As Vision Expo West descends on Las Vegas, so do a litany of specialized optical shop owners from across North America and beyond.
WWD spoke with four boutique owners from cities across the U.S., and while their client bases are diverse, some clear trends have emerged. For one, shoppers have a growing appetite for innovation, sustainable materials and color.
Here, retailers share their views on the eyewear market.
Eyewear Love Affair, Oakland, Calif.
Owner: Autianna Wilson, internationally known as “The Optical Goddess”
Key brands: Folc, Jowway, GodxxÂ
WWD: What trends are customers looking for in both optical and sun?
Autianna Wilson: At Eyewear Love Affair, I don’t curate my inventory based on trends. Instead, I seek out unique eyewear designers whose craftsmanship tells a story and sparks conversation. My customers aren’t looking for what’s trending — they’re seeking something extraordinary, something they won’t find anywhere else.
WWD: In the age of social media and personal eye care, do you find customers are more informed about their personal eye care?
A.W.: I don’t think so. Social media often highlights influencers who may not have a deep understanding of eyewear and eye care. There’s a surge of influencers promoting online eyewear brands that offer multiple pairs of “accessible” glasses, often with poor fits. This can mislead consumers into purchasing eyewear without understanding what truly suits their prescription, face shape and style.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2024?
A.W.: One of the key lessons I’ve learned is the importance of innovation, standing out and knowing when to take calculated risks in entrepreneurship. It’s crucial to develop a concept that feels fresh and unique, something that people didn’t even realize they needed but will come to crave.
WWD: What are you on the lookout for at Vision Expo West this year?
A.W.: This year, I’m focused on discovering a new, small, independent eyewear brand that caters to petite faces. While many well-known independent brands already serve this market, they often cater to smaller, Eurocentric features. I’m searching for something different, with a low U.S. presence, that will truly fit ethnic features.
Line of Sight, Hudson Yards, New York City
Owner: Dr. Jennifer Tsai
Key brands: Ahlem, Barton Perreira, Matsuda, Lindberg, Cartier, Dita, Dior, Fendi, Celine, Kuboraum, Caroline Abram
WWD: What are the key trends customers are looking for in both optical and sun?
Jennifer Tsai: Eyewear that is made of sustainable materials, lightweight but tech-integrated. I also think personalization and customization is key to reflect personal style.
WWD: In the age of social media and personal eye care, do you find customers are more informed about their personal eye care?
J.T.: Yes, I do see that customers are more aware through educational content, with growing interest in preventative care, and more influenced interest in eye care and personal health.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2024?
J.T.: In this day and age, focusing on customer experience is key to building loyalty. I would also say learning how to leverage technology and building a strong online presence through content creation and online reviews.
WWD: What are you on the lookout for at Vision Expo West this year?
J.T.: I am interested to see what brands branch out into creating an experiential booth for attendees. I am curious to see what new styles and colors are inspired in the eyewear industry that feel different and unique.
Accessoreyes Optometry, Pasadena, Calif.
Owner: Privately owned practice established by Dr. Elda Mehrabyan
Key brands: Face a Face, Blake Kuwahara, Gotti, Masahiro Maruyama, Minima, Mykita, Rudy Project, Theo, T Henri, Woow
WWD: What are the key trends customers are looking for in both optical and sun?Â
Elda Mehrabyan: Face a Face, Masahiro, Mykita
WWD: In the age of social media and personal eye care, do you find customers are more informed about their personal eye care?
E.M.: In the medical realm, patients are more aware of marketing geared toward facial/beauty enhancements and dry-eye therapy options. In the optical arena, the general customer definitely has constant exposure to nonindependent brands. However, the discerning customer will do their own research to look for unique independent brands without logos or brand markings.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2024?
E.M.: I have created a niche practice and a concierge style patient care. It has worked well for us and patients like the individualized care and service they receive at Accessoreyes. Be unique and don’t follow the standard office layout and structure. People often comment with wonder on our “spa like” or “luxury hotel lobby” appearance and how comfortable they feel when they first walk in.Â
WWD: What are you on the lookout for at Vision Expo West this year?
E.M.: We are always on the lookout for privately owned companies who take pride in their work and will go above and beyond to create that unique eyewear, utilizing the highest quality materials, not compromising quality over quantity.
 EyeGallery of Scarsdale, Scarsdale and Chappaqua, N.Y.
Owner: Dr. Michael Rosen
Key brands:Â Jacques Marie Mage, Ahlem, Barton Perreira, Chrome Hearts, Press Eyewear, Chanel, Celine, Dior, Blake Kuwahara, Lindberg, Mykita, Thiery Lasry, Salt Optics, Oliver Peoples, Lunor
WWD: What are the key trends customers are looking for in both optical and sun?Â
Michael Rosen: Honestly, both oversize and wire sunglasses are in equal demand, along with some narrower frames gaining in popularity. There seems to be more demand for color as well. Truly a mix. The brands we carry reflect the need for a full variety of classic looks as well as unusual craftsmanship. People are looking for a variety of options, sometimes opting for both a conservative style in addition to funky/colorful styles.
WWD: In the age of social media and personal eye care, do you find customers are more informed about their personal eye care?
M.R.: People do seem to be more knowledgeable about certain aspects of eyewear than ever….That being said, their views are skewed by the big-box advertisers and lower price point of brands like Warby Parker. These places have “cheapened” people’s perception of eyewear. We do our best to educate our patients and customers from the moment they enter the door.Â
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2024?
M.R.: Be true to yourself and be passionate about what you do. Don’t follow the masses. Carve your own path. If you believe in what you’re doing and providing, your patients will as well.Â
WWD: What are you on the lookout for at Vision Expo West this year?
M.R.: The latest in diagnostic equipment in detecting early eye disease and dry eye treatment, and of course, the best of the best in luxury eyewear.