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STANDING OUT FROM
THE CROWD
By Denis Langlois
IN THE UNIQUE COMMUNITY OF STRATFORD, ONTARIO,
KNOWN FOR ITS CULTURE AND LIVE THEATRE, IS A SMALL
OPTICAL STORE WHOSE MISSION IT IS TO OUTFIT EVERY
CUSTOMER WITH DISTINCTIVE EYEWEAR.
McDonald-Weinheimer, who became
a licenced optician in 1987 after
graduating from Georgian College's
opticianry program, purchased the
store in 2005.
She says while working at the store,
the then-owner owner decided to
retire and asked her if she would be
interested in buying it.
Eyes to Buy now has four employees,
including two opticians. Eye examinations are also offered on site and, in
some cases, 24-hour service is
available.
Optician Shelagh McDonald-Weinheimer, the owner of Eyes to Buy Family
Optical Store, says her goal is to offer
personalized service to match each
customer with frames that suit their
own unique personality and style.
“I personally hand pick each frame
that arrives in our store from over 20
suppliers and we try to avoid bringing
in the same frame multiple times.
This way every single patient receives
a unique look,” she says.
The shop on Ontario Street has been
selling optical frames and sunglasses
for people of all ages since opening
in 2003.
24 EYE FOCUS | June Digital 2016
The store offers a wide variety of
frames; a reflection of the customer
base in Stratford, which McDonaldWeinheimer says is a is a diverse community whose residents have eyewear
needs that “run from funky fashion to
more conservative to everything
in between.”
Popular brands available at Eyes to
Buy Optical include Ziggy, Columbia,
Seraphin, Ray-Ban, ÖGA Eyewear,
Calvin Klein and Modo Eyewear.
“Currently, I am finding that solid
blocky frames, often with colour and
texture, appeal to our patients Alternately, lightweight, thin frames offer
a high comfort level,” she says.
McDonald-Weinheimer says she uses
standard marketing tools to promote
her business, such as print and digital
advertisements in the local newspaper.
The company also has a web presence
and McDonald-Weinheimer ensures
that its website, www.eyestobuyoptical.ca,
is updated regularly.
However, she says the oldest marketing
method – offering quality service that
gets noticed – is still the best way to
get customers through the door.
“Word of mouth still rules supreme
when it comes to bringing in new
patients,” she says.
McDonald-Weinheimer says owning
an independent optical store has
many benefits.
“I am free to use my experience to
custom fit eyewear to my patients that
will enhance their looks and life,”
she says.
“We strive to make their eyewear
purchase an easy and comfortable
experience.”
As for the future, McDonald-Weinheimer says her goal is to expand to add
a second location and also increase
the availability of the on-site eye
exams at Eyes to Buy.