Blackfin has expanded its Pacific range, adding four new optical styles. The entire 2023 Autumn/Winter collection features bold colors that highlight the quality of titanium, which, thanks to the brand’s technical skills, allows the creation of extraordinary colors and nuances. The new Blackfin Pacific frames are characterized by color accents that subtly blend the elegance of classic contours with the modernity of timeless contemporary minimalist design.
November 2023
Barton Perreira 2023 Sonbahar/Kış koleksiyonuyla beğeni topluyor. Markanın yeni koleksiyonunda eşsiz geometrik şekli ve titanyum ile Japon asetatın birleşiminden oluşan profili ile Pickford isimli model öne çıkıyor. Modelin renk paletini doğadaki manzaraları ve okyanus dalgalarını yansıtan tonlar oluşturuyor. Koleksiyonda 1960’ların Pop Art hareketinden ilham alınarak tasarlanan dikdörtgen model Binti de dikkatleri çekiyor.
November 2023
In the fall of 2023, Andy Wolf is launching one of its sunglasses classics as an optical version Chervil alias 4806. The aviator glasses, characterized by their characteristic teardrop shape and slim metal frames, have been a symbol of adventure and fascination since their creation in the 1930s. The 4806 by Andy Wolf represents a remarkable reinterpretation of this classic, leaving room for experimentation with leaf-shaped lenses. The model is available in four color variations, from shiny gold to a matte gunmetal color.
November 2023
Alcon announced the global launch of Total30® Multifocal, the first and only monthly Water Gradient multifocal contact lens. Ian Bell, President of Global Business and Innovation at Alcon said: “Now, with the introduction of Total30 Multifocal, we’re bringing the exceptional comfort of Water Gradient Technology to contact lens wearers with presbyopia who prefer a monthly replacement schedule. The lens material approaches 100% water at the surface so all that touches your eye is a gentle cushion of moisture. This will not only transform the multifocal lens-wearing experience, but also ensure an exceptional fitting experience for eye care professionals.”
November 2023
Philipp Plein offers luxury eyewear that resembles jewelry with its design, details and high quality as a result of its collaboration with De Rigo.
Founded by German fashion designer Philipp Plein, the luxury brand continues to gain worldwide acclaim for its distinctive, high quality and unique products. With its collaboration with De Rigo, Philipp Plein has proven that it is also assertive in eyewear fashion with its rapid global rise. We interview Philipp Plein, the brand’s Founder and Creative Director, about his successful De Rigo partnership, the inspirations behind his designs, the features of eyewear collections and the future goals of the brand.
You founded your brand when you were only 20 years old. What motivated you the most for this bold initiative? Could we say that you realized all of your dreams at that time when you look back from today?
Well, we have just started actually. We are expanding the brand and we started with eyewear business two years ago together with De Rigo. This partnership has been a big global success. We are very excited about this partnership with De Rigo, because it gave us the opportunity to bring our brand into a new market of optical frames and sunglasses, where we were not presented before. So as you can imagine, we have just started to expand in many new markets with new product categories. For instance, we now have also watch business, which is new to us, hotel business and now the next step will be also opening the restaurant, which we are starting from next year in Milano, and yes many more dreams are yet to come.
What does the fashion industry mean to you as a designer who has achieved great success?
Fashion is something, which never stops. Fashion is always moving very fast and changing. Fashion lives some changes. We are here to adapt ourselves. Our society is changing, our clients are changing, and the fashion is changing too. So, its something, which is very fluent and very fast.
You create collections for many product groups. Are your sources of inspiration constantly changing? What encourages you the most to design?
I always find inspiration from everywhere. You just have to be ready to led the inspiration come to you. A lot of people think that they have to travel to foreign places, but that’s not true. You get the inspiration whenever you are ready to be inspired and you can get inspired by anything. It can be a beautiful dinner or a meal, it can be just walking on the street. You can find inspiration all over the place. Inspiration is all around us.
Compared to your other products, does eyewear design require different qualities?
Yes, if you want to have a success in this business, first of all you have to learn how to translate your brand into a pair of eyewear. Eyewear design does not give you so much space. If you design a dress or a t- shirt, you have a lot of space to explore and to put your prints or designs on it. But with eyewear we have a speacial product here. It is very defined and you have to be very precise. Then of course design has to follow function and this is very important. We have to design a product, which is wearable. Because you can may be wear crazy dress, but if you put something straight in your face you have to have the comfort, the functionality and never forget it is on your face. People are very particular when it comes to their face. So designing eyewear is a really challenge, but I think we did something very well. Because we have a product, which is definitely different than the most of the other products in the market, so it stands out.
What are the main features that distinguish a pair of Philipp Plein eyewear from others?
You can just look at the details. The logo is on everywhere in small spaces. There is small logos inside the temple. Its all in the details and a pair of Philipp Plein eyewear is like a piece of jewelery. It is not even anymore just a a pair of shades, it is a piece of jewelery. When you look at the everything of a pair of Philipp Plein eyewear, you can find these features. It is really something special and of course the quality is outstanding. Because we are working with best of the best, with our partner De Rigo. We have the the best suppliers and manufacturers in the world.
You entered the eyewear industry with your collaboration with De Rigo. Could you tell us about the reasons of this choise?
De Rigo is one of the four big players in the market. De Rigo is a family company, which is very traditional and successful in what they do since many years and it is all about their approach and also the fact that they have the quality and understanding of quality which is very necessary to design outstanding eyewear. Because you can find beautiful product, but then the quality is not the same. This is why we decided to go company, which has all these features, and De Rigo definitely fullfills this. We can may be deliver the design but then you have to have right people to execute it. This is what we have with De Rigo. It is hard to find something at the moment, which is better and higher in terms of quality and design than the a pair of Philipp Plein eyewear. De Rigo also understood the vision, and applied the best the price positioning.
Yakın zamanda De Rigo ile Plein Sport markanıza ait gözlükler için de küresel bir lisans anlaşması imzaladınız. Plein Sport koleksiyonunu ne zaman piyasada görebileceğiz? Nasıl bir koleksiyon olacak?
Plein Sport çok ilginç bir proje, çünkü Philipp Plein Eyewear’dan tamamen farklı. Çok daha ticari bir yaklaşıma sahip ve çok daha geniş bir dağıtıma odaklanacak. Tasarım açısından daha demokratik. Spor bir marka ve konumlandırma açısından Oakley’e daha yakın olabilir. Koleksiyon bu yılın sonunda, gelecek yılın başında piyasaya çıkacak. Yani 2024’ün ilk çeyreğinde Plein Sport gözlük koleksiyonunu piyasaya süreceğiz ve bu bizim için çok heyecan verici. Çünkü Plein Sport markalaşma, logolar gibi özellikler açısından tamamen farklı bir proje, markanın Dna’sı kesinlikle farklı. Teknik olarak hafif çerçevelerimiz, spor çerçevelerimiz, koşmak için çerçevelerimiz, bisiklete binmek için çerçevelerimiz ve tabii ki günlük kullanım için çerçevelerimiz var. Ancak hepsine baktığımızda, işlevin en üstte olduğunu söylemeliyim.
Kasım 2023
New York-based eyewear brand Modo is expanding its existing Air, Bold and Sun collections with new models special for the Spring/Summer 2023 season.
Modo is a New York-based eyewear label that has been creating minimalist, on-trend designs since 1990. The brand uses innovative materials and high-tech manufacturing techniques to create durable frames that are also built with longevity in mind. MODO has offices in New York, Milan, and Stockholm, and is distributed in over 50 countries. The brand is also dedicated to sustainability and social equality, supporting various charities and using eco-conscious manufacturing practices. The brand, which never uses visible logos on its products, presents the new 2023 Spring/Summer optical and sunglasses, complementing the existing Air, Bold and Sun collections. We present you an interview with Modo’s Ceo Giovanni Lo Faro about the brand’s core values, design approach, technical features and new season models.
Hello Giovanni. What are Modo’s core brand values that you reflect in every collection?
Maybe my answer will be short, but I would like to say heritage, design, quality, innovation, lightness.
What is Modo’s typical brand heritage?
There are few elements. First, independence. We are an independent global company with unique mix of inspirations from the cities we live in – New York, Milano, Stockholm. This gives us a different angle from most competitors and a range of assets and resources usually available only to the larger groups. Second, history. Past mixed with future – we were founded in 1990 and built a history of striving for innovation. Third, an uncompromising approach to design and quality. Fourth, a sense of purpose beyond business. Our Buy a Frame – Help a Child See pledge has provided comprehensive eyecare to over one million children in need, through our partnership with the Seva Foundation.
Why is innovation important to you? Hasn’t everything already been invented in glasses?
Innovation is part of our dna – the goal is to offer our customers something new and relevant that brings a tangible benefit that didn’t exist before. We strive to experiment with new materials and new design techniques to improve how our frames look, feel and weigh. This is our goal and it seems like it is relevant to others too. We serve over 25,000 opticians in over 80 countries worldwide. Our innovative materials and technologies matched with fine craftsmanship have been recognized with awards such as the Red Dot Award for Product Design. We are the only eyewear brand included in the Museum of Design in Milano. As we know our city is a world capital for design, and it was an honor to sit next to some of the best design brands like Ferrari, Ducati, Vespa, Boffi, Cappellini and so on.
That’s an impressive track record. You also mentioned quality and craftsmanship. Can you elaborate on your approach in these departments?
We founded our brand along the idea of bringing a level of quality that is unparalleled at this price point. We believe that quality – even more so than price – is part of the definition of luxury. We want to bring this experience to a broad public, part of which may now be buying mainstream brands with an average level of quality. In this scenario we may be the first step into the world of independent boutique brands. Or in many other cases, our customers may be the ones that navigate this world already and enjoy how we constantly evolve our range, while still maintaining the highest possible craftsmanship standards.
Is there a new design direction for the SS23 collection?
For SS 2023 we are strengthening the design direction we have introduced last year. We are convinced this approach is enhancing the power of our families: Air, Bold, Sun.
Can you tell us about Air collection?
Modo’s Air frames have long been an attention-grabber, and SS 2023 is no different. Innovation fused with comfort and style – that’s what we’ve always sought to deliver with our Air frames. For SS 2023, we are introducing five new styles in multiple new colors. All benefit from our patented hinge technology to make them more durable and comfortable to wear.
What distinguishes the Bold collection?
Our Bold frames were first conceptualized to help our customers show off their sense of style and flair. Since then, we’ve continually updated the category with new additions that offer intense colors, unique shapes, and uncompromising construction materials. In 2023 we are having seven more stunning styles.
And the sunglasses?
At last, the Sun collection. In 2023 we will have five more options of frames that protect the eyes from the sun while showing off our sense of style at the same time. HCD (High Chromatic Definition) is our top-notch proprietary technology which makes our lenses stand out in the market for quality and technology. Together Polarized and Anti reflective features it sets us on a different level from most competitors.
You pay a lot of attention to the materials. Which materials do you prefer to work with at the moment?
We work with noble materials like titanium, beta titanium, the finest acetates and hi-tech plastics like our own R 1000 resin. At the moment R 1000 is what we and our customers are having more fun with. It is an incredible material that we picked from the aeronautics, a memory plastic, very resistant, flexible and light with a wide color range. This allows us to create the lightest thin and bold frames in the market. Our R 1000 + titanium line won the Red Dot Award, the IF Award and brought us amongst the finalists of the Compasso D’Oro Award.
Which technical features are typical for Modo?
We like to play with small technical details that are usually loved by opticians and experts and make our frames special for consumers, like our hinges for example. Our hidden screwless hinge delivers several key benefits – starting from no longer having to deal with a screw, which falls off and leaves you “eyewear-less” to include significantly increased stability, strength, and resilience for eyewear. The use of self-lubricating metallic surfaces ensures fluidity of motion and the smoothest rotation possible for a difference that can be felt each time the arms are folded or unfolded. It also enables a sleeker, more streamlined design. The resulting “invisible” hinges foster the ability to create entirely new designs, allowing us to use opaque colors to completely hide the hinge or translucent colors that showcase the hinge’s form and operation.
What are other special features that can be found in your glasses?
There is something big we started developing in SS23, it is a project we very much care about and it is all about customization of our Paper-Thin Rimless collection. This collection has grown to be a best-seller for us and is a real alternative to the leading brands in the market. We thought there still was some unexpressed potential. That’s why we now offer customers the possibility to compose their own frames, by choosing the lenses’ shapes, color combinations, the bridges’ and temples’ sizes.
What is the core of your new SS23 campaign?
Our roots are the core! We were founded in NY and later expanded into our three cities – NY, Milano and Stockholm. We shoot our campaigns rotating across each of them. For the SS23 campaign, we decided to build on our heritage and go back to where we were founded in 1990 – New York City. Because there’s no place like home. And because New York City’s environments and people are just as diverse as our collection of frames. Inspired by elements as varied as a rooftop in the heart of SoHo to the celebration of craftsmanship in Brooklyn’s Industry City, the SS23 campaign brings a vibrant new look and mood to the Modo brand. But one thing that will never change is our commitment to delivering quality, durability, and lightness, no matter where we go.
We can assume that Modo will continue in this direction in the future, right?
Probably yes. We were founded in 1990 along the concept of “Eyewear for the Individual”, which we feel stands fresh and relevant over 30 years later. Our mission to bring the best design, quality and innovation possible in our world remains the same – how we will roll it out along the way is what will evolve constantly. This is what excites us about the future and why we love our job.
Source: Favrspecs
June 2023
I think Silmo Istanbul is a great chance for our sector. The last fair was very good with both wholesaler and retailer participation rate; it made significant contributions to the sector and us.
Hello Mrs. Şerife, first of all, could you introduce yourself a little bit and tell us about how your path crossed with the optical sector?
Hello, I am Şerife Elik Kaya. I am the responsible manager of Yener Optik Burhaniye branch, I am also the wife of its founder Mr. Yener. I started the optical sector about six years ago by deciding to open our own store with my husband. My husband had already been in the sector for fifteen years. Afterwards, I studied opticianry and tried to improve myself both in theory and practice, and I still continue to improve.
How did you decide to open your store? Could you tell us about your establishment phase?
After working in the sector for many years, we wanted to evaluate our own experiences and bring a new perspective to the sector with our own understanding of service and craftsmanship. For this purpose, we decided to open our store in our region to offer the latest creations boutique products to our customers, to provide the highest quality and reliable service with our state-of-the-art machinery and equipment and to focus on one hundred percent customer satisfaction. While designing our store, we worked with interior architects who are experts and experienced in this field by adding our own ideas.
Could you tell us with which vision and goals you opened your store?
First of all, being in the health sector requires our communication with people to be real and sincere. First of all, we take care of our customers like one of our family members. In doing so, we have created a boutique product portfolio with the world’s leading lens companies, optical and sunglasses brands. We constantly follow the latest creations and the latest technology products and offer them to our customers. Our vision is innovation and sincerity.
Do you have products from every group in your store? How do you think having different product segments reflects on your sales?
Yes, we have products in almost every segment and for every budget. Although we mainly carry middle and upper segment products, we also have a wide product portfolio that can be used on a daily basis. Thus, we appeal to all our customers. We are the most ambitious optical store in the gulf for the products of world famous brands.
What are the most sold optical and sunglasses brands in your store?
The optical brands we sell the most are Mykita, Tom Ford, Etnia Barcelona, Seiko, Modo, Moleskine, Façonnable, Charmant, Dutz, LongChamp and other world-famous fashion brands. Among the sunglasses brands we sell the most are Mykita, Serengeti, Tom Ford, Prada, Versace, For Arts Sake, Burberry, Dolce&Gabbana, Nikon and Lacoste.
How do you choose the brands of optical and sunglasses you sell?
In optical glasses, we choose products that people will be satisfied with their ergonomic design in accordance with fashion. We keep the latest creations in sunglasses in our store.
Designer brands are very popular in recent years. Do you also receive demand from your customers in this direction?
In the constantly renewing and developing information age, we have to constantly renew and develop. Therefore, we are in contact with designer brands and respond to the demands of our customers. We are also very happy by satisfying our customers who are bored with classic models and want different designs.
What are your after sales services?
What is important for us is our after-sales service rather than making sales. We help all our customers, whether they buy products from our store or not, with after-sales. While doing this, we try to do it in the shortest term. One of our goals is to make all our customers who come to our store happy, not to say ‘no’, and to think empathetically.
How do you inform your customers about changes and campaigns in your store?
We regularly organize campaigns on special occasions in our store. We organize special events especially on our anniversaries. We increase our target audience by using the power of social media and other digital platforms. We deliver information about our campaigns and events to our customers through social media and our automation program.
What role do you think the window layout and interior design of an optical store play in sales? What did you pay attention to while preparing these elements?
We offer our customers an idea about our store by presenting models from simple but latest creations in our showcase layout, as well as using digital visuals. In this way, our customers prefer our store by knowing and seeing which brands and product groups are available in our store. We also constantly update our products in interior design according to the season. Since the region we are in is a summer region, we mostly feature sunglasses in the interior during the summer months. Therefore, while preparing our showcases, we act according to brands, product groups and seasonal season. This reflects positively on our sales.
As a retailer, what are your views on the price competition between you and your colleagues?
In terms of pricing, we are in favor of offering quality service without reducing the value of the products in the market conditions by complying with the sales prices recommended by the companies. In other words, a product should be sold according to its value. The factor that distinguishes us from our competitors is our service quality.
As someone who serves in the sector, what do you think about the rate and awareness of eyeglass use in our country? What can be done to increase the use of eyeglasses and who has a duty?
First of all, we think that optometry education should be available in our country. Because adults should have an eye examination once a year and children every six months. Unfortunately, they have to postpone this due to economic conditions and lack of physicians. The gradual increase in our population, the insufficient number of hospitals and physicians, and the fact that private hospitals and private practices see this situation as purely commercial harms the health sector. We are very sensitive about informing all our customers who come to our store about the awareness of using glasses and we wish all our colleagues to do the same. Because the more this awareness develops, the more our sector will develop. In addition, since we are in the health sector, we wish more work to be done on the inspection of products and the sale of products on the internet.
Do you follow international optical fairs and sectoral developments abroad?
Of course we do. We follow all optical fairs both in Turkey and abroad and we take care to attend them. In this way, we follow the latest products, the latest technologies and constantly update our store accordingly.
What are your opinions and evaluations about Silmo Istanbul Optical Fair, which took place between December 17-20, 2022?
I think Silmo Istanbul Optical Fair is a great chance for our sector. Silmo Istanbul Optical Fair, which took place between December 17-20, 2022, was very good with both wholesaler and retailer participation rate and made very good contributions to the sector in general and to us in particular. I hope it will continue to develop and grow.
Could we learn your views on 4 your eyes, which started to be published in digital media as of 2023?
With the development of digital technology in every field, I think this is a very positive step. Thus, 4 your eyes can be accessed by everyone, not just those in the industry. At the same time, I think you are making a great contribution to sustainability technology, I support you and wish you continued success.
June 2023
Known for redefining the perception of fashion, Vogue Eyewear celebrates fifty years of sophisticated, fun and colorful designs with an exclusive capsule collection.
Clean-cut profiles, shimmering layers and industrial chic edges are just some of the adjectives to come to mind when one gets a chance to witness the exhaustive range of Vogue eyewear. Vogue Eyewear, one of those who define fashion with its sophisticated designs, has chosen its brand name carefully and with a special purpose. After all, when you look at the dictionary definition of the word Vogue, you see that it means “the prevailing fashion statement”. Launched in 1973, Vogue Eyewear has come a really long way gradually making its way to people’s heart with its superbly stylish collection of eyewear. The eyewear brand was born in Italy. The brand is known to reflect dominant trends in eyewear fashion at a relatively affordable price. Always in line with the season’s hottest trends, Vogue Eyewear has an extensive range for women across categories. The stylish designs are guided by a simple belief – to empower the wearer through a style statement to express their vision of life with confidence. Be it the glam allure of high profile stars or the freedom of the country chic lifestyles, Vogue Eyewear has impressive eyewear designs for everyone. Over the years, the brand has rightfully earned a loyal fan following among the young and fashion savvy consumers. In 1990 Vogue became a part of the Luxottica Group and its heritage of flirty designs, innovative shapes and fun colours, grew stronger. Today, Vogue Eyewear is a popular choice for the likes of various Hollywood celebs like Kate Moss and Eva Mendes. Vogue Eyewear has enriched its legacy as a brand that embraces a playful sense of fashion in designs that are unique as well as colourful.
World-famous names in Vogue Eyewear’s advertising campaigns add more glamor to the brand’s style. New trends introduced by this leading brand create ripples under the hashtag #ShowYourVogue. In this context, it was no surprise that the collaboration collection, in which supermodel Gigi Hadid took part in the design process, made a big impact. Known for her elegant demeanor, Gigi Hadid has mastered the art of stealing hearts with her impeccable sense of style every time she appears in public, making her the ideal partner for Vogue Eyewear. For Vogue Eyewear, Gigi Hadid designed a collection of 90s-inspired cat-eye shapes with a modern twist and a high-impact character. This stunning collection has become a must-have for today’s woman who loves to make a style statement with bold designs and great colors. The retro-chic styles in the Vogue Eyewear x Gigi Hadid collection symbolized the spirit of the free-spirited woman who loves to live life on her own terms. From sunglasses to optical frames, all the variety in this collection was eye-catching. The collection also included models that added a vintage touch for those who like to sport the bogo-glam look without going overboard.
With its commitment to creating more impressive eyewear styles, Vogue Eyewear continues to climb to new heights every day. Vogue Eyewear’s two collaborative collections with another iconic name, Hailey Bieber, have earned the brand full marks from the fashion community. The first Vogue Eyewear x Hailey Bieber collection, with its sharp angles and playful cuts, was almost a festival for eyewear lovers. The acclaimed first collection was followed by a new collaborative line that was launched last year in the Fall/Winter season. Combining distinctive style with the best looks, the second Vogue Eyewear x Hailey Bieber collection was inspired by the season’s hottest trends. Featuring the shimmering hues and soft shadows of the Fall and Winter seasons, this second collection received as much attention and acclaim as the first. The shimmering opal colors and striking angles reflecting the tones of the season were an eye-catching touch to the first model in this collection. The softly angled acetate model reflected Hailey Bieber’s iconic style with a choice of frame colors to accompany the sand and green tint lenses. The second model, characterized by the metal rivets that accompany the relaxed and innovative design, was designed to give a playful twist to sun style for everything from breakfasts to cocktail events. The Havana and black lenses were perfectly matched with the trendy earth tones. The star-studded brand continues to expand its portfolio and fan base by setting new benchmarks.
Vogue Eyewear is Celebrating 50 Years
Vogue Eyewear dedicates its 50th anniversary celebrations to everyone who has shaped the way we see the world since 1973. Colorful, inclusive, and creative, the brand celebrates how real people make the trends an expression of more than just fashion: it’s about being proud of who you are and having the confidence to make it a look. Jam packed with fun, interactive expressions of what it means to be in vogue, the campaign frames the brand’s constantly evolving vision through a 50th Anniversary Capsule of best-seller Vogue Eyewear styles. And its favorite color is pink, Hot Pink. Provocative and bold, this wide-spectrum tone embraces the complementary reality of rebelliousness and inclusion, a sense of belonging and the power of identity, playing with identifying elements in unexpected ways, just as the brand plays with its own logo – creating a futuristic new 3D metallic bubble-letter logo specially for the anniversary campaign – or revamps archive stars with contemporary attitude and a hot pink makeover of their packaging. Including original 70s stars and bold profile glamor, and trendy geometries or glam-chic retro shapes of the 2000s, the 50th anniversary capsule frames each decade of Vogue Eyewear with a style, revamping each one with a liberal dash of celebratory pink.
Source: Visionplusmag
June 2023
“Silmo Istanbul is an organization that we have been supporting since its foundation, perhaps feeling like its founder like many of our colleagues. We don’t see its success story very different from Novax’s.”
Hello Mr. Murat Balcı… As Beta Optik, we know that you have a highly developed and large facility. Could you tell us about your production process and capacity?
As Beta Optik, we are the pioneer company that brought FreeForm technology to our country in the production of eyeglass lenses. At that time, we were the first practitioner in Turkey of the method of producing eyeglass lenses with software, which was just beginning to be used in the world. In the years we have left behind, we have invested more and more in technology every day, further expanding the advantage given to us by the fact that we took off earlier than all our competitors in the sector. We have made our brand synonymous with technology. This perception, equipped with great efforts spent in the light of science, has made Novax a preferred eyeglass lens brand not only in our country but all over the world. Now, we have our own production culture. We have established our own standards. All this has ensured that a product that meets all the expectations of our colleagues in terms of quality, while also being acceptable in terms of price, reaches the trading houses of our business partners. This is the summary of our success, which has become more easily observable especially in recent years, but which, as I said, is based on many years of labor.
Are all of the brands within Beta Optik produced in your facility in our country? Do you also produce brands abroad? We know that your factory in Portugal can also produce at high capacity. What are the reasons for having such a facility in Europe and why Portugal?
As you know, we made an exclusive manufacturer/distributor agreement for the Turkish market with Zeiss, the world leader in terms of brand perception in our industry. Currently, we produce almost the entire Zeiss product portfolio for our country in our facilities in Istanbul at the same standards and quality level as Zeiss production points all over the world, and again with Zeiss processes. All certifications and periodic inspections of this production are carried out by Zeiss. Being able to fulfill these requirements and easily comply with these standards without any special procedures has been a great opportunity for us to see how much we have been doing the right things in the production field over the past years. On this occasion, it has been a great honor and pride for us to add the appreciation of a world giant like Zeiss to the appreciation we have already received from our colleagues for years. We firmly believe that our cooperation with Zeiss will continue in the future by expanding its scope and becoming even stronger. In addition to our production in Istanbul, we started to produce in our company in Portugal in 2018, which we established in 2014. Nowadays, we are increasing the capacity of this production facility and moving it closer to logistics centers. I think we will complete all our installations and start production with our increased capacity within two months. Our production and management building in Porto is planned as the epicenter of the entire European Union region of Beta Optik. The difficulties we experienced in exporting to European Union countries from our factory in Istanbul, and some conditions that would put us at a disadvantage in terms of preference against our competitors, forced us to establish a production facility in a country within the borders of the European Union. In this way, we have realized the second step of our project “A factory on every continent and becoming a world brand”, which has been on our agenda for years. We have prepared the infrastructure of our factory in Portugal in such a way that its capacity can be increased 3 times more than its current state without the need for any additional time and investment. In the next 2 years, we aim to further expand our already existing exports to the European Union by expanding our exports to all 28 European Union countries. There are two answers to the question of why Portugal. The first is that Portugal is the only developing economy within the European Union, not counting the Eastern European countries. Therefore, it is a market that has become a center of attraction for investors. Labor costs are lower than in other European countries and, above all, the country is willing to receive investment. Secondly, Portugal is both a member of the European Union and a very important gateway to Latin America. With this feature, it is natural for a company like Novax, which exports to all over the world, to be preferred. For this reason, Portugal was one of the important reasons why we chose to establish a factory in Europe.
For 20 years, you have been representing our country in an ideal way by exhibiting in international fairs. Could you give information about your export activities? How many countries do you export to in total?
Personally, I am a big believer in fairs. As you follow, we have exhibited in almost all of the world’s optical fairs since our establishment. There were years when we exhibited in 14 fairs a year. Then, of course, we reduced this number to a manageable level by measuring the benefits of all of them. In the current years, you can see Novax stands in all of the organizations that we can call the signature fairs of the sector, the number of which does not exceed 4-5. Speaking of stands, I cannot pass without underlining the concept, equipment and design of our exhibition stands, which we have maintained for years and have never compromised. For 20 years, we have exhibited in all fairs with the same concept, regardless of where in the world they are organized. We paid very serious prices for this, but at the end of the day, we managed to add a strong brand perception to our product, which we are proud of its quality. The first years were a bit difficult. Although we exhibited in fairs, we could not export in the quantities we wanted, but I can say that we broke this chain after the fourth year. We offered a quality product to the market at a reasonable price and represented our brand at fairs tirelessly. At the point we have reached today in our struggle that started 20 years ago, there are 58 countries where Novax lenses are exported. Among these countries, there are countries of high importance in the optical industry such as America, Canada and France, as well as many Middle Eastern and African countries where we started the export project 2 years ago. In the second half of 2023, with the commissioning of our expanded production facility in Portugal and doubling the capacity of our production line in Istanbul, we aim to increase the number of countries we export to over 100 by the end of this year.
The fact that Turkish brands have distributorships in various world countries strengthens and makes the whole sector proud. We can say that Novax brand pioneered the sector in this regard. In which countries do you have distributorships?
As I mentioned above, the number of countries we currently export to is 58. However this number is very dynamic. It is increasing day by day. Believe me, the days of counting the names of countries are long gone for us. The most important thing I want to say here is that in the past, we used to go from country to country, door to door, so to speak, looking for customers. Now Novax has become a brand that is reached and desired to work with on different occasions. In some countries, we even witness that several companies are struggling to become Novax distributors. In some countries, we have to choose one of several options. This is the distance we have been through. This is what we really need to talk about. Of course, it is our greatest source of pride to be exhibiting in the fair, which we attended years ago as the only Turkish company, now with our other colleagues, as you underlined in your question, to have pioneered them, to have encouraged them by showing them that this is something that can be achieved. We hope that Novax will become a global brand that not only our colleagues but also the whole of Turkey will be proud of, by increasing its penetration and establishing new production facilities in other continents in the coming period.
In 2022, you entered into cooperation with Zeiss, one of the world’s most recognized lens brands. Could you tell us about this cooperation process and the services you will offer with Zeiss in the upcoming period?
First of all, I would like to ask our colleagues and all our followers not to see our business partnership with Zeiss as an ordinary exclusive manufacturer or distributorship agreement, because the scope of our relationship is much different. There is a unity of purpose here, a unity of ideal here. Regardless of their financial size, this is a success-oriented and long-term project of two companies that have adopted quality and success as their motto. Beta Optik has become the “first” third party to produce many of Zeiss’ products in the world, apart from Zeiss’ own production facilities. This clearly demonstrates both the importance Zeiss attaches to this project and its confidence in Beta Optik’s production capability. Going forward, we will rapidly increase the number of products on the Zeiss side, and we will realize many different sales and marketing activities that will help us carry the Zeiss brand to the place it deserves in our country. Our colleagues who know that instead of instant and sensational successes, we plan long-term and lasting successes that are built on hard work in a sensitive and meticulous manner will understand what we mean much better.
How would you evaluate the ten-year process of Silmo Istanbul Optical Fair, of which you have been an exhibitor since the first day?
For me, 4 your eyes and Silmo Istanbul are inseparable parts. Underneath all of them, you have been working for many years. There are works done very well. There is support, there is solidarity, there is very high quality human relations management. Silmo is a world brand in fair organization. Perhaps the name Silmo has become an argument that complements your experience in the sector. Silmo Istanbul is an organization that we have supported since its foundation, and perhaps like many of our colleagues, we feel like its founder. When was it born? When did it speak? When did it start to walk? We honestly could not understand. But one thing we understand is that if you are doing the right things and following the world well in your sector, walking and working in the light of these, very good results come out. That’s why we don’t see your success story as very different from Novax’s. Thanks for your labor and heart. Silmo Istanbul has a support that cannot be ignored in the growth of Novax. In this respect, we owe a debt of gratitude to Silmo Istanbul.
Thank you very much for this valuable interview. Finally, could we learn your opinion on the evolution of “4 your eyes” to digital broadcasting?
As for the digital 4 your eyes, it was a very good decision in today’s world where almost everything has evolved to digital platforms. It is both easier to access and easier to review. While reviewing the digital version, I realized that I read many parts that I had not read in the printed magazine. We wish 4 your eyes success in its next publication life.
May 2023
“We are never satisfied with the state of the art. This is the motivation that drives us to further develop and optimize.”
You Mawo is one of the pioneers of 3D printing in the eyewear industry. Founded in 2016 and based in South Germany, the brand is not only loved by its users, but also highly respected by opticians with its collections. We present you an interview with Sebastian Zenetti, one of the Co-Founders of You Mawo, which proudly bears the ‘Made in Germany’ label, about the establishment of the brand, the technologies used and the production processes.
Hello Sebastian. How did you decide to establish You Mawo? What was your main motivation?
Initially, we hadn’t really planned to launch another eyewear brand to compete with all of the great brands that are already out there. In my circle of friends, we explored lots of new technologies, just as a hobby. In our travels, we noticed that, while the world and people of various cultures are incredibly diverse, we all just consume mass-market products. That was our inspiration. A few years later, we were finally certain that we could use new technologies to offer a unique and sustainable concept that would create real value for consumers as well as opticians. That was the start of an incredible journey for us, our team, our customers and our partners with a lot of highs and lows.
Your brand produces fully 3D printed glasses. What is the reason for this? What are the most important benefits of 3D printing?
I cannot say that we are only focused on 3D printing. 3D printing or additive manufacturing is just a means to an end. We use a 3D printing technology called Powder Bed Fusion. Right now, we consider that to be the best technology available for creating light, durable and customized products sustainably. If another technology were to come along that has more or different advantages, then we are going to use it. We’re often regarded as a tech company, but we consider technology to be a means to an end. People are our real focus.
Could you explain additive manufacturing and why do you prefer it?
Additive Manufacturing (AM) is understood as a production technology where materials are added onto each other, as opposed to most contemporary production technologies, where processes are used to remove material. This approach is far more resource and energy efficient. Of course, there are also many different kinds of AM technologies. We use the Powder Bed Fusion technology, which involves melting a very fine polyamide powder using a laser and then applying it in layers. To our system, it’s totally irrelevant whether you make a hundred identical or a hundred completely unique pairs of glasses. That allows you to focus on producing on demand, and on making custom pieces. We can also recycle most of the remaining powder, which means we generate far less waste than traditional manufacturing processes.
What are the key features of 3D printed glasses?
They are thirty percent lighter than traditional acetate glasses and they’re more durable with a carbon footprint that’s only a third of what we get from acetate production. It’s a very sustainable way to make eyewear.
Your eyewear designs are based on prototype frame with a more basic design. What does that mean, exactly?
The design process starts with pen and paper, as you would expect. Our two designers create the basic design, which is then turned into a parameterized 3D design using our own proprietary software. We can then put that design onto scans of our target market to try them out and then optimize them. After that, we start prototyping, where we start actually printing the first few models. Thanks to our designers’ experience and the optimization we do using out software, the result at this step is usually already very close to the final product. At the end, our software department goes over it one more time and calculates an average face shape based on our data for our target market, which we then use to fine tune the design.
How do you customize an eyewear model further after all that?
Oftentimes the glasses will already fit quite well in their standard form. If a customer’s face shape is a bit outside of that average, or the customer just really wants a perfectly sized pair of glasses, the optician can scan the customer’s face in using an iPad. With that, we can adjust the design to fit the customer’s face exactly.
Why is it important to you to keep production in Germany?
We founded You Mawo in 2016 in Constance, and our headquarters are still there. In general, you could argue that Germany has the strictest requirements for us, but we don’t see that as an obstacle, really. Rather, it’s an opportunity to push for higher standards and to ensure a solid quality standard.
Could we say that manufacturing in Germany gives you a competitive advantage?
Made in Germany still means a lot to people in many markets internationally. We enjoy having that “Made in Germany” seal, and we’re proud that we get to actively help shape the reputation of that label.
You have a local production concept based on needs. What would you like to say about this?
Traditional production technologies are almost always designed for mass production. Glasses need to be produced in massive numbers with a lot of lead time, three to twelve months or even longer. In the optics industry we have thirty percent overproduction—nearly one in three pairs of glasses that’s produced is never sold. The number of individual models doesn’t matter in our production cycles. We can produce on demand, react to new trends quickly, and even adjust to regional needs and peculiarities. That allows us to avoid the risk of overproduction, which also helps us when it comes to pricing.
You aim to further expand your concept of local production and decentralized production. Could we learn your reasons?
The eyewear market is organized like the fashion industry, with centralized production. There, it doesn’t matter at all whether production is in Germany, Italy or China. The product is made or assembled at one location, and then shipped off to a central head office, from where it gets sent off to opticians all over the world. We are changing that. As soon as a market is large enough, we’ll build a local production hub and produce in that market, for that market. This allows us to keep out supply chains short while still guaranteeing our quality standards. We keep the development as well as data sovereignty in Germany. As a result, we also maintain the strict data protection guidelines that we have here, and everything is taxed and monitored from here.
You’re already 100% carbon neutral. Is there still any motivation for you to boost sustainability further?
Yes, of course. Every business should anchor sustainability deeply into their own Dna, always considering ways to improve. For example, since 2021 we’ve also become “plastic positive”. Not only do we abstain from using plastics as much as possible, we also remove a larger amount from the oceans. That makes us not just carbon neutral, but carbon negative. Basically, we are never satisfied with “state of the art” as it is. That’s the motivation driving us to look for ways to develop and optimize further.
Could you tell us about the general characteristics of the collections you have launched? Does your new range have anything in common with the others in terms of design?
As You Mawo, we have four basic collections that we offer for a variety of user types and styles. The Bold Collection is for characters who like bolder and bold lines. The Fineline Collection is a versatile line. The faceplates, made of polyamide, weigh about as much as a piece of paper without the lenses, for which we developed our own patented hinge. Design Lab is like a pool for new and creative ideas and we have Young Mawo Line for the younger generation. Our newly launched sunglasses collection has design influences from these four core lines, but it has its own unique spirit and definitely reflects our ambition in the market.
Have there been any models that you’ve removed from the collections over the years?
As a rule, we allow designs to phase out to keep the collections compact. However, we have all of the data saved, so if a customer comes back after five years, we can reproduce his model, no problem. We can’t make any guarantees about the exact colors, but that just means you get your favorite model in a new shade.
Kaynak: Favrspecs
May 2023
