Interview

Amélie Morel

Posted on by Emre Özden

Amélie Morel

Future of the Industry Begins at Silmo Paris

In this exclusive interview, Silmo Paris President Amélie Morel says their ambition is for every industry professional to leave Paris with more ideas, more opportunities and more confidence in the future than when they arrived.

Every September, the global optical community gathers in Paris. Beyond the show itself, what do you believe professionals are really seeking at Silmo Paris?
I believe they come looking for perspective. Our industry is evolving faster than ever before, and professionals need more than products. They need inspiration, ideas and meaningful conversations. Silmo Paris offers a unique environment where people can step back from their daily business, meet peers from around the world and better understand the forces shaping tomorrow’s market. It’s this combination of business, innovation and human connection that makes the experience so valuable.

Silmo Paris brings together professionals from more than 140 countries. How important is this international diversity for the future of the industry?
It is essential. Innovation doesn’t happen in isolation. It grows through dialogue, through different cultures, different ways of thinking and different market realities. When professionals from every continent meet in the same place, they don’t simply exchange products—they exchange visions. This international diversity is one of Silmo Paris’ greatest strengths because it creates opportunities that simply cannot happen elsewhere.

The optical industry is changing rapidly. What transformation do you believe will have the greatest impact over the next decade?
Without hesitation, I would say the convergence of technology and human expertise. Artificial intelligence, connected eyewear and digital tools will profoundly transform our profession. Yet I firmly believe technology will never replace the expertise of optical professionals. Instead, it will enhance their ability to advise, personalise and create better experiences for patients and customers. The future belongs to those who successfully combine innovation with human relationships.

Silmo Paris has always celebrated creativity. Why do you think design remains such a strategic asset for the optical industry?
Because eyewear is unlike any other product. It improves vision, certainly, but it also expresses personality, confidence and identity. Design therefore plays a much broader role than aesthetics alone. It creates emotion, differentiates brands and responds to evolving lifestyles. Encouraging creativity also means encouraging the industry’s ability to reinvent itself, which is why initiatives such as the Trends Forum and the Silmo d’Or Awards are so important to us.

Finally, what would you say to a professional who has never attended Silmo Paris?
I would simply tell them: come with curiosity. Whether you are looking for new suppliers, new technologies, new ideas or simply a fresh perspective on your business, you will find far more than you expected. Silmo Paris is not only a place where business happens. It is a place where ambitions grow, where international connections are built and where the future of our profession becomes tangible. Once you have experienced that atmosphere, you understand why so many professionals return year after year. Because the future of optics doesn’t wait. It meets in Paris.

September 2026

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Wholesaler Interview

Beta Optik

Posted on by Emre Özden

Beta Optik

Constantly Evolving to Deliver the Right Solutions

“Silmo Istanbul’s increasingly strong international exhibitor and visitor profile each year makes a significant contribution to raising the global visibility of the potential within Türkiye’s optical industry.”

Hello Mr. Mustafa Kemal Köksal, could you tell us about Beta Optik’s development process from its establishment to the present day?
Beta Optik began its journey in 2003 with the import, marketing and sale of organic stock lenses, gradually expanding its focus toward manufacturing and technology. Under our Novax brand, we offer a broad portfolio ranging from personalized progressive and single vision solutions to products designed for different needs, while also manufacturing Zeiss Vision Care’s premium product range at our factory in Türkiye, combining a strong distribution and manufacturing structure. From raw materials and coatings to measurement systems and innovative lens technologies, we manage our processes within a fully integrated structure wherever possible, aiming to maintain the highest standards of quality and service at every stage. With our nationwide organization, manufacturing capabilities and strong partnerships, we position Beta Optik not simply as a product supplier, but as an integrated solutions partner that adds value to Türkiye’s optical industry through its technology, manufacturing expertise and service infrastructure.

How did Beta Optik achieve the most significant development milestone in its journey within the industry?
Starting customized RX production with FreeForm technology nearly 20 years ago marked one of the most important milestones in Beta Optik’s manufacturing journey. This step transformed us from a company that simply supplied ophthalmic lenses into a manufacturer continuously advancing its own technology and production capabilities. Personalized designs, different index and material options, progressive and single vision products, and advanced coating technologies subsequently became key elements of our portfolio. We continue with the same approach today. Rather than viewing technology simply as innovation, we see it as a means of providing users with a more comfortable and personalized vision experience.

Which criteria do you prioritize when building Beta Optik’s brand and product portfolio?
When building our portfolio, our primary criterion is to offer solutions that genuinely address different user needs. Today, many factors, including visual habits, age, working environment, digital device use and lifestyle, directly influence lens choices. We therefore develop our product range to address different needs rather than adopting a one size fits all approach. We place great importance on creating a balanced structure that combines Novax’s own technology and product development capabilities with international expertise and collaborations. For us, the fundamental goal is not simply to add a new product to the portfolio, but to provide the right solution that delivers meaningful benefits to both optical stores and end users.

Could you tell us about Novax’s contribution to the user experience and the key features of its proprietary technologies?
Today, a good ophthalmic lens is expected not only to meet prescription requirements, but also to adapt to the user’s daily life, viewing behavior and visual needs at different distances. This approach lies at the heart of the technologies we develop at Novax. For example, Dynamic Gaze Mapping Technology used in Synthesis aims to provide a more personalized vision experience by incorporating the user’s natural viewing behavior into the design, while Variable Base Technology in Nucleo allows the optical design to be optimized more precisely according to different visual needs at different distances. In our other Rx products, Novax proprietary Rayform AI helps minimize oblique astigmatism across different distances and gaze directions, while DuoBalance contributes to balancing the vision experience between the two eyes. OptiPure aims to provide a more balanced distribution of power across the progressive surface. MidPoint technology also enables personal measurements and frame parameters to be incorporated into production. Our advanced Novax coating technologies complement the overall performance of the lens with features that support optical performance, surface durability and user comfort.

Could you tell us about Beta Optik’s manufacturing structure and its growth strategy for global markets?
I would like to emphasize that our operations in Istanbul and Portugal play an important role in enabling Beta Optik to serve international markets through a more accessible, flexible and sustainable structure. Leveraging the manufacturing expertise we have built in Türkiye over the years on an international scale is a strategic step for us. We do not view global growth simply as entering new markets; we also aim to establish Novax’s technology, product quality and service approach on a lasting global footing by exporting to more than 50 countries across four continents. Going forward, particularly in Europe, we want to expand our activities in markets where we can strengthen our existing partnerships and bring Novax’s personalized vision solutions to broader audiences.

How does Beta Optik respond to growing user expectations for personalized lenses and coatings?
Our product development and positioning approach is built around this shift. For the needs arising from digital lifestyles, ophthalmic lens solutions such as Novax Blockage and Zeiss BlueGuard stand out, while Novax Drive-On and Zeiss DriveSafe address safe and comfortable driving; Novax Sportive and Zeiss Smartlife Sport cater to users with active lifestyles and sports needs; and photochromic solutions such as Novax Wizard and Zeiss PhotoFusion respond to different scenarios involving frequent changes in light conditions. For office and near-to-intermediate vision, Novax and Zeiss office solutions focus on the needs of users who spend extended periods working at screens and at close range, while our anti-fatigue solutions such as Novax Serenity and Zeiss Digital offer alternatives designed to reduce visual fatigue caused by intensive near work and digital device use throughout the day. Our different coating options further broaden the range of solutions we provide.

Could you tell our readers about Beta Optik’s myopia management solutions and its approach to this issue?
Myopia control has become one of the most important topics in the optical industry today, both in terms of eye health and technological development. C.A.R.E. technology in Zeiss MyoCare and C.I.R.C.L.E. technology in Novax Myopi-X are designed to create controlled myopic defocus. With the development of these technologies, ophthalmic lenses are evolving beyond products that simply correct refractive errors to become an important therapeutic solution in myopia management. At Beta Optik, we see this development as a significant transformation that will shape the future of the optical industry. As myopia control lenses become more widespread, the role of opticians also extends beyond simply providing the correct prescription, requiring a more informed approach to myopia management in which physicians, opticians, families and lens manufacturers work together. Looking ahead, we believe personalized optical designs, advanced measurement and analysis technologies, AI-assisted design processes and clinical data will become increasingly important.

What do optical stores mean to Beta Optik? Could you tell us about the support and solutions you provide to the stores you work with?
For us, optical stores are not simply points of sale, but our most important business partners in reaching end users. This is why we consider fast and accurate order, production and after-sales processes just as important as offering a good product. Alongside our nationwide sales organization, we also use digital systems to streamline processes for our business partners. The OptiPal Online Ordering System is one of the best examples. Given the importance of accurate measurements in personalized production, we also invest in developing technological measurement and ordering infrastructures. Our aim is to create an integrated service experience that enables opticians to match the right product with the right user as easily as possible.

How would you describe the benefits of participating in international trade fairs such as Silmo Paris for Beta Optik?
We see international events such as Silmo Paris as highly important meeting points where we can gain insight into the future of the industry. By bringing together industry professionals from different markets around the world under one roof, these events provide great value both in observing new technologies and evolving user expectations, and in presenting our own products and technologies to international professionals. For Novax, these fairs are not simply places where we showcase products, but valuable platforms where we can communicate our technology and design approach on a global scale and exchange knowledge with the industry.

Could you tell our readers about Beta Optik’s short and long term goals?
In the coming period, our focus will be on continuing to develop innovative solutions centered on user needs while further advancing our manufacturing and design technologies. As we continue our R&D and product development efforts at Novax in this direction, our goal at Beta Optik is to maintain our strong structure in Türkiye and further expand our presence in international markets. In the long term, we aim to remain a brand that represents Türkiye’s technology and manufacturing strength globally, not only following innovation but creating it.

How do you evaluate the development of Silmo Istanbul Optical Fair and its contribution to the optical industry?
I consider Silmo Istanbul Optical Fair one of the most important platforms connecting Türkiye’s optical industry with the global market. Silmo Istanbul’s continued growth and increasingly strong international exhibitor and visitor profile each year make a significant contribution to raising the global visibility of the potential within Türkiye’s optical industry.

Thank you for this valuable interview. Finally, could you share your thoughts on 4 your eyes?
I believe that 4 your eyes, as a strong communication platform that brings industry developments, innovations and global trends to professionals, complements the ecosystem created around Silmo Istanbul. I believe the synergy between Silmo Istanbul and 4 your eyes makes a valuable contribution to the globalization of our industry, knowledge sharing and preparing more strongly for the future.

September 2026

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Sales Point

Kapadokya Optik Lens

Posted on by Emre Özden

KAPADOKYA OPTİK LENS

Quality and Lasting Satisfaction

“Silmo Istanbul offers much more than an opportunity to discover products; they allow us to recognize the evolution of the industry, understand changing customer needs and look ahead to the future.”

Hello, Dilan and Hüseyin. Could you tell us a little about yourselves and what first drew you to the optical industry?

Dilan Sartık: Hello, I’m Dilan Uslu Sartık. I was born in Tekirdağ in 2000. I was introduced to the world of business at a very young age through my father’s grocery store. During high school, encouraged by my older sister, who is a doctor, I enrolled in the Opticianry Program at Kırklareli University. While I was still studying, I took my first steps into the profession on Edirne’s well-known Çilingirler Street.

Hüseyin Sartık: Hello, I’m Hüseyin. I was born in Istanbul in 1999. My interest in entrepreneurship began in high school and, after a few unsuccessful attempts during university, took a different direction when Dilan and I crossed paths. We realized there was a lack of quality service in the industry at an accessible level, and that realization laid the foundations for our store.

You founded Kapadokya Optik Lens in 2023. What was your vision for the store, and what sets you apart from other optical retailers?
From the very beginning, we wanted Kapadokya Optik Lens to be more than just a place to shop. We envisioned it as a space where vision care, aesthetics and personal style come together. Our priority was to build a brand that offers personalized solutions, inspires trust and creates lasting relationships with every customer. We noticed that customers across the industry were often guided toward a quick sale rather than the right product, and we wanted to change that perception. What motivated us most was the desire to create a more transparent, informed and customer-focused approach. We also believe eyewear is not simply a necessity, but an expression of personal style. In short, Kapadokya Optik Lens was born not just as a business venture, but from a desire to make a difference and raise standards in the industry. We are not in this business simply to make money. For us, earning people’s trust is far more valuable, and I think that mindset is ultimately what sets us apart.

What kind of approach did you take when creating the overall concept for your store
Our starting point was to create ‘an experience center’ rather than a conventional optical store. From the moment our guests walk in, we wanted them to feel a sense of comfort and spaciousness in a calm, visually relaxing environment. Our minimalist design also allows us to guide customers clearly without overwhelming them or creating confusion. Every detail went through a process of turning our ideas into design and then into reality. Simplicity was the key throughout; we believe it opens the door to perfection. We focused entirely on feeling and experience, designing each element individually while making sure everything worked together as a whole. We carefully selected every material and closely followed the production process in industrial workshops. We also consulted leading names in minimalist architecture, bringing their perspectives into the process before finally creating Kapadokya Optik Lens.

What are your key criteria when selecting brands and products for your store? Are there any particular categories you like to highlight?
Our most important criteria are quality and lasting customer satisfaction. We evaluate a product not only for its design and aesthetics, but also for the quality of its materials, durability and comfort. We also look for brands with a distinctive character and identity. We are quite selective and don’t carry every product that comes our way. For us, every piece we select needs to offer real value to the customer beyond simply looking good. When building our collections, we carefully balance global trends with the expectations of our customer profile. The season’s standout pieces always have a place on our shelves, while collections by leading designers from around the world and handcrafted products are among our favorites. We also have a dedicated corner for customers who prefer a more classic style. What matters most to us is being able to stand behind every product we carry and recommend it to our customers with complete confidence.

You mentioned your focus on quality and lasting customer satisfaction. What does this approach mean to you?
At Kapadokya Optik, we define our approach to service as ‘personalized consulting and lasting customer satisfaction’. For us, the process doesn’t begin with selling a product, but with truly understanding the customer’s needs. We carefully consider each person’s facial features, everyday habits, lifestyle and expectations before guiding them toward the right product. This allows us to build long-term relationships based on trust rather than simply creating satisfaction at the time of purchase. We carry the same approach into our after-sales service as well. We personally follow up for a period of time to see how the products we provide are contributing to our customers’ quality of life. We then invite them back to the store periodically to check the condition and maintenance of their products. This way, we can make sure every guest receives a seamless experience and reliable service from beginning to end.

How does your focus on personalized solutions influence the lenses you choose for your customers?
When it comes to lenses, our priority is always visual quality and wearer comfort. We therefore favor high-definition lenses, anti-reflective coatings, blue-light filters and thin, lightweight materials. Choosing the right lens based on each customer’s individual needs and habits is extremely important to us. Someone who spends long hours in front of digital screens does not have the same needs as someone who is constantly on the move throughout the day. That is why, rather than relying on standard, conventional products, we focus on developing personalized solutions tailored to each customer.

You’ve made a name in Çorlu, Tekirdağ in a short time. Do you have any new investment plans ahead?
Yes, absolutely. We’re already moving quickly on plans to bring the concept we’ve created to our customers in three more locations that we feel truly reflect who we are. We also have ambitions to become more involved behind the scenes and explore the production side of the business. Perhaps we’ll have the opportunity to join you again in the future and share more about our new ventures and what we have been working on.

Could you share your thoughts on Silmo Istanbul Optical Fair, taking place from November 18 to 21 this year?
We believe Silmo Istanbul Optical Fair continues to grow every year and brings tremendous value to the industry. Having global brands, new technologies and trends come together on the same platform is a major advantage. International fairs like Silmo Istanbul offer much more than an opportunity to discover products; they allow us to recognize the transformation of the industry, understand changing customer expectations and look ahead to the future.

Thank you for this valuable interview. Finally, what would you like to say about 4 your eyes?
We highly value 4 your eyes for its vision and contribution to the optical industry. By raising industry awareness and highlighting new developments, it plays an important role in the sector while giving emerging brands like ours a platform to express themselves and share their vision. We would also like to thank you for your contribution to raising quality standards across the industry and wish you continued success.

September 2026

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Sales Point

Çebi Göz Optik

Posted on by Emre Özden

ÇEBİ GÖZ OPTİK

Building Trust Through Experience

“I believe Silmo Istanbul has become an invaluable platform by introducing
new technologies, bringing industry professionals together and encouraging
the exchange of knowledge.”

Hello Mr. Ömercebioğlu, to begin, could you introduce yourself to our readers and tell us about your journey into the optical industry?
Hello, I’m Erol Ömercebioğlu. I was born in Trabzon in 1961. After graduating from high school, I moved to Germany for my university degree. I studied graphic design and languages. Upon returning to Türkiye, I joined Atabay Pharmaceuticals’ import department, where I gained valuable experience in foreign trade. My journey into the optical industry began in 1989 when I joined Alova Dış Ticaret A.Ş, then the Turkish distributor of Carl Zeiss. At the beginning of my career, I received comprehensive training on ophthalmic lenses, frames and optical products at Zeiss facilities in Germany. Beyond technical expertise, this experience shaped my understanding of quality, systematic working methods and a business culture built on trust. In the years that followed, I had the opportunity to expand my knowledge and experience through various roles across different areas of the industry. Looking back today, I believe the greatest achievement of this journey of more than 38 years has been my commitment to the profession and the lasting relationships of trust I have built along the way.

After many years in different areas of the industry, what inspired you to open Çebi Göz Optik?
Throughout my career, I worked in various positions, including distribution, management and coordination, which allowed me to gain extensive insight into every stage of the industry, from production to sales. Yet throughout those years, the idea of opening a retail optical store where we could connect directly with consumers was always in the back of our minds. My son, Furkan Ömercebioğlu, entered the optical industry while still in high school. After completing his degree in Business Administration, he also earned his opticianry qualification and gained valuable professional experience. Rather than pursuing wholesale, he chose to focus on optical retail and continued to develop himself in that field. His passion for retail and his customer-oriented approach played a key role in turning our long-standing vision into reality. In August 2025, we opened Çebi Göz Optik in Altunizade, Istanbul, combining Furkan’s retail expertise and strong customer relations with my decades of industry experience. Our goal has always been to provide not only quality products but also reliable, professional service, and we continue to work toward that goal every day.

You have witnessed the transformation of Türkiye’s optical industry firsthand. Could you tell us about your role in the widespread adoption of progressive lenses?
The late 1980s and early 1990s marked a significant period of transformation for Türkiye’s optical industry. As mineral lenses gave way to organic lenses, thinner lenses, advanced coatings and next-generation optical technologies also began to gain wider acceptance. At that time, the number of importing companies was quite limited. With the transition to a free-market economy, innovative products from around the world gradually entered the Turkish market. During this period, I actively participated in the advertising and promotional activities that introduced Zeiss progressive lens technology to the Turkish market. I was also involved in numerous initiatives supporting the adoption of organic CR-39 lenses, thinner lenses, specialty coatings, polycarbonate and Trivex products. Throughout my career, I have closely followed technological developments in the industry and had the opportunity to contribute to many projects that brought new optical technologies to Türkiye. Looking back today, being part of this transformation and contributing to the development of the Turkish optical industry remains one of my greatest sources of professional pride.

What criteria do you consider when selecting the brands and products available at Çebi Göz Optik?
At our store, we are committed to offering leading brands and high-quality products. However, our priority goes beyond maintaining a broad product range. What matters most is providing the right solution for each customer’s individual needs. When selecting brands and products, we focus on quality, reliability, durability and everyday comfort. We always try to put ourselves in our customers’ shoes and recommend products they will enjoy using for many years. To us, eyewear is not simply a fashion accessory; it is an important healthcare product that directly affects quality of life. That is why we never compromise on quality when choosing either lenses or frames.

How would you describe the service philosophy you have developed at Çebi Göz Optik?
At Çebi Göz Optik, we welcome every customer as our guest. Through our friendly service approach, professional guidance and trust-based philosophy, we strive to provide solutions tailored to each individual’s needs. For us, success is not simply about recommending the right product. It is about ensuring that our customers feel confident and comfortable throughout the entire experience. Building long-term satisfaction and lasting relationships based on trust is one of the cornerstones of our service philosophy.

What do you believe sets Çebi Göz Optik apart in optical retail?
The knowledge and experience we have gained throughout our years in the optical industry form the foundation of our service philosophy today. What truly distinguishes us, however, is our ability to use that experience to understand our customers’ needs accurately. When recommending products, we look beyond brand names. We carefully evaluate quality, lifestyle, visual requirements and long-term satisfaction to ensure every customer receives the most suitable solution. Recognizing that every individual has different expectations, our goal is always to match the right product with the right person. To us, optical retail is far more than selling products. It is a professional service built on knowledge, trust and responsibility. For this reason, establishing long-lasting relationships with our customers remains one of the most important values of Çebi Göz Optik.

Do you have a message for the industry and for young entrepreneurs planning to open their own optical stores?
Throughout my more than 38 years in the optical industry, I have taken on a wide range of responsibilities in both Türkiye and abroad. My career has given me the opportunity to visit 27 countries across Europe and the Far East, explore manufacturing facilities firsthand and observe different market cultures. Those experiences taught me that success in this profession depends on far more than product knowledge alone. The optical industry requires continuous learning, keeping pace with innovation and, above all, a strong sense of responsibility toward people. You need to love what you do, remain open to learning and closely follow professional developments. Honesty, hard work and customer satisfaction are the foundations of long-term success. Technologies and products may change over time, but trust never loses its value. True success is built not only on theoretical knowledge, but also on understanding different countries, manufacturing cultures and the evolving needs of customers. Those who move forward with patience, curiosity and an unwavering commitment to quality can build a strong place for themselves in this industry. It should never be forgotten that the optical industry is built on trust. Those who protect that trust help shape its future.

How do you evaluate the development of Silmo Istanbul and its contribution to the optical industry?
Optical trade fairs play a vital role in the development of our industry. They enable professionals to stay up to date with new technologies, manufacturing techniques and design trends while bringing the industry together under one roof. For us, trade fairs are much more than product showcases. They provide valuable opportunities to communicate directly with manufacturers, evaluate quality standards firsthand and establish new business partnerships. Having attended Silmo Paris regularly since 1980, I have always admired its outstanding organization. In recent years, Silmo Istanbul has also made remarkable progress, both in terms of its organization and its international profile. I believe the Silmo Istanbul Optical Fair has become an invaluable platform by introducing new technologies, bringing industry professionals together and encouraging the exchange of knowledge.

Thank you for your time. Before we conclude, could you share your thoughts on 4 your eyes?
4 your eyes is a distinguished publication that approaches the optical industry not only from a commercial perspective but also through the lenses of education, knowledge sharing and professional vision. By closely following domestic and international industry developments, innovations and brands, it provides readers with valuable insight into the evolving optical world. I believe it is a trusted and important resource for both experienced professionals and those just beginning their careers in the industry. I wish you continued success.

August 2026

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Wholesaler Interview

Safira Gözlük

Posted on by Emre Özden

Safira Gözlük

Engineering Quality Through Innovation

“Silmo Istanbul unites every key player in the global optical industry,
bringing domestic manufacturers, distributors, and opticians together under one roof to create exceptional commercial synergy year after year.”

Mr. Ulucan, could you introduce yourself to our readers and tell us how Safira Gözlük has evolved over the years?
Hello, I’m Osman Nuri Ulucan, one of the founding partners of Safira Gözlük Sanayi ve Ticaret A.Ş. Our journey began in Antalya in 2016. From the very beginning, our goal has been to deliver high quality, reliable, and safe products at every stage, from manufacturing to meeting consumer expectations. Our flagship brand, Safirex, whose name we associate with a noble and precious gemstone, quickly stood out through its innovative approach. Today, we have established a strong presence both in Türkiye and internationally with a portfolio of brands including Safirex, Safirex Kids, Clubmaster, and Violette, each appealing to a different consumer segment.

What needs and objectives led you to relocate your operations from Antalya to Istanbul?
Antalya holds a special place for us, as it is where our brand was born and its foundations were laid. However, as Safira Gözlük continued to grow, we decided to relocate our commercial operations to Istanbul in order to strengthen our market presence, accelerate our logistics processes, and provide our business partners with a more accessible service. The strategic advantages offered by Istanbul have not only enhanced the high standard of service we provide to our domestic dealers but have also significantly expanded our gateway to international markets.

What are the key qualities that distinguish Safira Gözlük from other manufacturers in the industry?
We do more than create trend driven designs. At every stage of production, we place human health and comfort at the center of everything we do. What truly sets us apart is our commitment to a premium level of service that reinforces the trust and reputation of the optical stores we work with in the eyes of consumers. In addition, thanks to our strong R&D capabilities, we are able to rapidly implement innovative materials and production technologies that support technological and environmental advancement across the industry, from children’s eyewear to bio based frames.

Could you tell our readers how you position your brands and what distinguishes each collection?
Each of our brands is designed to meet a different need and appeal to a distinct style within our broad product portfolio. Safirex is the flagship brand of Safira Gözlük. At its core is the idea of offering ultra lightweight and flexible frames that are so comfortable the wearer hardly notices them, without ever compromising on elegance. Combining aesthetic design with such an advanced level of lightweight technology is what sets us apart in this segment. With its innovative character and unique lightweight concept, Safirex aims to rank among the world’s leading eyewear brands. Safirex Kids is our brand created exclusively for children aged 0 to 14, carrying the motto “Enjoy your childhood.” We place children’s health above everything else by using completely hypoallergenic, flexible, and safe materials. We further support this collection with sustainable bio based materials derived from the castor oil plant, offering children eyewear that is both healthy and environmentally friendly. Clubmaster is our premium brand, presenting timeless and iconic classics with a contemporary touch. Distinguished by the use of premium high end acetate and exclusive metal combinations, it appeals to consumers seeking both luxury and comfort. Violette, on the other hand, is our budget friendly collection, created to make fashion trends and aesthetics accessible to everyone while maintaining an excellent price performance balance. Without compromising on quality, it offers collections dominated by timeless and classic color palettes.

Could you elaborate on the materials and manufacturing choices behind your award winning Safirex Kids collection?
Children’s eyewear is the category we approach with the greatest care. Safirex Kids frames are manufactured using Swiss made Giralamid, widely recognized as one of the finest materials in the memory eyewear market. Designed to meet the needs of both children and parents, these frames are hypoallergenic, free from toxic substances, flexible, and washable. In terms of design, we use a lightweight bridge that leaves no marks on the nose, soft silicone non slip ends, and lightweight temples that provide exceptional comfort behind the ears. Our flexible spring hinge system also allows the temples to bend further outward, helping prevent breakage while giving children maximum freedom of movement. In short, we believe Safirex Kids offers one of the safest and most suitable eyewear solutions available for children.

How do you balance design, comfort, and durability throughout your product development process?
Eyewear is both a fashion statement and a medical accessory worn throughout the day. That is why these three elements must exist in perfect balance. We build this balance into every stage of our designs, down to the rim inside channel. From the rim inside channel that ensures the lenses fit perfectly into the frame to the frame’s flexibility, every detail is calculated with millimetric precision. By combining material engineering with aesthetics, we create products that perfectly adapt to facial ergonomics while remaining lightweight, comfortable, and highly resistant to impact and breakage.

As the balance between quality and price becomes increasingly important in the eyewear industry, what approach do you take?
We understand that consumers are looking for products that are both healthy and affordable. Without ever compromising our manufacturing quality, we achieve this balance through the right material selection and optimized production processes. A Safira product displayed in an optical store competes with global brands in terms of quality while remaining highly accessible in terms of price. This commitment to reliable quality and a reasonable pricing strategy is the foundation of our sustainable success in both domestic and international markets.

You regularly participate in both domestic and international trade fairs. How do these events contribute to your brand’s growth?
Trade fairs are among the platforms we value most for showcasing Safira Gözlük’s global vision. The domestic and international exhibitions we attend enable our brands to engage directly with their target audiences. Through these events, we analyze global eyewear trends and emerging technologies firsthand while giving our business partners around the world the opportunity to experience the quality of Safira products up close. Their contribution to our brand recognition and export network is undeniable.

Which countries or regions are your priorities as you continue to expand internationally?
We want to demonstrate the manufacturing strength of the Turkish eyewear industry to the world. With this objective in mind, Europe, the Middle East, and the Gulf countries are our primary target markets. The use of Swiss standard materials in our production and the high level of reliability achieved in our children’s collections position us as a highly competitive player in international markets. By continuing to expand our global distribution network, we aim to bring Safirex and our sub brands to many more optical stores around the world.

Does Safira Gözlük have any upcoming investment plans, new collaborations, or product line expansions?
At Safira Gözlük, our short term goals are built around industrial strength, digitalization, and sustainability. To maintain our competitive edge in global markets and preserve our millimetric craftsmanship at the highest level, we have significantly expanded our production capacity through major investments in manufacturing equipment and our production infrastructure. At the same time, we have strengthened our e commerce platform and digital infrastructure to enable our dealers to manage their ordering and inventory processes as quickly and efficiently as possible. We crown all of these technological investments with our most visionary product line, the Safirex Bio collection. Developed to help create a more sustainable future for generations to come, these environmentally friendly frames are made from castor bean extract (Ricinus communis). Composed of 58 percent plant based material, the collection is harmless to human health, hypoallergenic, and renewable, giving parents the confidence to choose it for their children. In short, by combining advanced manufacturing capabilities, a strong digital infrastructure, and sustainable products, we continue to grow in line with our vision of becoming a global brand.

What does winning the Locally Manufactured Children’s Frame category at the Silmo Award Istanbul 2024 mean for your brand?
Receiving the Locally Manufactured Children’s Frame award at Silmo Award Istanbul 2024 represents far more than an achievement for us. It is a confirmation that the path we have chosen and the values we embrace are the right ones. We see children not only as our future but also as our greatest responsibility today. That is why, when designing our children’s collections, we focus not only on aesthetics and comfort but also place health, safety, and environmental responsibility at the very center of our approach. At the same time, we recognize that children’s world is colorful, vibrant, and full of imagination. We take great care to reflect that spirit through playful details, lively colors, and creative design elements. For us, the greatest reward is seeing a child happily wear their glasses with confidence. This valuable recognition from Silmo Istanbul is the strongest proof of the trust placed in our commitment to sustainable manufacturing, domestic production, and our child centered design philosophy.

How do you evaluate the growth of Silmo Istanbul Optical Fair and its contribution to the industry?
Silmo Istanbul Optical Fair is one of the largest and most prestigious events bringing the optical industry together. By gathering every key player in the global optical sector, including domestic manufacturers, distributors, and opticians, under one roof, it creates remarkable commercial synergy year after year. For Safira Gözlük, it also serves as a unique showcase where we can present the strength of our Istanbul based operations, our latest bio based designs, and our technologically advanced children’s collections to industry professionals. In short, I believe Silmo Istanbul continues to elevate the Turkish optical industry year after year.

Thank you for your time. Finally, what are your thoughts on 4 your eyes?
On behalf of the entire Safira Gözlük family, I would like to thank you and your team as well. As one of the industry’s most up to date, impartial, and forward looking publications, 4 your eyes continues to keep its finger on the pulse of the optical world. I believe it serves as a highly valuable bridge, delivering the innovations and philosophies of manufacturers like us to optical professionals in the most effective way. I wish you continued and ever greater success in your publishing journey.

Ağustos 2026

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Interview

Markus T

Posted on by Emre Özden

Markus T

Reinterpreting the Design Collection

Rather than looking back, Markus Temming reimagines the founding principles of the brand through today’s design perspective with the Red Dot 2026-winning Design collection.

Almost 30 years after the collection that first defined the design philosophy of MARKUS T, Design returns with a contemporary interpretation. Rather than taking a nostalgic look at its past, the German brand reinterprets its founding philosophy through today’s design language. This renewed approach reconnects the design principles that shaped the brand’s early years with the present while highlighting the consistency that has defined MARKUS T over the decades. More than a new product line, the Design collection marks an important milestone in the brand’s long-standing engineering approach and manufacturing philosophy. Built on simplicity, structural clarity and function-driven design, the new Design collection reaches back to the brand’s roots while pointing confidently toward its future. We present the interview with Founder and Creative Director Markus Temming about the thinking behind this transformation, titanium wire constructions, the screwless design philosophy, and why design remains an ever-evolving discipline for him.

Nearly 30 years later, you have brought the Design name back into the spotlight. What inspired you to return to your roots?
After nearly three decades, you naturally gain a certain distance from your own beginnings. That distance allows you to look back more objectively. The Design collection was the starting point of Markus T. To me, it was never simply a product line; it represented my design philosophy. My intention was never to revive that period nostalgically. What interested me instead was a simple question: What remains when everything tied to its own time is stripped away? The new Design collection is the answer to that question.

How does the philosophy behind your first Design collection differ from the new one?
Back then, my focus was on simplicity and structural honesty. I wanted to create eyewear shaped by function. There was no unnecessary decoration, nor any attempt to conceal the technology. Titanium wire, a screwless construction and lightweight design were not aesthetic choices but natural outcomes of the design itself. The belief that form should emerge from function has always been at the heart of my design philosophy. In truth, that perspective has never changed. Rather than replacing the existing structure, I reworked it for the new Design collection. To me, reworking is not about changing something for the sake of change. It is about rethinking an existing principle. It means refining the lines, clarifying the transitions and defining the proportions more deliberately. It is a process that sharpens the design. The foundation remains the same, but its structure becomes clearer. That, to me, is how genuine evolution takes place.

Where does this evolution become most evident in the new Design collection?
Most clearly in its design language. Today, the Design collection feels more defined, yet also more confident, because every element is positioned with greater intention. The front, temples, transitions and hinge design are all part of this evolution. The change is especially evident in the models with a stronger visual character. The shapes are more clearly defined, surface treatment is more pronounced, and the designs project a bolder expression. Even so, the collection never loses its structural logic. To me, that balance is what defines its maturity. I preserve a design’s identity by focusing not on style, but on principles. As long as the structural foundation is right, the form is free to evolve. Identity comes not from a single detail, but from the design’s own internal logic. As long as that logic remains intact, a product can evolve without losing its essence.

Your brand has long been associated with screwless titanium wire constructions. Why does this approach still remain at the heart of your design philosophy today?
A screw is a simple, imperfect solution and, aesthetically, not a particularly compelling one. It delivers a quick result, but it can never fully express the precision of a thoughtfully engineered construction. Developing a screwless plug-in system that is both technically reliable and capable of meeting our design standards was a highly complex process. That challenge has inspired us from the very beginning. This is why we continue to apply the same principle consistently across all our collections. Titanium wire allows us to create structures that are lightweight, flexible and exceptionally durable. To me, our screwless plug-in system is the clearest expression of the belief that technology may be visible, but it should never overshadow the design. Technology is part of the design, not its decoration.

All your frames are finished with your patented MSC titanium coating. What does this technology contribute in terms of quality, durability and aesthetics?
The MSC coating is one of the cornerstones of our quality philosophy. During this process, the surface structure of the titanium is precisely modified, creating its distinctive color effect. The resulting layer is extremely thin, virtually immeasurable. Yet its color durability is more than ten times greater than that of conventional paint finishes. The result is a surface that is both exceptionally fine and remarkably long-lasting. To me, technology is not about spectacle; it is a tool for delivering reliability.

The diversity offered by the new Design collection is remarkable. Could you tell us more about the models and the latest additions to the collection?
The new Design collection introduces 16 new frame shapes in nine titanium colors, complemented by optional colored lens contour rings. This diversity means a great deal to us because a clear system should never be mistaken for uniformity. Within a well-structured design concept, diversity can exist without appearing arbitrary. Different shapes express different personalities, while the colors and the colored lens contour rings add subtle accents to the design. Simplicity does not mean giving up individuality. What mattered most to me was ensuring that every element of this diversity was rooted in the same design philosophy. The colored contour rings add a strong yet measured character to the collection. Their optional nature also highlights the collection’s customizable side. The real character, however, comes from the frame itself, its shape and its color. The contour rings support that system, but never dominate it.

What does your Gütersloh-Isselhorst location represent for you in terms of design, quality control, manufacturing precision and brand identity?
In the early years, Gütersloh-Isselhorst was actually a coincidence. We began working in a converted farmhouse. It was quiet and offered plenty of space to create. As the brand grew, however, we outgrew that building. We then had the opportunity to acquire and restore a historic distillery in the center of the village. Our goal was to create a place where people would feel comfortable, where inspiration could flourish, and where every stage of production could come together under one roof. Today, both our development and manufacturing processes take place here. That makes us one of the few eyewear manufacturers still producing entirely in Germany. Having design and manufacturing in the same location gives us maximum control over quality and precision while reinforcing our brand identity. Through the Markus T Brand Store, we also maintain direct contact with end users, which helps us better understand the perspective of our optician partners. To me, this is far more than a production facility. It is the heart of our brand.

Your design language is known for its simplicity, clarity and structural approach. Is your design process built entirely around function?
I began my career as an optician, so I have had a strong technical foundation from the very beginning. In the early years of Markus T, our focus was engineering and developing precise, functional solutions. Function remains our foundation today, but design has become just as important, and I no longer believe technology alone is enough. Truly strong design emerges when engineering, proportion and aesthetic expression come together. As for minimalism, it has never been a stylistic choice for me. It is the natural outcome of a consistent design process. The Red Dot 2026 award for the new Design collection is a strong affirmation of that approach.

Has the Markus T audience changed over nearly three decades, or has it simply grown alongside the brand?
I would say both. We have a very loyal audience that has grown with us over the years. At the same time, our audience has expanded. Today, technology and design exist as a natural whole at Markus T. We no longer appeal only to those who value structural precision, but also to people who appreciate strong design supported by thoughtfully engineered solutions. We are fortunate to have many loyal customers who share that perspective. At the same time, we continue to evolve creatively. With every new step, we connect with new people who value clarity, purposeful design and products with genuine character.

Source: Spectr

August 2026

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Sales Point

Aydın Optik

Posted on by Emre Özden

AYDIN OPTİK

Built on Long Term Trust

“Silmo Istanbul provides an opportunity to closely follow new collections and the latest industry developments while also allowing us to communicate
directly with brands.”

Hello Mrs. and Mr. Ayazlı. Could you introduce yourselves to our readers and tell us about the foundation of Aydın Optik?

Pınar Ayazlı: Hello. I was born in Sakarya in 1988. After graduating from the Faculty of Business Administration at Anadolu University, I began my professional career at an ophthalmic lens company in 2009. During this period, I worked in managerial positions for six and a half years and gained valuable experience in the optical industry. I left my position in 2016. After becoming a mother, I took a one year break from the sector and, in January 2017, we began our entrepreneurial journey by opening our first store in Hendek. Continuing my professional development, I graduated from the Opticianry Program in 2022. Today, I continue to reflect all the knowledge and experience I have gained throughout my career in our business.

Aydın Ayazlı: Hello. I was born in Sakarya in 1984. I graduated from the Opticianry Program at Muğla Sıtkı Koçman University in 2005. With more than twenty years of experience in opticianry, I have developed extensive knowledge and expertise, particularly in workshop operations. I continue to practice my profession with the same enthusiasm while drawing on the experience I have gained over the years.

How do you and Mrs. Ayazlı work together at Aydın Optik? Do you have a specific division of responsibilities?

Aydın Ayazlı: Drawing on my many years of industry experience and retail expertise, I focus primarily on managing the technical and operational aspects of the business. My wife, on the other hand, plays an active role in analyzing customers’ needs and guiding them toward the most suitable solutions through her strong knowledge of lenses and sales. Her customer focused approach strengthens our service quality at every stage, from lens selection to the sales process. By combining these two complementary areas of expertise, we are able to create a balanced and efficient structure that prioritizes both technical accuracy and customer satisfaction in store management. Our collaboration also makes an important contribution to providing customers with a more accurate and reliable service experience.

Aydın Optik continued its growth over the years with the opening of a second store. Why Serdivan?
The concept we envisioned for our second store was better aligned with the profile of the Serdivan area. Nevertheless, before making our decision, we carefully evaluated the region’s dynamics and customer potential. Compared to Hendek, Serdivan has a younger, more dynamic, and more diverse consumer profile, which was an important factor in our decision. The strong interest in sunglasses and special collections also enabled us to position our Serdivan store with a distinct concept. In addition, we saw an opportunity to respond to changing consumer expectations with a broader product range. We continue to develop both of our stores according to the specific needs of their locations. We place great importance on ensuring that each store reflects the expectations and characteristics of the community it serves.

How do you manage the differing customer expectations between your two stores?
Operating in two different locations allows us to better understand our customers and develop personalized solutions tailored to their needs. At our Hendek store, the focus is primarily on functional products that address core optical needs. Customers there generally make choices based on eye health and everyday use. At our Serdivan store, on the other hand, we offer a broader product range. In addition to optical eyewear, sunglasses and special collections also play an important role. Customers in Serdivan tend to be more selective and trend conscious when it comes to style, brands, and design. These differences between the two locations enable us to be more flexible and innovative in many areas, from product selection to in store presentation. The most important point common to both stores is our commitment to carefully analyzing customer expectations and offering the most suitable solutions for their needs. We shape both our product portfolio and sales approach according to these differing expectations. This allows us to provide a more accurate, personalized, and satisfaction focused service experience.

What are the key criteria that guide your brand and product selection process?
Quality and reliability are among the most important criteria in our brand and product selection process. We believe that a strong brand should stand out not only through the quality of its products but also through its corporate approach and reputation within the industry. In addition, a brand’s design language, market position, and potential for long term collaboration with its distributor play a decisive role in our decision making process. By carefully analyzing our customers’ expectations, we prefer to work with brands that can capture current trends while maintaining a timeless design philosophy. Our goal is not simply to respond to short term demand but to build sustainable customer satisfaction over the long term. When selecting products, we also consider the balance between quality, design, and user experience. Equally important are the after sales support, warranty services, and communication standards offered by our business partners. We believe that building a strong portfolio depends not only on product diversity but also on reliable and sustainable partnerships. For this reason, we shape our brand selection strategy around long term collaboration rather than short term commercial objectives.

Could you tell us about Aydın Optik’s in store service philosophy and your approach to customer satisfaction?
The foundation of our in store service philosophy is built on trust, sincerity, and proper guidance. Our goal is not simply to offer a product, but to accurately assess each customer’s needs and determine the most suitable solution for them. We view every customer interaction as a unique experience, taking the time to understand expectations through one on one communication and helping customers find the most appropriate product. We believe this approach is one of the key factors behind customer satisfaction. In addition to the sales process itself, post purchase satisfaction is equally important to us. For this reason, we place great value on building long term relationships based on trust. The customer loyalty we have developed over the years is a natural result of this philosophy. At Aydın Optik, our most valuable reference is a satisfied customer recommending us to others.

How do you shape your digital communication and social media strategy?
Digital communication and social media have become some of the fastest and most effective ways to connect with customers today. We see social media not only as a promotional channel but also as an important platform where we can reflect our brand identity and service philosophy. It allows us to stay in closer contact with our customers and respond more quickly to their expectations and requests. The feedback we receive through social media also helps us better understand our customers and continuously improve our service approach. By closely following changing consumer expectations, we strive to shape both our communication style and content accordingly. The interaction opportunities offered by digital platforms help us build stronger and more sustainable relationships with our customers.

How do you evaluate the Silmo Istanbul Optical Fair and its contribution to the industry?
We see Silmo Istanbul Optical Fair as an important and valuable meeting point for our industry. The fair provides an opportunity to closely follow new collections and the latest industry developments while also allowing us to communicate directly with brands. Being able to see different brands together and examine products firsthand helps us make more informed decisions for our stores. It is also highly valuable for us to meet with industry professionals, exchange ideas, and learn from different experiences. We believe Silmo Istanbul plays an important role not only in the development of the optical sector but also in helping optical retailers like us keep our professional knowledge up to date.

Thank you for your valuable time. Finally, would you share your thoughts on 4 your eyes.
We would like to thank the 4 your eyes team as the Aydın Optik family.  We consider 4 your eyes to be a valuable publication that presents the latest developments and innovations in the optical industry through a professional perspective. With its content bringing together trends, brands, and diverse viewpoints, we believe it serves as an important platform for industry knowledge sharing. We appreciate the contribution you make to professional communication within the sector and wish you continued success.

Temmuz 2026

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Wholesaler Interview

Platin Optik

Posted on by Emre Özden

Platin Optik

Building Sustainable Growth

“I believe the Silmo Istanbul makes a significant contribution to the development of the Turkish optical industry by bringing together both domestic and international participants.”

Hello Mr. Murat Çam. Could you share with our readers how you entered the optical industry and tell us about your professional journey?
Hello,  I entered the optical industry in 2001 at Sesa Dış. Tic. Ltd., where I worked alongside my cousin, Semih Saraçoğlu. It was there that I first gained a close understanding of the industry’s dynamics and built a strong foundation through experience in different areas of the business. In 2005, I joined Ant Optik, founded by my brother Suat Çam, where I held various roles over the years. During this period, I expanded my expertise across sales and marketing, brand management, customer relations and distribution operations. Throughout my career, I have had the opportunity to closely witness the transformation of the optical industry and the evolving needs of the market. Working with different brands helped me better understand the expectations of optical retailers while also giving me a broader perspective on the industry’s development. Drawing on the knowledge and experience I accumulated over the years, I founded Platin Optik in March 2025 and began a new chapter in my professional journey.

Please tell us about the vision behind Platin Optik and how the company is positioned within the industry?
When we founded Platin Optik, our goal was never simply to become a company that distributes products. We wanted to build an organization that adds value to the brands it represents, establishes long term relationships with its business partners and brings a trust based approach to the industry. Our vision is to position globally respected brands in the Turkish market in the most effective way possible and to become one of the industry’s most trusted distributors. At the core of our philosophy is not just selling products, but growing together with our business partners. We do not see the optical stores we work with as customers. We see them as long term partners with whom we can build lasting relationships. By creating partnerships based on mutual trust, we aim to contribute to the sustainable growth of both our business and the industry as a whole. With this mindset, we closely follow the needs of our partners and strive to support them at every stage of the business. We strongly believe that long term partnerships play a vital role in the development of the industry and in achieving shared goals. For this reason, we focus on being responsive, reliable and solution oriented in every area, from product supply and after sales service to spare parts support and commercial consultancy.

Could you tell our readers about the brands you have introduced to the Turkish market and what makes them stand out?
Most of the brands we represent are dedicated eyewear manufacturers that have achieved international success in their respective fields. Henry Jullien is one of France’s most prestigious eyewear brands and has received important recognition in the luxury sector. Epos Eyewear is a distinctive brand that combines Italian design, architectural aesthetics and durability in its collections. Sea2See is a pioneer in sustainable eyewear production through the recycling of plastic waste collected from oceans and seas. Beyond producing eyewear, the brand also contributes to raising environmental awareness. Ovvo Optics is globally recognized for its lightweight, durable and high performance frames developed through advanced technology. Barbour, with a heritage spanning more than 130 years, successfully carries the legacy of one of Britain’s most established lifestyle brands into its eyewear collections. Each of these brands offers optical retailers an opportunity to differentiate themselves through a unique story, distinctive design language and strong brand identity. By bringing these valuable brands to the Turkish market, we aim to provide both industry professionals and consumers with high quality alternatives.

How do you evaluate the response to environmentally conscious brands such as Sea2See in Türkiye?
Sea2See has received a stronger response in Türkiye than we initially expected. I believe one of the main reasons for this is the growing awareness of sustainability among consumers. Living in a country surrounded by seas on three sides has also helped the brand’s environmental mission resonate more strongly with the market. Sea2See is not simply a brand that produces eyewear from recycled materials. It is also a global initiative that contributes to the collection and recovery of plastic waste from oceans and seas. In this respect, it offers consumers not only a product, but also a meaningful story and a commitment to environmental responsibility. In recent years, we have observed that consumers increasingly value not only product quality, but also the production process and the values behind a brand. Sea2See stands out because it turns its environmental commitment into a tangible benefit. We have also received very positive feedback from optical retailers. Consumers appreciate the environmental contribution associated with the brand, while retailers are pleased to offer a collection supported by a strong story and purpose.

What do you believe is the most important responsibility of representing an international eyewear brand as a distributor?
We see the brands we represent as if they were our own. For that reason, our priority is not simply to generate sales, but to protect each brand’s value, position it correctly in the market and contribute to its long term development. We believe a distributor’s role goes far beyond supplying products. Communicating a brand’s identity effectively, placing products in the right retail locations and connecting the brand with the appropriate audience are all important parts of that responsibility. With this approach, we strive to develop strategies that reflect the unique character and objectives of every brand we represent. By bringing the right products together with the right business partners, we aim to support the sustainable growth of these brands in the Turkish market. For us, success is measured not only by short term sales figures, but also by the value and trust a brand builds over time. That is why establishing long term relationships with both our business partners and the brands we represent remains one of our most important responsibilities.

After a quarter century in the optical industry, how would you assess the changes and developments that have shaped the market?
When I first entered the industry, fashion brands had a very strong influence on the market. In the years that followed, boutique brands focused exclusively on eyewear began to establish an important presence within the industry. Today, we see a rich and dynamic market where fashion brands and independent eyewear brands coexist, offering consumers a wider range of choices. We also observe that consumers are increasingly drawn to durable products with timeless designs that can be worn for many years. Economic conditions certainly play a role in this trend. However, quality and longevity have become more important factors in purchasing decisions than ever before. At the same time, comfort, technical features and brand story have also become key elements influencing consumer preferences. As consumers become more informed, sustainability and long term value have gained greater importance in the purchasing process. I believe sustainability will become an even more decisive factor within the Turkish optical industry in the years ahead. Environmentally friendly materials, responsible manufacturing processes and projects that create social impact will play an increasingly important role in shaping brand preferences.

Could you tell us about the direction Platin Optik will follow and your future plans?
Our primary goal is to position our existing brands where they deserve to be within the Turkish market. In the long term, we would like to create our own brand and establish a globally recognized presence in international markets. With this vision, we aim to grow both our product portfolio and our network of business partners in a sustainable way. At the same time, we closely monitor the changing needs of the industry and continue to explore new brands and partnership opportunities that can create added value for our business partners. While maintaining steady growth, we place great importance on further improving our service quality and strengthening the relationships we have built over the years. Through our innovative perspective, quality focused approach and industry experience, we aim to build a strong and lasting brand value not only in Türkiye, but also in international markets.

How do you evaluate the growth of Silmo Istanbul and its contribution to the optical industry?
In a sector where innovation, design trends and brand strategies evolve rapidly, Silmo Istanbul provides an important platform for professionals to stay up to date with the latest developments. It also creates valuable opportunities for direct communication among industry professionals and helps foster new business connections. I believe the Silmo Istanbul makes a significant contribution to the development of the Turkish optical industry by bringing together both domestic and international participants. Türkiye’s strategic location and its ability to connect professionals from different markets further enhance the value of the event. We follow Silmo Istanbul with great interest every year and greatly appreciate its contribution to our industry. I would also like to thank the organizers for their continued efforts and commitment.

Thank you for your time. Finally, what would you like to tell us about 4 your eyes?
I believe 4 your eyes has made a valuable contribution to the optical industry for many years. It serves as an important communication platform that delivers industry news, innovations and developments to its readers with a professional perspective. I would like to congratulate the entire 4 your eyes team for their dedication and the quality of their work, and I wish you continued success in the years ahead.

July 2026

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Interview

Burbas Studio

Posted on by Emre Özden

Burbas Studıo

Capturing the Story Behind Eyewear

According to Burbas Studio, creating impactful campaigns in the age of AI is not only about embracing new technologies, but also about preserving a brand’s character, authenticity, and story.

Cologne based creative agency Burbas Studio founders Fabian Burgard and Max Bastian have increasingly drawn attention in recent years through their work at the intersection of fashion, advertising, and eyewear photography. Bringing photography and video production together under one roof, the studio delivers a wide range of projects spanning from e-commerce content to international advertising campaigns. Most recently, the team produced Coblens Eyewear’s 2026 campaign, earning recognition for an approach that combines analog photography with a contemporary visual communication language. At a time when artificial intelligence is playing an ever greater role in creative campaigns, photographer Fabian Burgard advocates for a more balanced use of digital technologies, particularly for eyewear brands that place craftsmanship, authenticity, and human storytelling at the center of their identity. We present the interview with Fabian Burgard, co-founder of Burbas Studio, discussing the evolution of photography, the future of eyewear campaigns, and the creative vision behind the Coblens 2026 campaign.

When did you start specialising in eyewear and how does this style of photography fit with your expertise?
I first worked for an eyewear brand in 2019. It fits well with what I do, as I also shoot in other areas of fashion. Outside of work I also developed a big interest in the fashion industry as well (even if my own outfit looks pretty much the same most days). A real “expertise” for eyewear came over time. Glasses are a tricky product: they’re reflective, often super delicate, and the photographed angle makes a huge difference. Over the years, I think I developed a feel for what makes a frame look right, how to place and light it. So it’s something that really grew through doing it and will probably keep growing.

What is your view on AI and photography campaigns? Are you using AI at Burbas and what advantages have you seen? 
AI is a great tool, when it actually makes sense. We’ve been developing workflows that let us keep the product design consistent, to use when it serves the concept. That can make it possible to create more complex looks without blowing the budget, which is a win for a lot of brands. At the same time, it’s very client- and brand-dependent. We actually still produce full analog shoots, and we even have our own in-house darkroom for film development. The main thing for me is that AI shouldn’t override a brand’s authenticity. If a label is rooted in tradition or draws from specific decades and craft, you need to reflect that honestly and sometimes that means AI simply isn’t the right tool (at least right now). In the end, I don’t think you should ignore AI either or use it just because it is new or even hyped at the moment.

You recently worked on Coblens Eyewear’s 2026 campaign. Could you share some insights into the production process and what made this project stand out?
Our latest campaign was actually a special one. It was for Coblens Eyewear, a label from my hometown, they make beautiful frames. We shot it at the Gerling Quarter in Cologne, a 1950s building from the post-war modern era. The location as part of the building is run by a university that’s also one of our clients, so we were able to produce there. And the architecture matched the frames perfectly, so visually it feels like a match. Besides the video assets, we produced a fully analog photo series: shot on film, then we made hand prints in our darkroom and scanned those for the final files. It’s a workflow I love, but in this case it also fits the brand so well because it has that crafted, handmade character. With a great team, it turned into one of those productions that’s just really fun from start to finish.

Do you also do still life work and what is your opinion of still life photography for eyewear?
Yes we do still life, and I love it. It’s such a strong (and easy) tool for building brand identity, especially in eyewear. For me, still life works best when it’s reduced and focused — not overloaded with as many beautiful objects as possible. Sometimes texture and framing is already enough to set the tone. Putting frames on a material that fits the brand can do a lot. Technical frames on stainless steel, brands with a heritage feel on materials that reference older interiors or architecture, whether that’s marble, a specific carpet, or something similar. If the concept is more modern or playful, you can also go in a slightly more unexpected direction. I recently saw a jewelry campaign where the product was photographed on baking paper, super minimal, and it looked amazing. In the end, I think smart, reduced choices often make the frame look stronger than an overloaded set.

What are your main goals and plans for Burbas Studio in the years ahead?
For 2026, we’ve got many goals. On the main side, we want us to keep producing strong work. Staying current, pushing new ideas, and doing more creative productions. We are happy to work with new brands. Partly because it’s creatively exciting to build visuals for different brand identities, and yes, also because working with new clients is always a motivating part of the job. And then there are the smaller, personal goals: pushing my own ongoing documentary work, refining my style, and finding a few dream locations I’ve been wanting to shoot at for a long time. Right now, I’m trying to get access to a museum space in Wuppertal that I’m completely obsessed with.

What is the future of photography for eyewear brands? Digital or Analog and Digital? 
I’m pretty sure it’s going to be both. AI will keep getting better, which makes it a great match for a lot of brands, and it’ll definitely lower the barrier for newer brands to create strong visuals. But at the same time, I don’t think the handcrafted side of production will ever fully disappear, especially when it comes to creative campaign assets. In marketing, it’s not only about the final image. Often, it’s also about how it was made, who was involved, and the human side of the process. That “made by real people” aspect has always been part of what brands communicate. Whether it’s a collaboration with a bigger artist people identify with, or just creatives in general behind the scenes. That human process often matters, because it helps sell the feeling around the product. Realistically, the balance will probably keep shifting further toward digital work because the possibilities are growing so fast, but I don’t see the traditional, hands-on side of production completely vanishing. There will always be brands that look for authenticity in craft and character not only in what they produce, but in how they communicate it.

Source: Eyelist

July 2026

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Sales Point

Bayer Optik

Posted on by Emre Özden

BAYER OPTİK

Address of Trust in Balıkesir

“Silmo Istanbul is an extremely valuable meeting point for professionals seeking to stay informed about industry innovations, develop new business relationships and gain fresh perspectives.”

Hello Mr. Ogün Bayer. How would you summarize your journey into the optical industry and where you are today?
I entered the optical industry nearly 16 years ago, starting from the ground up as an apprentice. From the very beginning of my career, I focused not only on developing technical expertise but also on continuously improving my knowledge of customer relations, products and industry developments. During this time, I gained valuable experience working in an optical store located within a hotel in Muğla, one of Türkiye’s leading tourism destinations. Serving an international clientele broadened my professional perspective and strengthened my ability to better understand the diverse needs of customers. Today, at Bayer Optik, which we opened in 2023, I am proud to share the knowledge and experience I have accumulated over the years alongside my sister, who is a optician, while providing solutions that positively impact our customers’ daily lives.

Can you tell us about the founding of Bayer Optik and the concept behind the store?
Our goal was to create a boutique optical store built on sincerity, trust and personalized service. In May 2023, we brought this vision to life under the Bayer Optik name. From day one, we have focused on offering quality products through honest guidance and a genuine service approach. We wanted to create an environment where customers could feel comfortable, explore products at their own pace and enjoy a shopping experience built on trust. Both our store layout and our service philosophy were designed around this vision. We also made a conscious effort to create a structure that allows us to truly listen to our customers and provide individual attention to each person who walks through our doors. Today, we continue to uphold our boutique retail philosophy by placing personalized experiences at the center of everything we do.

How has your extensive professional experience shaped the service philosophy at Bayer Optik?
Spending many years actively working in the industry has given me the ability to accurately identify a customer’s needs from the very first interaction. Rather than simply presenting products, this experience allows us to better understand individual expectations and recommend the most suitable solutions. At Bayer Optik, we embrace a service philosophy centered on customer needs and satisfaction rather than sales targets. Since every customer has unique visual requirements, lifestyles and expectations, we place great importance on delivering personalized solutions. We want our customers to feel confident not only during the purchasing process but long afterward as well. For this reason, proper guidance and long-term customer satisfaction remain at the core of our approach. Building lasting relationships strengthened by trust and positive feedback continues to be one of our most valuable achievements.

Location plays a significant role in retail. What factors influenced your choice of location for Bayer Optik?
Absolutely. The importance of a store’s location largely depends on the nature of the service it provides. Having witnessed this countless times throughout my career, I can say that location was one of the most carefully considered aspects before establishing Bayer Optik. For this reason, we chose a site close to a hospital and positioned it along a route that connects the hospital area with the city center. We recognize that eyewear is not merely a fashion accessory but also an essential part of eye care, especially as visual demands continue to increase in the digital age. Our location allows us to serve a broad customer base by balancing accessibility for both city residents and visitors to the nearby hospital. As a result, we are conveniently positioned for customers seeking prescription eyewear following eye examinations, as well as those who live and work in the surrounding area.

The global rise in myopia continues to attract attention. How do you support customers who require prescription eyewear?
With the increasing use of digital devices, vision-related concerns, particularly myopia, have become far more common. That is why we closely follow technological developments and offer our customers the latest advancements in lens and measurement technologies. Our goal is to maximize customer satisfaction by providing solutions that deliver clearer vision, faster adaptation and greater comfort. At the same time, we strive to guide customers not only according to their current needs but also with their long-term visual well-being in mind. We pay particular attention to emerging myopia management solutions for children and young adults and believe it is important to help families better understand the options available to them. Because every individual has unique visual requirements, we approach everything from measurements to product selection on a personalized basis. We believe that combining advanced technology with professional guidance is one of the most important foundations of successful optical care.

How does working alongside your sister influence your team dynamic and customer relationships?
Working with a family member naturally strengthens trust and harmony within the team. That sense of connection and sincerity extends to the atmosphere of the store as well. When customers visit Bayer Optik, we want them to feel more like welcomed guests than participants in a sales transaction. This approach helps us build warmer and longer-lasting relationships with the people we serve. Working together also allows us to respond to customer needs more efficiently and consistently. Many of our customers eventually visit us not only to purchase eyewear but also to seek advice and professional guidance. One of the greatest compliments we can receive is being recommended to family members and friends. We believe that level of trust is built through genuine communication and relationships developed over time.

What are the most important criteria you consider when selecting products for your store?
When selecting products, we focus on achieving the right balance of quality, comfort and design. While offering options that appeal to different age groups and budgets, we also closely follow current fashion trends. Our goal is to provide customers with choices that are both aesthetically appealing and functionally effective. At the same time, we place greater value on quality than quantity when building our product assortment. Rather than overwhelming customers with excessive options, we prefer to curate carefully selected collections that genuinely address their needs. This approach allows us to preserve our boutique identity while maintaining a well-balanced product portfolio that appeals to a variety of preferences and lifestyles.

When designing the architectural layout of your store and organizing product presentation, what factors did you prioritize?
We adopted a design approach centered on spaciousness, simplicity and making the most efficient use of the available space. We created a layout that allows customers to browse products comfortably and make decisions without feeling overwhelmed. While maintaining visual consistency throughout the store, we also prioritized functionality. In keeping with our boutique retail philosophy, we wanted to create a warm and welcoming atmosphere. We paid close attention to designing a space where products could take center stage while customers felt comfortable spending time in the store. From the storefront display to product placement, we aimed to keep every detail clear, organized and easy to navigate. We believe that a positive retail experience is shaped not only by the products themselves but also by the quality of time customers spend in the store.

What are Bayer Optik’s goals for the coming years? Are there any plans for additional locations in the near future?
Our primary goal is to continuously improve the quality of service we provide and take it even further. While future investments and expansion opportunities may certainly be part of our long-term plans, we want to approach that process thoughtfully and strategically. We believe that growth is not defined solely by physical expansion. Enhancing customer satisfaction, continuously improving our service standards and further strengthening the trust customers place in Bayer Optik remain among our top priorities. By closely following industry developments, we will continue working to deliver an even better experience with every customer interaction. When the timing and conditions are right, we will evaluate new opportunities with the same level of care and attention.

What are your thoughts on the growth of Silmo Istanbul and its contributions to the optical industry?
Silmo Istanbul is an extremely valuable meeting point for professionals seeking to stay informed about industry innovations, develop new business relationships and gain fresh perspectives. Bringing together both local and international professionals under one roof each year clearly demonstrates the important role the exhibition plays within the optical sector. Its continued growth and expanding reach also reflect the dynamism and development of the Turkish optical industry. In addition, I believe the exhibition creates significant value by encouraging knowledge sharing and strengthening commercial interaction among industry professionals.

Thank you for your time. Finally, we would like to know your thoughts on 4 your eyes?
I believe 4 your eyes is not only an informative and forward-thinking publication but also one that creates real value for our industry. Beyond reporting current news, it serves as an important communication platform that highlights innovations, brands and professionals across the optical sector. By bringing different perspectives and industry developments to its readers, it helps strengthen connections within the professional community. As Bayer Optik, we would like to thank you for this opportunity and wish you continued success in your publishing efforts.

June 2026

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