eyewear carries a distinctive selection of gorgeous frames. But its owners—husband and wife Stephanie Haenes and Timothy Haupert, O.D.—marry that exclusive collection of eyewear with state-of-the-art technology and impeccable service for a complete luxury experience.

Art of Optiks opened its doors in 2001, and today it boasts a new location—with more of a “gallery feel”—in one of the Twin Cities’ premier shopping districts.

Here, Haenes divulges just how they deliver the magic behind the Art of Optiks experience.

eb: How do you go about curating a really distinctive collection of frames?

sh: Curating a unique and luxury frame mix takes time, patience, strategy, and, above all, the willingness to travel to trade shows (preferably international trade shows). It is critical that my lines complement one another, tell a cohesive story, and fit within our branding strategy.

At the same time, I also take great pains to make sure that my brands do not overlap in look or style. Visiting the international trade shows sets me apart from the competition by allowing me to find great boutique collections that have not yet made it to the U.S. market.

eb: How does lens technology come into play in the luxury eyewear market?

sh: In my stores, lens technology is considered just as seriously as frame selection. The perfect lens is as important as the perfect frame. Used in tandem, they can create a magical experience for the customer that will help ensure their loyalty to your business. But selling the right lens and frame is simply not enough in today’s competitive market. Education on lenses, materials, coatings, and lifestyle options is critical to setting a business apart.

eb: What are some of the biggest trends you’re spotting in frames right now?

sh: I’m excited to see designers incorporating natural materials into their designs or fabricating entire frame lines out of unique materials such as buffalo horn, wood, or stone. Customers love the look and feel of these types of frames.

Another trend I particularly love this season is the use of rose gold instead of traditional yellow gold. Rose gold is a soft and beautiful color that looks amazing on most faces.

I’ve also seen several companies sourcing vintage acetate in their designs. I love the idea of blending old and new to create a fabulous and original creation.

Art of Optiks’ new location

eb: Which eyewear brands are your current bestsellers?

sh: Bevel Specs is our number-one seller. The clean lines, wearable colors, and durability make it a go-to for my opticians. The range of sizes and materials make it an easy fit for many customers.

A close second is Blake Kuwahara. Every collection builds upon the last and tells an amazing story using motion and architecture as inspiration. The frame-within-a-frame concept is exciting and distinctive. Barton Perreira is a close third. The classic colors and retro-inspired styling of this brand are a huge hit with our customers. It is by far our best-selling sunglass line.

eb: How do you display your frame collections?

sh: The new location at 50th and France in Minneapolis showcases the direction our brand is heading. We want the consumer to experience a sophisticated, warm, and modern shopping environment that evokes a gallery feel. I am displaying far less product on the shelves to achieve this look.

Having the eyewear displayed in a way that showcases their individuality draws the consumer’s attention to the distinctive nature and finish of each frame. We are incorporating architectural drawers below the displays for additional style and color options.

eb: What does the typical Art of Optiks customer want from their frames?

sh: Our typical customer wants distinctive, well-made, limited-edition eyewear. Our customers love that there is a story behind most of the eyewear we sell. Most want a frame that attracts so much attention, either by design or materials, that it’s the topic du jour at their next dinner party. This doesn’t necessarily mean an ostentatious design. Amazing eyewear that is simple and well designed can attract just as much attention as a bold and colorful piece.

eb: What qualities do you look for in potential staff?

sh: They must be poised, self-assured, have a strong sense of personal style, and understand exceptional customer service. I am looking for great personalities and someone who wants a career in optics.

eb: Best advice for new eyewear product buyers?

sh: If you are going to your first show, have a strong and clearly defined plan and stick to it. I rarely buy eyewear the first time I view it. I try to see new vendors on the first few days of the show so I have the last day to go back and revisit collections I’m interested in purchasing.

Buy deep in lines instead of buying every line that turns your head. This promotes a strong and supportive relationship between vendors and your store. And above all, stick to your budget!

—Jackie Micucci

Jackie Micucci has covered the eyewear industry for almost 20 years and has written for a variety of publications, including The New York Times and Seattle magazine.

Web Exclusive

Discover Minneapolis like a local! Stephanie Haenes shares some of her favorite places to go and things to do in the city.
Visit eyecarebusiness.com/webexclusives.