Independent Optical Earns Second Position in INVISION's 2023-24 Optical Retailer Assessment
Every year, INVISION assesses optical retailers across the United States and Canada, seeking those that excel in the industry. For the 2023-24 period, Independent Optical was honored with second position among the top three chosen to receive this award. According to Dee Carroll, INVISION’s editor and coordinator of this process, “Independent Optical’s dedication to offering “craft eyewear” can be seen in every aspect of this well thought out business. Stores are judged on appearance inside and out, merchandising and the approach to the business. Says Carroll “ We loved that this is a labor of love for a father and son”. According to industry executive and judge David Duralde about Independent Optical “ It’s businesses that make the effort to stand out and provide excellent care and do this in a way that is fun and engaging, that add oxygen to our industry”. Our business opened here in 2019 with the purpose of offering both a unique product and a unique experience to the local area. Eyewear has been severely commoditized in recent years. It’s produced by a very small number of very large corporations. That’s why it all seems to look the same, regardless of where you go. Our Mount Pleasant gallery is an eyewear Mecca with brands from around the world, and not just a few pairs of each. We offer an astounding selection of true hand-crafted frames from places such as France, Japan, Denmark and even made here in America. But no Chinese. We have issues, with both quality and philosophically.
We also pride ourselves in stocking a broad selection from affordable to exotic. The consumer pays a premium for so-called “designer eyewear” when in fact, many of those design houses were sold to conglomerates years ago. What you get is OK quality and a big bill for the use of the name. You can get a frame ethically produced and of high quality without spending more than you would for a branded frame. Our frames have the dollars in the materials and construction quality, not royalty payments.
As well as offering eyewear from unique sources, Independent Optical is a full service vision clinic as well. We do exams, contacts and the full spectrum of eye health services. The equipment we utilize is both extensive and state-of the art. Most importantly, we’re not in a rush. Our exams take as long as they do. We want to be certain your vision is as good as it can possibly be, so we take the extra steps
It’s a true honor to be selected, especially after only four years of operation. We set out to create something absolutely unique to the Charleston region. But our goal was for it to be national caliber. And though we achieved that, we intend to continue to improve.
JUDGES’ COMMENTS
Their marketing tagline says it all: “Ugly glasses not sold here.” The clever, snarky feel of the marketing speak gets people thinking about what is possible with an elevated eyewear experience. That’s the beauty of independent thinking in the eyewear space. It’s businesses (that) make the effort to stand out and provide excellent care and do this in a way that is fun and engaging, that add oxygen to our industry. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
The story is in the name, Independent Optical. With his sights set not on the immediate sale but building trust and relationships with his patients, Dr. Jake is providing an experience first and offerings second. With craft — Jenn Denham, Head of Business Development, Review Wave, McKinney, TX
I am always a fan of older buildings and retaining or using old brick to create the feel of an older structure. The old “sewing machine” style legs on the display tables bring back memories of my grandmother. — Jan Ennis, President/CEO, Ennco Display Systems, Redmond, WA
I very much enjoyed how they thoroughly and thoughtfully answered every single question. It seems they have taken the same approach in their store. Everything is done very thoughtfully and intentionally. The store itself is very cool. All of the details make it such a unique and welcoming space. — Paige Kraemer, ABOC, Sales Consultant – Minnesota, Cherry Optical Lab, Green Bay, WI
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