BUYER’S FORUM

Quite the Spectacle

This Portland practice is right on trend when it comes to fashion + technology

Spectacle’s reception area

Marc Schmitt, O.D.

marc Schmitt, O.D., has done the optical rounds. He’s worked in medical practices, high-end boutiques, optical chains, and everything in between. So, when it came time to open his own shop in 2014, he decided he would take the best of the medical and fashion frame sides to create a practice that provides the ultimate experience for his patients.

Located on Portland, OR’s NW 23^rd Avenue (known by locals as “Trendy-third Avenue”), Spectacle reflects the cool, modern vibe of both the neighborhood and its residents. The shop and the frames are sleek and chic. However, while Spectacle carries some very hip and exclusive frame lines, Dr. Schmitt is also committed to offering the latest optical exam and testing technology. After all, what’s a rad frame without the right Rx?

Here, we check in with Dr. Schmitt (with input from office manager/optician Hector Miranda) about the coolest trends in eyewear and eyecare today—and what it’s like to do business in one of Portland’s trendiest neighborhoods.

eb: What is the philosophy behind your practice?

ms: Before creating our practice, I had the great fortune to work in a few different practice modalities ranging from ophthalmologic and surgical to high-end shops to Costco and LensCrafters…and a few things in between. I noticed each modality had a strength and weakness. I tried to bring all these teachings to my own practice. I wanted to create a better overall patient experience—both the medical and optical side—and bring it all into one spot.

eb: Best trends you’re seeing in eyewear right now?

ms: I’m excited to see thick, chunky frames coming back. The styles are a little less hipster and more Elliott Gould in “Ocean’s Thirteen.” It crosses a lot of genres, and you see many different people wearing this style, from professional athletes to hip-hop stars.

A sleek and clean aesthetic exists inside and out

eb: How about eyecare and lens technology?

ms: There’s a lot of innovative technology that has up until this point been used strictly for medical patients. Instead of using this new technology to treat existing conditions such as glaucoma and macular degeneration, we’re now using it for preventative care. Gone are the days when we have to dilate every patient who walks through the door. Instead of dilation, we use retinal imaging. We can ease some of the anxiety and have a more meaningful dialogue with patients as we show them the images.

One new lens design I’m excited about is the HOYA Sync lens. It’s a nice transitional lens for patients just diagnosed with presbyopia. It’s not going to turn their stomach the way some progressive lenses do. It eases them into the world of progressives.

eb: What are your best-selling frame brands?

ms: One of our best-sellers and staff favorites is Lindberg. Almost all the staff has at least one pair of Lindbergs. It’s easy to sell when you love a product so much. It’s a lightweight collection and easy to customize the frame front and temples for length and color. You can also add personal engravings to the frames.

The other brand that’s a big seller is Leisure Society by Shane Baum. It’s a very limited handcrafted collection. The frames are made with such materials as 18K gold, silver, and titanium. They’re like an heirloom jewelry piece.

eb: How do you display the frames in your shop?

ms: The shop’s aesthetic is clean and simple, and that’s how we display the frames. We use custom-made pieces of oiled white oak wood for displays. They slot in so we can randomize the shelves. We can add or take away as need be. We don’t use a lot of P.O.P. (point-of-purchase items). We loved the fact that the practice is in a brand-new building so we could design the shop around that simple aesthetic.

eb: What qualities are must-haves for your staff?

ms: I didn’t have experience hiring staff until recently. So that morphed into how I view things today. What trumps all else when we hire is personality and demeanor. The person has to be a good fit and sync with the other team members. They also need to have a great rapport with customers and passion for eyecare. You can’t fake those qualities. If they are lacking in experience or knowledge, I’m happy to fill those gaps, but you can’t teach rapport and personality.

—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.