framed
All in the family
Q . What kind of clientele does your store service ? A . We tend to service clientele who enjoy premium products because of the quality and longevity they offer . For example , the majority of our frames are made of either lightweight titanium or durable acetate in Italy , France or Japan . Our clients often return to us for their next eyewear purchase after experiencing ZEISS lenses and the customized vision they achieve by taking into account frame design , face shape and eye imperfections . We encourage our patients to drop by at any time for complimentary adjustments , maintenance and replacement nose pads and customers both appreciate and have come to expect this service . By Denis Langlois
Klein Optical recently marked its 25th year of business in the Gloucester suburb of Ottawa , Ontario .
Robert Klein , in partnership with his two sons Daniel and Peter , opened the eyewear and sunglasses store in 1991 in Ottawa ’ s Medical-Surgical Eye Building .
Daniel Klein , a licenced optician since 1987 , is now the current owner and face of the company . He works alongside a pair of eyewear consultants as well as his son Elliott , a lab Technician who also manages the company ’ s digital media .
Recently , Daniel Klein spoke with Optical Prism about his family-run business and the secret to its longevity .
48 Optical Prism | March 2017
Photo credit : John Major
Q . What are the primary brand names your store features ? What are your most popular styles ? A . When merchandising our store , we try to feature a mix of sought-after brands such as adidas , Maui Jim and Ray-Ban as well as high-quality European and Japanese designers that may have less awareness around them , such as KIO YAMATO , Orgreen and Masunaga . Drilled rimless frames by Silhouette are another style that are very popular , especially with patients concerned about the weight of their glasses . As of late , we ’ re reaching younger clients through simple streetwear-inspired labels that fashion-conscious youth find authenticity in , including Cheap Monday and Original Penguin .
Q . What kind of marketing tools do you use ? A . In the past year , we have aborted our use of direct mail due to the falling return on investment . Instead , we now run a very focused digital campaign . At the core of this campaign , our blog at kleinoptical . com profiles eyewear styles found in-store and discusses eye health and vision care solutions . We syndicate our content across Twitter , Facebook and Instagram daily and send a monthly email newsletter . This combination has allowed us to connect with new millennial customers while maintaining the direct contact that our more mature clientele enjoys . Q . What are some of the benefits of operating an independent outlet ? A . Operating as an independent boutique allows us to stock exactly what our customers want . We meet with representatives from each of our labels every season to handpick each frame with our clients in mind . As such , we maintain a spectrum of styles from simple classics to adventurous high-fashion pieces . The space we use to display our styles is also free from creative restrictions . Additionally , having a small team facilitates the creation of close relationships with our customers and we highly value their happiness and loyalty .
Q . Are there any changes or plans for the future for the store ? A . We ’ re very happy with our current location as we receive many referrals from the optometrists and ophthalmologists on-site . We ’ ve also found success using new technologies that directly benefit patients , such as i . Scription and i . Terminal by ZEISS , and we approach new tools such as these keenly when they emerge . For the future , we intend to expand our use of paid digital advertising to reach younger clients . As always , we will continue to adapt our inventory as trends and our clients ’ desires evolve .