Founded by Louis Vuitton Malletier, the world-famous luxury fashion house started to present its fashion-forward designs to the market in 1854, attracts all the attention with this black sunglasses model with truly striking and sophisticated details. The eye-catching sunglasses have reached a different dimension with the stone decorations placed in the middle of the eyebrows and temples.
July 2024
This elegant pair of sunglasses from the Spring/Summer 2024 eyewear collection of Fendi, the world-famous Italian fashion house based in Rome, is a great alternative for fashion-conscious eyewear wearers. Paying extra attention to fine details and premium materials in the design of the sunglasses, Fendi mesmerizes with mirrored lenses and sophisticated lines.
July 2024
Fahrani Empel, designer, model and artist, is the creative mind and soul behind Pawaka, a cult brand in the world of conceptual eyewear. Inspired by her personal itinerary between Indonesian heirloom memories and the vintage modernism of clean lines, minimal geometric shapes and pop colors, the brand welcomes the season with this stylish and sophisticated sunglasses model in hexagonal form.
July 2024
Silmo Istanbul is valuable in bringing together international exhibitors to introduce new products, share sectoral innovations and strengthen business relationships.
Hello Mrs. Dilhun. Could you introduce yourself a little bit and tell us about how your path crossed with the optical sector?
Hello, I started my education at Işık University in 2013. After two years of education, although I am from Izmir, I stayed in Istanbul and continued my business life here. I first started working at Etiler Optik in Etiler. With the support of Mr. Ufuk and Mrs. Seda, I gained 5 years of experience. Then I returned to Izmir, my hometown. Here, of course, I continued in the sector and started working at Atölye Gözlük Optik in Alsancak. I spent about another 5 years at Atölye Gözlük with the support of Mr. Esen and Mr. Kaan. Now, with more than 10 years of experience, my husband Aykut and I decided to open Anda, our dream.
Could you tell us about the establishment phase of Anda Optik?
Before establishing our optical store, we paid attention to researching the market and understanding the needs and preferences of potential customers. Analyzing the competition and examining the competitors in the local market helped us to make strategic decisions. We also took care to create a business plan, setting out our business goals, strategies, operational plans and financial forecasts. We had to provide a roadmap for the long-term success of our business, and we had to choose a suitable location for our store, taking into account factors such as accessibility, traffic density, demographic factors and even rental costs.
So what did you pay attention to while determining the location of Anda Optik?
We considered the target audience of our store and the segments of our potential customers. It was important that the store was easily accessible and located in a high-traffic area. For this reason, we also considered factors such as its proximity to main roads and public transportation. We had to make a strategic location choice by considering the locations of competing stores. Being far away from competitors or choosing a special location that would provide a competitive advantage was important at this stage. Demographic data in the region also played an important role in determining the target audience’s interest in the store. Visibility and visual appeal of the store were important. We believe that being located on the main streets will provide advantages in terms of reaching potential customers more easily and strengthening the brand’s image.
What are the most popular brands of optical and sunglasses sold in your store?
It is important to offer high quality products to customers. We consider factors such as the quality of acetate and metal frames used in optical and sunglasses. Our customers’ loyalty and perception of certain brands certainly influences the store’s brand choices. It is important for us to follow fashion trends and choose products that are in line with current fashion trends. While the majority prefers world-famous fashion brands, there is a segment that is now turning towards special designs with more boutique and different features. For this reason, in order to appeal to both sides, we have both fashion brands and boutique design brands in our store and obviously boutique products are more demanded.
Do you have products from every segment in your store?
Having different product segments increases the chance to appeal to different customer groups. Creating a broad customer base plays an important role in increasing potential sales. In addition, having different product segments allows us to meet the different needs of customers and often generates additional sales. Especially if competition is intense in a certain product segment, we believe that diversifying into different segments can provide a competitive advantage. I think we are a store that offers quality and diverse products, which can create a reliable image in the eyes of customers and increase the brand value of the store.
Designer brands are very popular in recent years. Do you also receive demand from your customers in this direction?
There is definitely a demand. The demand for designer, boutique brands has been increasing in recent years. Designer brands are generally known for their quality materials, original designs and brand prestige and therefore become a priority for many customers. In line with these demands, we are turning more towards designer brands and we sell them with pleasure. Our customers are usually looking for quality, prestige and uniqueness when they prefer designer brands and they can find them all in these products.
Street stores or being located in a shopping mall? What is your preference and what are the reasons?
Frankly speaking, I have always liked the high street stores more. For this reason, every process of my business life has been in street stores. This is also why I preferred a high street store for Anda Optik. Because high street stores are usually located on main roads or busy streets, they are open to more pedestrian traffic and potential customers. The street can have more visibility compared to shopping centers. The use of shop windows, signage and outdoor advertising can help the store stand out. The feeling of discovering and exploring a random store on the street is a more pleasant option for some customers.
What do you think about the necessity of in-sector sales and training briefings?
In-sector trainings can of course increase the product knowledge of store employees. It can help them learn about new trends and technologies and help us provide better service to the customer. These trainings can strengthen the brand image of our store and increase customer loyalty. It is of course important that store employees are regularly trained and informed, but I think that these trainings have decreased compared to the past. Organizing regular training programs on the introduction of new products, current sales techniques and customer relations can ensure the continuous development of employees. Nowadays, thanks to technology, we can find many useful training opportunities.
What do you think about the rate and awareness of eyeglass use in our country? What can be done to increase eyeglass use and who has a role to play?
It is important to increase the level of knowledge about the importance of eyeglass use and eye health in society. Eye health campaigns, seminars and communication channels, especially social media, can certainly be used to raise public awareness about the use of glasses. Regular eye examinations are important for early detection of visual impairments and prescription of appropriate glasses.
We should also consider measures such as health insurance covering the cost of eyeglasses. Finally, I would like to add that educational programs on eye health (diagnosis) control and the use of glasses should be organized in schools.
How would you evaluate the 10th Silmo Istanbul Optical Fair, which was held for the 10th time with a new and larger service area?
The developments in Turkey’s optical sector are ideally showcased at Silmo Istanbul Optical Fair. Silmo Istanbul brings together international exhibitors in the optical industry and provides an important platform for introducing new products, sharing sectoral innovations and strengthening business relationships.
Thank you very much for this valuable interview. Could you tell us your comments on the transition of our magazine 4 your eyes to digital publishing?
Honestly, I find digital publishing more practical. It gives us the opportunity to interact with your magazine and get feedback, even if we are far away. It would be very enjoyable for us to be able to share our thoughts on the content, make comments and even share the content via social media. We wish you continued success.
July 2024
Silmo Istanbul enables companies to carry out both marketing and promotional activities together. For this reason, I believe that the fair creates a valuable advantage.
Hello Mr. Halil, after briefly introducing yourself to our readers, could you share your story of entering the optical sector?
Hello, I am Halil İbrahim Akşehirli. I come from a family that has been serving the optical sector for three generations. In addition to wholesaling, I continue our activities in the retail chain with ten stores under the name of Güven Optik, which I took from my father and which I continue and which is currently managed by my son Hasan Basri Akşehirli. Our path is the imagination that we need for glasses and that will express our identity, and advanced ideas that will bring imagination to life. After knowing and understanding these, it is to apply them, to turn them into life. A positive outlook, a healthy body, knowing your interlocutor yourself are indispensable elements of my philosophy of life.
Could you tell us about the establishment, development and sectoral vision of Potential Optical?
For Potential Optical, we can say that it is basically an innovative professional breakthrough of the family, which has been working as an optician since 1959, in accordance with the present day. Our goal is to deliver a wide and high quality product range to customers with the best price and service. In our offices in Üsküdar, Istanbul and Bornova, Izmir, all optical store owners can examine our products at any time by appointment. Our collections offer the best comfort while maximizing the health and elegance of its users in a fast-paced lifestyle. We continue our activities uninterruptedly with our unique and sustainable patented models.
How many brands do you have within the company? What would you like to say about their main features, interaction groups and their position in the sector?
As Potential Optical, we have our own valuable brands that we have been distributing in Turkey and other countries since 2018. Motivum, which gives life motivation to all its users, Freemood, which is highly compatible with free-spirited individuals, and Eyewear1959 are currently among our brands. We are also excited to introduce a very high quality eyewear group to the sector next month. I would also like to mention that Potential Optical is expanding our distributorship network with new countries to be added. Our priority in all our brands is always to make you feel our current spirit and logic in the best way. The lightness of the materials used in our brands and models prevents the weight that may occur during use with the flexibility of the frame. It has managed to attract the attention of free-spirited characters with minimalist designs and an ingenious fashion sense. Our collections, which have a stylistic appeal, have been able to appeal to many styles with their color range.
With what factors do you determine the collections of your brands?
The technology accumulated over time in various production areas and the experience of devoted efforts have permeated innovative products and created the timeless identity of our brands. The compliance of the materials used with health standards, their quality and their suitability for opticianry are among the indispensable qualities of the collections offered by our company. In addition, we attach great importance to the fact that our collections contain free-spirited, free models and that they are compatible with every season and every fashion. At Potential Optical, we appreciate the value of every moment and strive to continue the history of our brands only in the pursuit of eternal value.
Do you plan to add new brands to Potential Optical?
We have accumulated experience, skill and dedication over the years. Our priority when adding new brands has always been to understand and communicate the spirit of the brand. Thus, at Potential Optical, our selfless effort to find answers has become our innovation. For this reason, the priority is always to take our brands to a higher level. While we are focused on giving our existing brands timeless identities, as a company that is developing, growing and evolving in a good way, we of course have an open mind to consider new, potential brands.
What is your strategy for expanding your distribution and sales network?
As Potential Optical, we serve every region of Turkey with three separate distribution and sales teams. Our dynamic and well-equipped team provides information to our colleagues who love and appreciate our product by explaining the difference and benefits of our products one-on-one, completely, without disturbing them. Undoubtedly, our distribution and sales network development efforts are gaining momentum every day and we continue to reach a wider audience in this sense. Our presence in the fair led by Silmo Istanbul, the advertisements we place in 4 your eyes Optik Magazin magazine, as well as our current presence in digital channels play an important role in strengthening our sales network.
Could you tell us about your services for your customers during and after sales?
As Potential Optical, we have an in-house experience center. While determining our marketing strategies, we carefully consider the after-sales process as well as the sales. Since we give optimum importance to after-sales support, I think that we make the users and the opticianry establishment smile.
Which communication tools do you find more effective for promoting your brands? How do you inform your customers about campaigns and innovations?
Understanding and recognizing the target audience is the first and most important step in brand promotion. I believe that the most effective information about the difference and benefits of our products is one-to-one, face-to-face. When you get to know the sector, that is, your target audience, it is very important to be able to analyze the insights you will get from them and the data you observe to understand our sector in the best way. I always think that the findings we reach as a result of the analysis will help us make effective decisions about how and when to present our brands. In line with all this, Potential Optical prefers to interact with our target audience on digital platforms and on our website.
Do you follow international fairs and what are your thoughts on this subject?
Of course we follow international fairs. We will continue to be a participant as Potential Optical in the following years. I think that these global events create valuable opportunities for the development of our industry. We can say that fairs are the common meeting point for the latest technologies and trendy brands and countless collections.
As an exhibitor, how would you evaluate the 10th Silmo Istanbul Optical Fair with its new and larger service area since its inception?
The developments in our sector and the new formations in the market have created an environment where competition is intense. Today, I no longer consider it sufficient to produce and market only quality goods in order to achieve success and make sales. Because in today’s conditions, consumers can encounter different prices, quality and forms of the same goods and have the chance to choose the goods or services they need among different alternatives. In such a market environment, participation in Silmo Istanbul Optical Fair offers significant advantages to companies. The fair enables companies to carry out both marketing and promotional activities together. For this reason, I find Silmo Istanbul’s sincere support activities for the sector and us important. The fair, which is organized with remarkable intelligence; well-trained employees, active and successful pre-fair and during the fair promotion activities, design and carefully carried out post-fair activities have been improving over the years. We would like to thank the entire Silmo Istanbul team.
Thank you very much for this valuable interview. Finally, what do you think about the transition of our magazine 4 your eyes to digital publication?
I think your magazine is a successful factor in keeping up with the current news. I find it very successful that it provides information about the development and innovations of many companies that are well-known or well-known in the sector. I also appreciate your adaptation to the digital age and wish you continued success. Thank you.
July 2024
Swarovski presents a new eyewear collection designed by Global Creative Director Giovanna Engelbert, inspired by the brand’s legendary jewelry collections.
Constella’s Inspiration
Swarovski’s Spring/Summer 2024 eyewear collection, created in collaboration with EssilorLuxottica, features a new sunglasses model inspired by the brand’s iconic Constella jewelry. The Swarovski crystals on these gorgeous sunglasses, which wrap the face, sparkle like a distant galaxy. The specially designed oval cat-eye shape gives the piece a contemporary feel. These metal sunglasses promise to make any piece shine with a flashy and striking style that will make you shine. Revealing the allure of the galaxy, it features curved temples and a detailed design with a half-rim ring, complemented by a total of 22 sparkling Swarovski crystals along the frame and temples. Inspired by Swarovski’s Constella jewelry, the temples are curved and connected to the frame from above, creating a perfect harmony. It reveals a constellation of Swarovski crystals in clear or golden shadow.
Lucent’s Sparkle
Inspired by the glamorous Lucent jewelry collection, Swarovski’s innovative joining in the new designs is reminiscent of the legendary Lucent crystal jewelry finishes. New transparent acetate frames and clear Lucent crystals are presented for the first time in these designs. The bright and cheerful styles in this family come in a choice of colors designed for those with a bold and playful spirit. Swarovski turns heads with modern square acetate framed sunglasses whose temples are complemented by striking crystals in vibrant colors. Swarovski effortlessly enhances all styles and brings them together flawlessly.
Imber’s Art
Never one to skimp on the glamor, Swarovski, in its new designs inspired by the Imber collection, arranges dazzling round crystals with detailed and artistic craftsmanship within bulging metal bezel inserts, just like the Imber accessories. The powerful acetate-framed sunglasses in this family are embellished with bold round crystals. A center of attention, these acetate sunglasses instantly captivate everyone with their sparkle. These cushion-shaped designs are both boldly chic and striking, thanks to the large crystals complemented by metal on the temples. The round acetate optical model is adorned with four crystals adorning each temple, radiating a unique Swarovski sparkle. Swarovski presents another unique eyewear design inspired by the Imber family and the sea. With the vibrant blue-green hues of an ocean sparkling under the sun and a structure reminiscent of sea goggles, this modern and natural eyewear features a total of 130 crystals that intensify the amount of light falling on the lenses, frame and temples. Finished with a removable strap, the black colorway offers an ocean-inspired look that is as stylish as it is sporty. These playful sunglasses offer a sporty fusion of function and fashion with a vibrant, sea-inspired design that reflects light. The design’s organic shape, reminiscent of sea goggles, offers unparalleled eye protection and a stylish interpretation, while shimmering crystals evoke the dizzying sparkle of the ocean.
Matrix’s Look
Inspired by the light-reflecting properties of pavé crystal installations, the new eyewear from the Matrix collection seamlessly combines legendary jewelry designs with contemporary designs, complemented by both intricate and simpler details. The innovative designs are presented in a bold, modern style with a semi-curved shape that seems to float in mid-air, framed by a metal bar embellished with continuous micro pavé crystals and extending downward from the temple ends. In the shape of a cat’s eye, the new sleek metal sunglasses offer an accessory that can be worn with any outfit. Finished with an array of Swarovski crystals running seamlessly along the temples and bridge, they effortlessly command attention and create a unique sparkle. Blending exceptional fashion and crystal craftsmanship, Swarovski adds sparkle to any look with this design. The modern sunglasses have a minimalist aesthetic with half-rim ring lenses. The embellished top bar and Swarovski crystal-encrusted temples that connect to the frame from above keep this modern half-rimmed design in place. Designed with meticulous attention to detail and featuring large oval lenses that are seamlessly joined by a metal bridge, the sunglasses offer a modern and stylish look. The metal temples are connected to the frame from above with crystallized pavé inserts, offering that flawless sparkle we know from Swarovski jewellery.
Swan Touch
Shimmering beyond traditional boundaries and embracing the extraordinary, the new eyewear, inspired by Swarovski’s iconic Swan, not only offers the wearer style with its striking structures, but also proudly represents the brand’s timeless heritage. The designs are complemented by a dazzling pavé crystal setting that adorns the two sides of the unique mask-shaped lenses and elegantly extends along the temples, reaching all the way to the tips. The legendary Swarovski swan, the emblem of crystal love that embodies joyful splendor and perpetual motion, adds exclusivity to this contemporary mask-shaped sunglass design. Beautifully embellished with more than three hundred crystals, these sunglasses will undoubtedly turn heads.
July 2024
Mazzucchelli 1849 has focused sustainability. No longer satisfied with only high quality and aesthetics, the company is expanding its eco-friendly activities with a new production facility.
Starting as a small factory in 1849, Mazzucchelli 1849’s acetates have become world-renowned. 175 years have passed since Santino Mazzucchelli opened a tiny factory to manufacture combs and buttons made from animal horn, bone and tortoiseshell. During these 175 years that small factory grew and, thanks to the foresight and ideas of the members of the Mazzucchelli family, who understood its potential, generation after generation, it became what it is today: an international company with a highly sophisticated know-how, world leader in production and distribution of cellulose acetate granules and sheets, mainly used in the eyewear market. Mazzucchelli 1849 has evolved into an international leader in the cellulose acetate production industry, celebrated for its craftsmanship and innovation. As the company celebrates its 175th anniversary, we present the interview of Group Product Development Manager Elena Orsi Mazzucchelli about the development of sustainable materials and its vision for strategic expansion.
Mazzucchelli 1849’s legacy spans six generations. How does the company balance the preservation of tradition and craftsmanship with its drive for innovation in a rapidly evolving market?
This question deserves serious consideration. Sometimes a mindset and an approach to work that come naturally are not easy to explain. Mazzucchelli preserves the tradition of modernity, it’s the way of being of the family conveyed to the company. Mazzucchelli’s activities have changed over time, but the focus on the quality of what we produce has not changed and, above all, the same as always is the driving force that leads us to look beyond. It is not only necessary to decipher and understand the market, but, mainly, to be one step ahead. You have to weigh up and make strict choices but then believe in what you do and carry it out with determination. Changes may be very violent, quick and impacting nowadays. It becomes essential to work with a cohesive team. I believe in the key role of the human figure, the quality of the people involved in the company certainly makes the difference. The centrality of the person and craftsmanship must be preserved addressing aspects related to all-round sustainability.
We understand that Mazzucchelli 1849 is opening a new production facility this year. Could you provide details on the motivation behind this expansion, the technologies or capabilities it will introduce, and how it aligns with the company’s vision for the future?
In particular, opening our new plant means that we have redesigned our processes to use energy from renewable sources and have much lower energy consumption, lower water consumption, lower process waste and higher production efficiency. This specifically means that we have redesigned our processes in order to use energy from renewable sources and to have much lower energy consumption, lower water consumption, lower process waste and higher production efficiency. This is thanks to new, entirely re-designed machinery, a high level of automation and an innovative production process control system.
Talking about sustainability also means finding solutions with a lower environmental impact: for this reason, we planned the construction of a Waste Recovery Centre, which will be able to treat the cellulose acetate waste generated by our processes and transform it into End of Waste, to be recovered in the chemical recycling plant of our supplier Eastman. This circular process of acetate waste recovery can also be offered to our customers, helping to reduce the global quantities of waste that are currently sent to landfill.
How does the company incorporate sustainability into its corporate direction, and can you elaborate on its efforts, particularly in developing sustainable materials like M49 bioplastic?
Most of the investments carried out in recent years have been directed towards improvements in processes, materials and technologies so as to have a better impact on the environment. One of them is M49, Mazzucchelli bioplastic, whose formula combines the physical mechanical characteristics of the classical formulation with a characteristic of strong eco-sustainability. Traditional plasticizer has been replaced by a plasticizing solution of vegetable origin, thus making M49 a bioplastic with a remarkable bio-based content. A far more recent example of Mazzucchelli commitment to sustainability is the collaboration with the US company Eastman started in 2020. Following this collaboration, Mazzucchelli has decided to add to its production the manufacturing of sheets made with Acetate Renew™, an innovative flake generated through a process, called Carbon Renewal Technology, that transforms plastic waste into primary molecules in order to obtain the raw material again.
Mazzucchelli 1849 is known for collaborating with some of the best companies globally. Could you share examples of successful collaborations and how these partnerships have contributed to the company’s success?
We collaborate with all our customers trying to share innovation and improvement programs and projects, ranging from system integration to the development of new products. We are very proud of the collaboration with our main raw material supplier, Eastman Chemical, one of the most important companies in the world in the production of plastic materials and at the forefront of chemical recycling processes. The collaboration with Eastman will allow us to create a circular waste and waste recovery process that goes in the direction of increasing the sustainability of our businesses.
How does Mazzucchelli 1849 envision its role in the future of the cellulose acetate production industry, and what steps is the company taking to adapt to emerging challenges and opportunities?
Mazzucchelli wants to continue to play an important role in the world of cellulose acetate. Mazzucchelli is and wants to continue to be the most important reference for those who work in the eyewear market, especially, but not only, high-end eyewear. This is why it is important to guarantee innovation not only in design and color variations, but in materials and processes, as far as production and supply chain integration are concerned. Today it is no longer enough to be able to make a product that is aesthetically and technically up to par; it is necessary to develop solutions that respond to the needs of material sustainability, increasingly high quality and increasingly flexible and fast service. Mazzucchelli is investing resources and energy to respond to new emerging needs, and the investments in the new factory and the waste recovery center are just some of the new steps we are taking.
Source: 20/20 Europe
July 2024
The world-famous American rapper and music video director Asap Rocky, whose real name is Rakim Athelstone Mayers, continues to collaborate with great singers like Rihanna and mesmerize his fans with his music. Asap Rocky completed his style enriched with unique accessories with a stylish pair of sunglasses from Bottega Veneta’s Unapologetic line. Asap Rocky look amazing.
June 2024
American talented actress Anya Taylor Joy, who has been rapidly climbing the ladder of fame in recent years, continues to make an important career in modeling at the same time.
August 2024
Beyonce, the American singer with a global fan base and fame, manages to attract all the attention with her stunning and flashy stage costumes as well as her stage performances and dance shows at her concerts. The famous singer Beyonce preferred the most vivid shade of red in this photo taken while on stage. Shining Beyonce’s stylish Balenciaga sunglasses look great on her.
June 2024
