Not everybody can call themselves a “DESIGNER OPTICIAN”!
Anarchic competition consecutive to a multiplication of outlets. “Irresponsible” political decisions creating a lack of confidence in the future… very tight and strict price control by insurance groups… are all factors… that reduce the profitability of Opticians and contribute to reducing their resale value! In response to these pressures, and to maintain their markets, many opticians feel it is good to stand out by adopting a niche position commonly called “Designer”.
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Although the approach is appealing, it proves highly dangerous!!!

On the one hand because the number of “Designer Stores” has literally exploded in recent years and no longer have the originality of the first ones. On the other hand, because the big brand leaders in creation have formed their network and no longer really open their products up to new distributors.

Finally, because today such positioning requires in-depth aesthetic and psychological insight.

It is important to bear in mind that being a “DESIGNER OPTICIAN” does not mean simply selling glasses known as “Designers”, but being able to make your own creations!
There is a big difference between being a distributor of famous brands of glasses, and being a vendor of advice through “creative” products. These are not the same jobs, so not necessarily the same skills! In the first case, the client is looking for identity, or has a need for recognition, and buys more the brand than the product itself; They will feel secure with the quality image that the brand carries, and valued by the world of communication it conveys. In the second case, the approach is quite different: the Optician must be constantly selectively searching for the most appropriate products for client needs, to give them the right answer to their aesthetic problem, along with their emotional and financial expectations.
Each year, manufacturers appear on the market who claim the image of “Designer” simply because they are playing on the effects of different colours between the face and arms! It’s not serious…. An authentic “designer” recognises every creative research effort made in the long-term: use of techniques and new materials, original assembly processes, and even ability to work with fashion trends with originality!
It is through personal contacts they have developed at major international exhibitions that the Optician claiming positioning as a “Designer” must be able, through the exercise of sharp intuition to identify truly innovative products.
Thus, “The Deisgner Optician” must at the same time be a “Talent Scout Optician” and must themselves be talented! We are far from the “glasses merchant”

To finish with “Innate Good Taste”

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