Interview

OptiSwiss

Posted on by Emre Özden

Optiswiss

Swiss-Made Precision

Silmo Istanbul reflects the vibrancy of the Turkish market and meticulously highlights its role in shaping the future of the optical industry.

Optiswiss stands out as a premium, independent Swiss brand with a focus on quality, sustainability and innovation. Founded in 1937, the company collaborate with universities and research institutions to drive innovation and conduct market-relevant wearer trials, ensuring that its products meet the highest standards and customer expectations. Optiswiss’ facilities use renewable energy, recycle water through advanced closed-loop systems, and reduce waste by repurposing production materials. By combining sustainability and profitability, Optiswiss continue to strengthen its position in competitive markets. We present our exclusive interview with Frederik Zimmermann, Director Business Development & Global Expansion, about this respected Swiss lens manufacturer.

How did your journey that brought you together with a deep-rooted Swiss brand like Optiswiss begin?
My journey with Optiswiss began earlier in 2024, leveraging my long-time experience in global business development and distributor partnerships in the optical industry. Optiswiss’ commitment to sustainability, precision, and Swiss-made quality resonated strongly with my professional values.

Could you tell us about the products you produce with Swiss engineering in Basel?
Optiswiss produces a comprehensive range of lenses, including single-vision, progressive, sports, and specialty lenses, all manufactured exclusively at our Basel site. Our production facilities use 100% renewable energy from Swiss providers, reflecting our commitment to sustainability. State-of-the-art automation ensures precision and quality, with thousands of lenses produced daily.

The concepts of quality, dedication, and trust tell a lot about Optiswiss. What are the principles and approaches internalized by the brand?
Optiswiss upholds quality through rigorous production standards, sustainability initiatives, and continuous investment in cutting-edge technologies. Dedication is reflected in our collaborations with industry partners, which strengthen our innovation capabilities. Trust is built through transparent business practices, reliable delivery, and a clear focus on the well-being and equality of employees, as evidenced by our CSR certification and initiatives.

With which innovative technologies do you make a difference in the sector as Optiswiss? How do you ensure product quality standards?
Optiswiss sets itself apart by combining expertise in lens production with innovative solutions. For instance, Biometrics lenses are tailored to individual anatomical measurements, offering unmatched personalization and visual performance. Additionally, ‘Smyle’, a specialized lens for myopia management, represents a key innovation. We adhere to stringent ISO standards across our production processes and, in some cases, set tolerances that exceed these norms, ensuring exceptional precision and reliability. The premium quality is ensured through rigorous testing and leveraging feedback from customers and partners.

Today, responsible production has become a duty for sustainability… What methods does Optiswiss use in responsible production?
Optiswiss is deeply committed to sustainable practices. Innovations like heat recovery for building heating and the use of eco-friendly materials in marketing and logistics are just a few examples of how we integrate sustainability into every aspect of our operations. Achieving CSR certifications like RSE-Engagé underscores our dedication to these values.

What kind of work do you do in your product developments in order to turn the competitive conditions in lens production in your favor?
Strategic partnerships and customer-centric innovation are central to our development efforts. For instance, our collaboration with IOT and Brian Holden Vision Institute resulted in SMYLE, a lens designed to address the growing need for myopia management solutions.

How does feedback from your users affect your innovation processes?
Feedback plays a central role in shaping our innovations. For instance, the demand for high-quality, sustainable products has driven advancements in our coatings and lens designs. Collaborations with partners and opticians also provide valuable insights that help us refine our offerings, ensuring they meet both current and future needs.

Which technologies and trends do you think will come to the fore in lens production in the near future?
The lens production sector is moving toward sustainability, digital integration, and personalized solutions. Technologies like myopia management lenses and advanced progressive designs are becoming more prominent. Partnerships, such as ours with IOT, are key to staying ahead by driving innovation and ensuring a competitive edge in an evolving market.

Which strategic steps are you taking to position Optiswiss brand in the global arena?
Optiswiss positions itself as a premium, independent Swiss brand focused on quality, sustainability, and innovation. Strategic collaborations enable us to offer exclusive technologies and differentiate ourselves globally. Participation in major trade fairs, such as Silmo, combined with our CSR commitments, further enhances our visibility and positions us as a trusted partner in more than 20 countries.

Could you tell us about your plans and goals with your new distributor in Turkey?
Our partnership with Opka Optik marks a significant step in expanding Optiswiss’ presence in Turkey. By combining our expertise with their market knowledge, we aim to offer innovative campaigns, robust training programs, and fast, sustainable delivery services. Dealers can expect exclusive access to cutting-edge products and support, enhancing their competitive edge in the market.

What are your comments on the development of the 11th Silmo Istanbul Optical Fair and the values it adds to the optical industry?
Silmo Istanbul Optical Fair has grown into a key event for the optical industry, fostering innovation and collaboration. For Optiswiss, Silmo Istanbul is an opportunity to showcase our 100% Swiss-made precision, sustainability initiatives, and new technologies developed through strategic partnerships. Silmo Istanbul reflects the vibrancy of the Turkish market and meticulously highlights its role in shaping the future of the optical industry.

January 2025

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Sales Point

Poyraz Optik

Posted on by Emre Özden

POYRAZ OPTİK

Quality of a New Generation

Silmo Istanbul inspires us by showcasing all the innovations in the industry and guiding us toward providing better service to our customers.

Hello, Mr. Emre Poyraz Could you start by introducing yourself and sharing how your career in the optical industry began?
Hello, I’m Emre Poyraz I was born in 1998 in Muğla, Fethiye. After considering the advice and guidance from some close acquaintances, I decided to step into the optical industry. In 2020, I graduated with honors from Istanbul Medipol University’s Opticianry Program.

You are a young entrepreneur who has recently joined the optical sector. How was Poyraz Optik established?
After completing my degree in opticianry, I worked as a responsible manager in the private sector for about six months. In 2021, I began working in a retail optical store in Fethiye. After three years of experience, I decided to open my own store to provide high-quality optical and sunglasses products in Fethiye. Thus, in January 2024, Poyraz Optik began serving the optical sector and our valued customers.

Does your store offer products with a wide range of features and price points? How do you evaluate the impact of variety on sales and customer satisfaction?
We believe in the importance of offering products across all segments and ensure that this diversity is prioritized in our store. At Poyraz Optik, you can easily find products with varying features and price ranges. We are aware that offering a wide range of products and meeting diverse customer needs are critical for ensuring customer satisfaction and positively impacting our sales.

With current trends, we see an increasing interest in designer brands in Turkey. Which brands are particularly popular in your store?
Unfortunately, the accessibility of many premium brands, including designer labels, has become more challenging due to the economic difficulties our country faces. As a store that hasn’t yet completed its first year, it’s been a little bit difficult to showcase designer brands in our displays. Nevertheless, we strive to meet our customers’ demands for these brands. In our store, the most sought-after sunglasses brands include Tom Ford, Papary, Oakley, Mykita, Prada, Miu Miu and Bottegaro Paris. For optical glasses Silhouette, Tom Ford, Alexander Wintsch, Vogue, and Dolce & Gabbana are in high demand.

Could you tell us about the after-sales services you offer? What steps do you take to build customer loyalty and trust?
After-sales service is just as important to us as the sale itself. We continue to support our customers even after the purchase. In addition to providing spare parts, we also repair and maintain damaged frames, even if they weren’t purchased from us.

To what extent do you benefit from training and sales briefings on the latest trends, developments, and technological innovations in the optical industry?
We actively utilize information and news from various online sources to stay informed about industry developments. We participate in trade fairs and training programs organized by companies throughout the year. Additionally, we request representatives from optical lens companies to visit our store periodically to provide presentations on lens technologies. This helps us keep our knowledge fresh and stay updated with the latest technological advancements.

When comparing street-level and mall-based retailing, what is your preference as Poyraz Optik?
Both have their advantages and disadvantages. Poyraz Optik is currently a street-level store. We believe street-level locations are more advantageous in terms of foot traffic. However, we think mall-based stores have the edge during winter months since people prefer warm, sheltered locations in cold and rainy weather. If we decide to open a second branch, our preference will still be a street-level store.

What is your priority when it comes to pricing your products? How do you handle competition with your peers?
We consider the recommended retail prices set by companies and aim to provide quality service without undervaluing our products. We’ve noticed significant price discrepancies for eyewear sold online. We believe in selling products at their true value. Our commitment to honest and high-quality service sets us apart from our competitors.

Do you visit international trade fairs? How important is it to follow these events?
I’ve been following reputable international trade fairs since I started my career. Starting in 2025, I plan to attend to an esteemed fairs in abroud as well. At Poyraz Optik, we prioritize closely monitoring every new development in the global optical industry. Trade fairs allow us to foresee the future of the optical sector and maintain our focus on quality by learning about the latest technological innovations, trends, the newest collections from global brands, and current industry developments.

What are your thoughts on the development and contributions of International Silmo Istanbul Optical Fair, which has been held in Turkey for the 11th time?
I have been visiting Silmo Istanbul Optical Fair since my first year in the industry. My most recent visit was last November, and it was my third time attending. I’ve observed that the fair continues to grow with an increasing number of exhibitors each year. Silmo Istanbul inspires us by showcasing all the innovations in the industry and guiding us to provide better service to our customers. We will see together that the fair grow and evolve even more in the future.

Thank you for this valuable interview. Lastly, could you share your comments about our magazine, 4 your eyes?
We thank 4 your eyes for featuring Poyraz Optik. It’s an essential resource for the industry. We highly value the digital publication of your magazine, as it allows easy access for anyone passionate about the optical industry, regardless of country, language, or age. While we miss the printed editions, which we can only acsess during international fairs like Silmo Istanbul, Silmo Paris, and Mido, we respect your adaptation to the requirements of the digital age and wish you continued success.

January 2025

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Interview

Dutz Eyewear

Posted on by Emre Özden

Dutz Eyewear

Bold & Innovative

By exhibiting in Silmo Istanbul, Dutz gains invaluable visibility in Turkey and surrounding markets, while the fair strengthens our industry relationships and solidifies our commitment to growth ambitions.

Dutz Eyewear, founded in the Dutch city of Oss, is renowned for its bold style and stands as Holland’s most daring eyewear brand. Since its establishment in 2005, Dutz has rapidly grown into a thriving international business with a global network of 30 distributors. Dutz is deeply committed to the simple yet powerful philosophy that ‘buying a frame should be fun’. This principle guides every aspect of the brand’s work, from creating vibrant and eye-catching designs to offering high-quality eyewear at accessible prices. Each year, the brand launches approximately 50-60 new models in its Dutz and Dutz Titanz collections, providing customers with innovative and exciting options. In 2022, the Dutch brand took a significant step by introducing its first Dutz Sunz collection. This new line of sunglasses quickly gained popularity and has become an indispensable part of the brand’s portfolio. We are pleased to present our exclusive and in-depth interview with Arianne Jonkergouw, Dutz Eyewear’s Purchasing & Design Manager, and Harco Witteveen, the Commercial Director, to explore the essence of the brand.

Hello Arianne. Could you tell our readers a little bit about yourself and how you crossed paths with Dutz Eyewear?
My name is Arianne Jonkergouw, and I’ve been with Dutz Eyewear since 2014, where I serve as the Purchasing & Design Manager and one of the company’s three shareholders. I hold a degree in International Business, and while I don’t have formal design training, I have spent over 22 years working in design and purchasing roles. My journey into the eyewear industry was somewhat serendipitous. In 2002, after working in the financial sector, often abroad, I decided to make a career shift and returned to the region where I grew up. I joined a local wholesaler of spectacle frames, where I had the opportunity to develop my skills as a ‘self-made designer’ and purchasing manager. In 2014, Roland Vandermeulen, a former colleague, approached me with the opportunity to join Dutz Eyewear. I’ve always had a deep passion for fashion, and I inherited a creative background from my father, who was a goldsmith. Combining this creative foundation with my business and financial expertise has allowed me to effectively manage and guide the design process from start to finish.

What would you like to say about Dutz Eyewear’s brand vision and the milestones that have accelerated its development over the last two decades?
Over the years, Dutz Eyewear has consistently differentiated itself through its bold designs, commitment to quality, and an unwavering focus on customer needs. The company’s journey from a small, relatively unknown Dutch brand to a global player is marked by several key milestones: expanding into international markets, continually innovating in both materials and design, and listening closely to our customers’ preferences. As we approach our 20th anniversary in 2025, we are excited to celebrate our legacy and look forward to continuing our mission of providing “A Frame for Every Game” for eyewear lovers around the world. Everybody can be so Dutz!

What would you like to say about Dutz’s design DNA? How do your designs differentiate you from other brands?
Dutz Eyewear’s design DNA is rooted in a playful yet functional approach to eyewear. We believe in the power of simple, thoughtful details-pure, contemporary lines, vibrant colors; the natural beauty of the eyes are fully revealed through the clean-cut design of the frames. Our frames strike a balance between bold and commercial, always in tune with current fashion trends while remaining accessible and wearable. What sets Dutz apart is our ability to bridge the gap between classic and fashion-forward eyewear. We incorporate distinctive, colorful accents in subtle ways, ensuring each frame has a unique character without being overly dramatic or ostentatious. This is the essence of what Dutz and the “Dutchies” are all about. While many mainstream brands may focus solely on trends, Dutz stands out by embracing vibrant color combinations, unexpected geometric shapes, and innovative materials and prints-all while prioritizing comfort, wearability, and durability. We believe eyewear should be inclusive, offering styles that flatter a variety of face shapes and suit every personality. The Dutz collection targets men & women of all ages. Dutz has paid special attention to those with large and small faces who have difficulty finding a frame that fits. Meeting the needs of those that require a larger or smaller size, yet do not want to compromise on design. Our mission is simple: to create eyewear that makes a statement but fits effortlessly into anyone’s lifestyle. By blending high-fashion aesthetics with all-day comfort and inclusivity, Dutz delivers eyewear that feels as good as it looks.

What are the elements that inspire you while designing your collections? Do these elements change every season? To what extent are current changes reflected in your designs?
Inspiration for Dutz frames comes from a combination of fashion trends, diverse cultures, and global influences. We translate these elements into designs that embody vibrant colors, unique personality, and the timeless simplicity and elegance associated with Dutch design. Our collections are a harmonious blend of international runway trends and everyday practicality, drawing inspiration from fashion capitals, evolving street styles, and valuable customer feedback. While our signature bold colors, striking prints, and eye-catching acetate materials remain integral to our identity, each season introduces a fresh narrative. This approach ensures our designs remain both trend-conscious and timelessly appealing.

What are your priorities in choosing materials for Dutz Eyewear collections
Quality and comfort are at the heart of our material selection for the Dutz Eyewear collections. We prioritize hypoallergenic stainless steel, Japanese titanium, Mazzucchelli acetates, and premium components to ensure every frame offers durability and long-term comfort. Over the past five years, lamination has become a hallmark of our designs, allowing us to seamlessly combine patterned acetates with both tortoise, solid and transparent acetate materials. These distinctive combinations have become the signature eyecatchers and top sellers of our collection. In August 2024, Dutz proudly launched its first series of exclusive acetates. These vivid, tailor-made color and material combinations, meticulously selected by our design team, bring creative ideas to life in bold and unique designs. By expertly working with bright transparencies and vibrant solid acetates, we create eyewear that adds originality and personality to every wearer, transforming frames into an expressive extension of individual style.

Let’s talk a little bit about the new collection you are preparing for the Spring/Summer 2025 season and the highlights of the collection…
Colourful frames are set to shine in 2025, reflecting joy and creativity in eyewear design. For Spring/Summer 2025, we are embracing a palette of vivid and natural hues, paired with clean, contemporary lines that reflect the evolving preferences of fashion-forward yet practical wearers. The Spring/Summer 2025 Dutz collection is a harmonious blend of retro-inspired silhouettes and modern minimalist aesthetics. This season, we’re showcasing frames in bold, electric hues alongside soothing earthy tones, each thoughtfully designed to celebrate individuality. Versatility is at the core of this collection-it’s playful yet sophisticated, offering options that balance daring creativity with understated elegance. We have created a range that blends striking colors with timeless shapes, appealing to both fashion-forward individuals who see eyewear as a vibrant form of self-expression and those who prefer a more subtle, refined look.

What are your favourite optical and sunglasses from the new collection? What are the features of these models that impress you the most?
One of my favourite standout models from the new Dutz collection is the sleek ladies’ model 2346-46, crafted from one of our exclusive tailor-made acetates. I’m particularly drawn to how the solid coral red lining contrasts beautifully with translucent aqua, burgundy, and hints of brown. This combination creates a striking yet elegant look that balances subtle sophistication with everyday comfort. From the Dutz Sunz collection, my favorite is model DS027-45, a bold, feminine design inspired by the chic glamour of the 1970s. Made from premium Mazzucchelli acetate, this frame features vibrant color-blocking in electric blue and warm brique, adding a contemporary edge to a timeless style. It’s perfect for those who want their sunglasses to make a bold statement.

Dutz Eyewear will celebrate its 20th anniversary in 2025. Do you have any surprises or innovations planned for this special anniversary?
Our 20th anniversary in 2025 marks two decades of vibrant and colourful designs, and we’re excited to celebrate this milestone in style. To commemorate the occasion, we’re planning exclusive limited-edition frames, special Dutz giveaways, and global events that highlight our journey from an ambitious Dutch startup to an internationally recognized brand. This celebration is our way of expressing gratitude to our loyal customers, partners, and employees who have supported us along the way. At the same time, it’s an opportunity to look ahead and set the tone for the next 20 years of Dutz Eyewear-continuing to innovate, inspire, and bring bold, unique designs to the world.

Hello Harco. How do you position Dutz as an independent Dutch brand in the global market? How do you approach increasing brand awareness?
Harco Witteveen: As a fiercely independent Dutch brand, Dutz thrives on being bold and unapologetically unique. We set ourselves apart with fearless designs, top-tier craftsmanship, and a “no-nonsense” approach to customer service. Our global strategy focuses on strengthening distributor relationships, leveraging dynamic digital marketing, and showcasing our brand at premier optical fairs such as Silmo Istanbul (in close cooperation with our local eyewear partner Optomod), Silmo Paris, Opti Munich, and Mido, as well as smaller, more local fairs. This collaborative approach with local partners ensures maximum visibility in key markets.

You are represented in Turkey through your distributor. Could you tell us about the contributions of this cooperation to Dutz’s plans and goals in the Turkish market?
Harco Witteveen: Our distributor partnership in Turkey has been instrumental in enhancing our brand’s presence in this vibrant, fast-growing market. By tailoring our marketing strategies to local preferences together with our partner and fostering strong retailer relationships, we’ve successfully positioned Dutz as a go-to brand for fashion-forward eyewear lovers in Turkey.

What are your thoughts on the development of the Silmo Istanbul Optical Fair, which was held for the 11th time, and the values it adds to the sector
Harco Witteveen: Silmo Istanbul has become a pivotal platform, especially in its 11th edition, for connecting international brands with key regional players. By exhibiting in Silmo Istanbul, Dutz gains invaluable visibility in Turkey and surrounding markets, while the fair strengthens our industry relationships and solidifies our commitment to growth ambitions. Silmo Istanbul not only amplifies brand visibility but also fosters a sense of community within the global optical sector.

December 2024

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Wholesaler Interview

Novus Optik

Posted on by Emre Özden

NOVUS OPTİK

The Art of Eyewear

Thanks to the devoted efforts of Silmo Istanbul, the optical sector has gained a stronger structure. We believe that the growth in this field will continue in the future.

Hello Mr. Fikret. First of all, could you tell us a little bit about yourself and the story of your optical sector journey?
Hello, I was born in Ankara in 1961 and grew up in the optician business as it was my father’s profession. After my father passed away, I took over the management of our shop with my mother. After university, I worked as a manager in different sectors, but I was excited to return to the eyewear industry. In 1994, I started working as a manager at Standard Gözlük Endüstri Anonim Şirketi and during this period of my career, I saw many innovations in the optical industry. After retiring from Luxottica, I returned to the industry in 2022. With a few old friends, I established Novus Optik Anonim Şirketi and stepped back into the world of optics.

We know that you are the distributor of Italart Eyewear brand in Turkey. What would you like to share with our readers about the brand?
Italart Occhiali, based in Forni di Sopra, in the foothills of the Alps, is an independent eyewear company driven by a passion for creating extraordinary eyewear. From the use of innovative technologies such as 3D printing to in-house developed methods for producing raw materials, Italart continues to push the boundaries in eyewear production, while remaining true to its artisanal roots. This commitment to bringing innovative eyewear to consumers is demonstrated by the Italart One & Only and Italart Air 3D collections. A fusion of art and individuality, the signature collection Italart One & Only represents the highest level of artisanal production. These frames are meticulously crafted from acetate sheets using a special process developed by Italart. The result is a vibrant, colorful collection where each frame is a unique work of art and no two models are alike in their color patterns. With designs that follow fashion trends, these frames are designed for those who want to embrace individuality and stand out. A truly exclusive collection, produced in very limited numbers. Italart Air 3D is a collection where innovation meets sleek and sophisticated design. Made with beta titanium temples, each frame is uniquely lightweight, with unbreakability and a weight of only 6 grams. The frames are engineered for ultimate comfort with a screwless hinge and nosepiece design that ensures a comfortable fit for all-day wear. At Novus Optik, we believe that eyewear is more than just a practical accessory; it is a reflection of individuality, art and advanced technology.

What differences and innovations do you aim to bring to the optical industry with Italart?
The uniqueness of our collections is truly remarkable. Each one is carefully designed to offer our users special and unique experiences. The One & Only collection appeals to everyone’s taste with different color combinations. Thanks to the raw materials produced in-house by our suppliers, each product is completely unique and tailored to the personal taste of the user. This makes people feel special. On the other hand, the 3D Air collection is one of the rarest products in the industry. Produced by only a dozen or so manufacturers all over the world, this type of glasses stands out for its innovative designs and quality production. We aim to offer our users an unforgettable experience with 3D technology. As a result, we continue to lead the industry with the uniqueness and quality of our collections. Thanks to the expertise and creativity of our suppliers, we always strive to offer the best to our users.

Does Novus Optik plan to add new brands or create its own?
In the near future, instead of adding new brands, we will focus on increasing the promotion and sales of our existing Italart One & Only and 3D Air collections. I believe that this strategy will help the brand gain a stronger foothold both in Turkey and in the international market.

What is your strategy for expanding your distribution and sales network?
Although the production of our collections is limited, this situation offers us special opportunities. By knowing our target audience well, we plan to cooperate with sales points that understand the value of our products. We aim to increase the reputation of our brand by establishing quality collaborations. At this point, I should mention that our growth strategy is slow but steady. By taking the right steps through market research, we plan to first establish a strong presence in certain regions and then expand this success. In this process, we will always prioritize customer satisfaction by focusing on quality. Sustainability also stands out as one of our most important values. We prioritize environmentally friendly approaches in our production and use effective communication strategies to strengthen our brand image. In this way, we both increase the value of our products and aim to create a reliable brand.

As Novus Optik, which promotion and marketing methods do you use to increase brand awareness? What are your prominent projects in this regard?
The strategy we have prepared to promote the One & Only and 3D Air collections of the Italart brand aims to increase the brand’s visibility in the market and gain a stronger position in the international arena. To this end, we will analyze customer demand and current fashion trends to identify which products stand out. We will also clarify our target audience by defining ideal customer profiles. We will establish partnerships with prestigious eyewear stores and create special display areas for Italart products. These areas will emphasize the quality of our brand. We aim to reach a wide audience through social media and traditional media channels. We will also attract media attention by organizing remarkable launch events. As the last pillar of our planning, we will organize product trial events for customers to experience the collections. Taking feedback into account, we will develop innovative solutions to increase customer satisfaction. With this strategy, we aim to strengthen the Italart brand’s position in the international market and increase brand awareness.

Do you follow international fairs and what are your thoughts on this
International optical fairs offer many advantages to businesses. It is an excellent opportunity to follow innovations in the industry, discover new markets and make valuable contacts. They are ideal for learning about industry trends and analyzing competitors. Also, interacting directly with customers to get feedback is an effective way to increase brand awareness. In conclusion, participating in international fairs plays an important role in helping businesses achieve their strategic goals.

As an exhibitor, how would you evaluate the 11th Silmo Istanbul Optical Fair, which was held with its new and larger service area?
It is a great pleasure for us to contribute to the development of Silmo Istanbul Optical Fair over the years. Being one of the exhibitors of Silmo Istanbul offers the opportunity to follow the innovations in the sector and establish connections. The new experiences gained during the fair have made significant contributions to both us and our industry. Thanks to the devoted efforts of Silmo Istanbul, the optical industry has gained a stronger structure. We believe that the growth in this field will continue in the future. We will continue to enrich our Silmo Istanbul experience with more innovations and participation in the coming years.

Thank you for this valuable interview. Finally, what are your thoughts on our magazine 4 your eyes?
Following the developments in the sector is very important for businesses. In a rapidly changing business world, having up-to-date information plays a decisive role in providing competitive advantage. As a sectoral magazine, 4 your eyes makes it easier for us to follow trends, understand competitors’ strategies and spread innovative ideas. It also strengthens communication within the sector and increases cooperation. 4 your eyes enriches us with different perspectives and expert opinions. This provides opportunities for continuous learning and development. In short, for industry players, publications like 4 your eyes accelerate the flow of information and make competition healthier.

December 2024

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Sales Point

Mutlukent Optik

Posted on by Emre Özden

MUTLUKENT OPTİK

‘Health-Quality-Trust’

The fact that Silmo Istanbul took place for the 11th time shows that its increasing influence in the sector. I find important the factors such as the exhibitor profile, the activities it offers, and the diversity in the products and services of the fair.

Hello Mr. Resul Şahin. Could you introduce yourself to our readers and tell us about how your path crossed with the optical sector?
Hello there. I am Resul Şahin. I was born in 1987 in Tokat. I completed my primary, secondary and high school education in Gebze. I studied Medical Electronics in high school. Within the scope of the Leonardo Da Vinci project, I completed my high school internship training in the field of biomedicine at Charité University, the largest hospital affiliated to the University of Berlin. Through the health professionals and optometrists I met here, my interest in the optical sector started with my curiosity about eye health and eyewear technologies. For this reason, I decided to study opticianry. I graduated from Muğla University Opticianry Department in 2009. I have been serving the sector for about 15 years. Based on my experience of working in optical stores for eight years, we opened our own street store with my wife in Gebze / Mutlukent in 2017.

Could you tell us about the establishment phase of Mutlukent Optik?
During the establishment phase of Mutlukent Optik, our priority steps were; creating a business plan, choosing a suitable location, making agreements with suppliers, obtaining licenses and permits, hiring staff and providing the necessary equipment. Since the day we were founded, we continue to provide professional services for the needs of our patients and customers with our ‘Health-Quality-Trust’ slogan, together with our optician colleagues.

What are the best-selling optical and sunglasses brands in your store?
Our best-selling optical and sunglasses brands in our store generally include Prada, Guess, Zeiss, Ermenilgo Zegna, Ray-Ban, Lacoste, Silhouette, Morel, Dolce&Gabbana, Burberry, Emporio Armani, Mustang, Vogue, U.S Polo, Persol, Adidas, Osse, Calvin Klein, Jaguar, Motivum, Gigi Milano. Of course, preferences may vary depending on the region, customer profile and fashion trends.

Do you have products from every segment in your store? How do you think having different product groups reflects on your sales?
We usually include products from different segments in our store. Thus, we are able to meet the different preferences of customers. We offer a variety of options ranging from affordable entry-level products to the mid-range and luxury segments. This allows us to better adapt to customers’ budgets and preferences. Having products from different segments usually reflects positively on sales. This is because it allows customers to look for options to suit a variety of budgets and styles. In addition, a wide range of products increases customer satisfaction and emphasizes the diversity of the store. This can increase customer loyalty and encourage repeat visits.

Designer brands are very popular in recent years.  Do you also receive this kind of demand from your customers?
Yes, definitely. The demand for designer brands is increasing, especially for sunglasses. Especially the young segment of our customer portfolio prefers these brands in terms of both appearance and quality. For this reason, we definitely include designer brands in our store.

What are your after sales services?
Since we want to gain the satisfaction of our customers and establish long-term relationships with them, we first of all contact our patients or customers whom we make qualified sales to about the product and service they have purchased. Within two months, we ask them to visit our store for maintenance and frame adjustments. We also take care to explain to them how to use their frames, lenses, contact lenses and solutions in the most ideal way. We also remind them of the time of their eye examinations and give them the medical information they should pay attention to before and during their eye examinations. Of course, we also provide after-sales services such as eyeglass adjustment and adaptation, maintenance and repair services, spare parts supply if needed, and warranty repairs for the purchased product during the warranty period.

Do you think the sales and training information provided within the sector is sufficient?
Sales and training briefings within the sector are very important. However, whether it is sufficient or not depends on the company’s goals, customer expectations and market dynamics. In a sector that is constantly changing, it is important for personnel to stay up-to-date and adapt to new technologies. In-sector trainings can increase staff knowledge on the introduction of new products, sales techniques, customer relationship management and eye health. However, training programs may need to be constantly reviewed and improved, taking into account customer feedback and sales data.

Mutlukent Optik is a street store. Based on which factors did you make this choice? How would you evaluate shopping mall retailing?
Street stores and being located in a shopping mall both have their advantages and disadvantages. Preferences may change depending on the characteristics of the business, target audience and market dynamics. Street stores are usually located in city centers or on busy shopping streets and may be more exposed to local customer traffic. Such stores may be preferred to reinforce brand image and offer a more intimate experience to local customers. I would like to emphasize that the intimacy here is the understanding of family, neighbors, shopkeepers. Depending on the goals and strategies of the business, we chose to be a high street store as we wanted to emphasize brand identity and focus on local customers.

As a retailer, what are your views on price competition between you and your colleague?
Price competition is common in the retail industry and is a natural consequence of offering a variety of choices for customers. However, instead of focusing only on price competition, a more sustainable approach may be to improve customer experience, enhance product quality and pursue differentiation strategies. Along with competitive prices, the quality of service provided to customers, product diversity, after-sales support, etc. are also important.

How do you evaluate the Silmo Istanbul Optical Fair, which took place for the 11th time with its new and larger service area?
The fact that Silmo Istanbul Optical Fair was held for the 11th time shows that its importance and influence in the optical sector has increased. The growth of the fair and its wider service area provides an important meeting and cooperation opportunity for industry professionals. I also find factors such as the exhibitor profile, the activities offered and the diversity in the products and services on display important. Such fairs provide an important platform to discover the latest trends and technologies in the industry, make new business contacts and share information with other professionals in the industry.

Thank you very much for this valuable interview. Finally, could you tell us about the transition of our magazine 4 your eyes to digital publishing?
The transition of 4 your eyes to digital publishing can often provide access to a wider readership and enable your content to be shared more quickly and easily. Digital platforms allow readers to access your content anytime and anywhere, while interactive features can enrich the reader experience. We also thank you for this valuable interview.

December 2024

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Wholesaler Interview

Smart Optik

Posted on by Emre Özden

Smart Optik

Technology and Quality

We consider Silmo Istanbul Optical Fair as a critical event to strengthen our position in the sector and increase customer satisfaction.

Hello Mr. Mustafa Bayındır, Could you introduce yourself to our readers and tell us about your entry into the sector?

Hello, my name is Mustafa Bayındır. I started my career as a Sales Representative in an international pharmaceutical company, where I gained experience in sales, marketing, training and senior management for 20 years. During this period, I gained in-depth knowledge in sales, developing marketing strategies and team management. I became a member of the optical industry by taking part in the management team of Essilor Turkey. This experience enabled me to understand the dynamics in the sector and then I had the opportunity to join Smart Optik. I am currently serving as the General Manager of the company. With nearly 10 years of experience in the field of optics, I continue to work to meet the innovations and customer needs in this sector in the best way.

As Smart Optik, we know that you have a highly developed production facility. Could you tell us about your production process and capacity?

As Smart Optik, we have production facilities equipped with the latest technology. Our facilities are equipped with automation systems and high capacity machines. This allows us to optimize our production processes and respond quickly to customer demands. Our facility has a daily production capacity of 3,000 pairs of RX. We will further increase this capacity with investments in the near future. Our production process is meticulously managed from material selection to the final product. This enables us to offer high quality and reliable products. We also attach importance to environmentally friendly production methods in line with sustainability principles.

Could you share the brands of your company and what would you like to say about them?

Our main brands include Smart Vision, Sky and Neo. These brands offer a wide range of products for different needs of users. We are also planning to launch our high-end Schneider brand soon. Schneider will further strengthen our position in the sector with its high quality and innovative products. By developing our own brands, we aim to increase customer satisfaction and respond quickly to the dynamics of the market. While ensuring that end-users have the best quality lens at the best price, we offer all kinds of assurances, guarantees and marketing materials to our business partners so that they can sell these products with confidence.

Which quality standards do you prioritize in your products? Could you give us some information about your quality control processes?

We prioritize international quality standards in our products. We are ISO 9001 and ISO 13485 certified, which guarantees the effectiveness and continuous improvement of our quality management system. We also ensure compliance with European Union norms to improve the performance of our products. Starting from the receipt of raw materials, various tests are carried out at every stage of the production process. Our end products undergo detailed tests in a laboratory environment to ensure compliance with our quality standards.

You are a company that closely follows technical and technological innovations. Could you tell our readers about your R&D activities?

As Smart Optik, we are constantly conducting research to develop innovative materials and production techniques. Our R&D department is constantly working to improve the quality of our products and offer new solutions. We follow the latest developments in optical technologies and integrate these innovations into our products. For instance, special lenses designed to slow the development of myopia in children, superior coating technologies on the lenses and protection from UV and harmful blue light significantly improve the performance of our products.

Could you tell us about the initiatives that will accelerate your company’s growth and development in the near future?

We aim to better meet customer expectations by accelerating our new product development processes and to realize market development projects. Especially the launch of our Schneider brand will provide an opportunity to increase our market share in the upper segment. In addition, we aim to contribute to the development of Opticianry students as well as our business partners and employees by providing post-graduation training support through the Smart Academy we built in our administration building. We plan to improve our online sales and marketing strategies by strengthening our digital transformation processes. By prioritizing customer experience, we will further improve our support services. With all these steps, we aim to consolidate our leadership in the sector and reach a wider customer base. In addition, in order to expand our distribution and sales network, we plan to increase the service we currently provide with 10 branches across Turkey to 12 branches within two years.

Could you tell us about the support you provide during and after sales?

We take care to provide comprehensive support to our customers during and after sales. Our experienced sales staff helps our customers to offer the right products by providing detailed information about the features and benefits of the products to the user. Our marketing and training department provides our business partners with classroom, in-store and online trainings to improve their technical skills in eye anatomy, lens, product knowledge, measurement and installation. While providing support to our business partners in the presentation and sale of products, we also offer support through our branches to help them with any questions they may have and provide information about warranty processes in order to act together after sales. We continuously improve our services by taking feedback into account to increase customer satisfaction.

As an exhibitor, how would you evaluate Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area?

Silmo Istanbul Optical Fair provides an excellent platform to follow the latest innovations and trends in the field of optics, connect with business partners and increase our brand awareness. I think exhibiting in the fair is a great opportunity for us. With our new and larger service area, we aim to reach more visitors and introduce our products to a wide audience. By interacting directly with industry professionals, we will have the chance to better understand their needs and get feedback. It also offers an ideal environment to strengthen our collaborations and create new business opportunities. We consider Silmo Istanbul as a critical event to strengthen our position in the industry and increase customer satisfaction.

Thank you very much for this exclusive interview. Finally, could you tell us about the evolution of our magazine 4 your eyes into digital publishing?

The rise of digital publishing is facilitating access to information and changing content consumption habits. I think the evolution of the magazine to digital publishing is very important in terms of providing readers with a more dynamic and interactive experience. This transformation offers a great advantage for those who want to follow the latest developments and innovations of the industry. Thank you for this valuable interview and I wish you continued success.

November 2024

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Sales Point

Çengelköy Cadde Optik

Posted on by Emre Özden

ÇENGELKÖY CADDE OPTİK
Attentive and Innovative

The 11th edition of Silmo Istanbul is an important milestone for the growth and development of the Turkish optical industry.

Hello Ms. Aslı. Could you tell us about yourself and your story of meeting the optical industry?

Hello, I am Aslı Akyol. My story in the optical industry started with my choice of Opticianry at university. I realized the importance of eye health and how glasses can improve people’s quality of life. After graduating from university, I had the opportunity to work in an old and well-established optical store for many years. Here I undertook various tasks such as assembling glasses, customer consultancy and interpreting eye examination results. Then I decided to continue my career in the optical sector by opening my own store. We opened Çengelköy Cadde Optik in November 2023.

How did you decide to open your store? Could you tell us about the establishment phase?

The decision to open our store was made because I aim to improve people’s vision experience and bring an innovative perspective to the optical retail industry. During the establishment process, we created a detailed planning and strategy to realize this vision. I also took steps to offer a unique customer experience by collaborating with leading suppliers in the sector.

What do you pay attention to when determining the products you sell in your store?

In our store, where we adopt the principle of keeping customer satisfaction at the highest level, we act carefully when choosing the brands of optics and sunglasses. We carry a variety of brands so that our customers can choose from a wide range of products that appeal to a variety of styles and needs. The product portfolio of our store was determined as a result of meticulous segmentation and market analysis. We offer high quality products to our customers through strategic collaborations with well-known and trusted brands in the sector, especially in the field of frames.

What role do you think the window layout and interior design of an optical store play in sales?

The window layout and interior design of an optical store play a very important role in sales because these elements are used to attract customers’ interest in the store, strengthen the brand image and improve the shopping experience. We created the design of our store in the light of these ideas. We would like to state that we are very lucky in this regard because our father was our biggest supporter in the creation of the design of our store. We would like to thank our father, the architect of our decor, once again through you for sharing all the meticulousness of his profession with us. Our main goal is to make every customer feel at home in a cozy and comfortable space.

Do you organize events or special campaigns to increase customer satisfaction?

We aim to increase the satisfaction of our regular customers and encourage them by offering special discounts, gifts or advantages to our customers. We organize special events in our store to celebrate occasions such as new product launches, seasonal sales or special occasions. At these events, we aim to increase customer satisfaction by offering them special discounts, gift vouchers or trial opportunities

Could you tell us about your after sales support services?

We offer free service and repair services for purchased products during the warranty period. In case of any malfunction or problem with the products, our customers can come to our store and benefit from free repair or replacement services. We also adopt an environmentally friendly approach by offering our customers the opportunity to bring back and renew their old products. In this way, our customers can recycle or refurbish their old products in a convenient way.

How would you evaluate the 11th Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area?

The 11th edition of Silmo Istanbul Optical Fair is an important milestone for the growth and development of the Turkish optical industry. This fair brings together the leading brands and professionals of the international optical industry, providing an opportunity to showcase the latest trends and technologies in the industry. The exhibition offers industry professionals the opportunity to make new business contacts, discover new products and share industry knowledge. It also creates a valuable platform to see the innovations and developments in the optical industry in Turkey. We expect Silmo Istanbul Optics Fair to increase its impact in the sector in the coming years, reinforcing Turkey’s leading position in the optical industry and contributing to the growth of the sector.

Thank you very much for this valuable interview. Finally, could you tell us about the transition of our magazine 4 your eyes to digital publishing?

We believe that your transition to digital publishing will enable the content to reach a wider audience and provide readers with easier access. In addition, innovative features such as interactive content, video content and user interaction can offer readers a richer experience. Thank you for this opportunity and we wish your team success.

 November 2024

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Interview

Moscot

Posted on by Emre Özden

Eyewear Passion

Silmo Istanbul plays a valuable role in connecting with partners who appreciate Moscot’s heritage and are passionate about telling its story.

Moscot is a five-generation family-owned New York City heritage eyewear brand renowned worldwide for its iconic eyewear. The Moscot optical roots were first planted in America by Great Great Grandfather, Hyman Moscot, who arrived from Eastern Europe via Ellis Island in 1899. Hyman began selling ready-made eyeglasses from a pushcarton Orchard Street on Manhattan’s famed Lower East Side. Now, over a century later, Moscot is a New York City institution, renowned worldwide for its iconic eyewear. Moscot infuses a uniquely refined, urban aesthetic with nearly 110 years of eyewear expertise and master craftsmanship to create its timeless eyewear. While Moscot is now recognized as a fashion brand with shops around the world, it continues retain the naivety of a neighborhood optical shopin its heart. We present our exclusive interview about Moscot’s deep-rooted heritage, vision for eyewear, design DNA and latest collection with Zack Moscot, Chief Design Officer, the 5th generation of this precious family business.

Hello, could you introduce yourself to our readers and tell us about how your journey with Moscot started?

I’m Zack Moscot, 5th Generation and Chief Design Officer of my family’s 109-year-old heritage eyewear brand. Our story began over a century ago when my great-great-grandfather, Hyman Moscot, arrived in New York from Eastern Europe in 1899 and sold glasses from a pushcart on the Lower East Side. We’re still rooted there today! I grew up working in our Shops, learning the business early on. With a passion for design, I became the first formally trained designer in the family, rather than an optician or optometrist. I now work alongside my father, Harvey Moscot (4th Generation), evolving our brand from both a business and creative standpoint. Eyewear is truly in our blood!

We know that Moscot has a long heritage as an iconic brand. What would you like to say about Moscot and its milestones?

As a family-owned business for over a century, our focus on quality, craftsmanship, service, and expertise has allowed us to grow and build a loyal following worldwide.

How would you describe Moscot and its vision of eyewear?

As a downtown NYC brand, our DNA is rooted in the Lower East Side where we were born. My great-grandfather Sol always said, “You must know your past to know where you’re going,” and this guides everything we do. While we honor our heritage, we don’t rest on our laurels. We stay true to core values like treating people fairly and doing things for the right reasons. Eyewear is both a medical device and a fashion accessory, and it’s this unique balance that defines us.

Could you tell us about Moscot’s design DNA and how it differs from other brands in this sense?

Our aesthetic is unique because it evolved naturally over time. Our Shops feel like stepping into my grandma’s living room, full of knick-knacks and nostalgia. At the heart of Moscot are the incredible people we consider part of our extended family, serving customers for generations. We pair this with a collection of timeless eyewear that blends traditional craftsmanship with modern flair.

Let’s talk about Moscot’s 2024-2025 Fall/Winter collection and its highlights…

The Fall 2024 collection reflects both our past and future. It combines timeless shapes with iconic design elements, featuring bold chunky acetate frames alongside delicate metal classics. We offer multiple frame sizes because we know one size doesn’t fit all. Finding the right frame for your face and style, along with a proper fit, is essential, as we always consider each individual’s lens design and prescription needs.

Could we talk about the subjects that inspire Moscot designs? How are current developments reflected in your designs?

We draw inspiration from our family archives, historical bestsellers, and the customers who come through our doors. Located on the Lower East Side, our design office thrives in this eclectic melting pot of style and culture. We blend function and fashion by focusing on fit, while enhancing frames with distinct colorways, lenses, and material details.

We know that Moscot has a strong connection with music. What does music mean to Moscot? What are its influences on your collections?

Being in the Lower East Side for over 100 years, we’ve naturally connected with artists, including many musicians and celebrities who’ve been customers. In a neighborhood rich with creativity, my father, Harvey, combined his passion for music with Moscot by launching Moscot Music, where both up-and-coming and renowned musicians perform in our Shops worldwide. Music reflects the creative, independent spirit that resonates with our brand’s unique style and aesthetic.

For the upcoming year 2025, should we expect new collaborations, openings or collection surprises from Moscot?

In 2025, we’re celebrating 110 years with exciting surprises, new launches, and fresh products!

You are represented in Turkey through your distributorship. How would you evaluate this cooperation and Moscot’s position in the Turkish market?

We have wonderful partners in Turkey who have helped share the Moscot story. They’ve connected us with like-minded retailers and opticians who offer Moscot frames and pass our story on to their customers. We like to say, when you wear Moscot, you’re wearing more than glasses – you’re wearing a piece of NYC, history, and family.

As Moscot, to what extent does exhibiting in international optical fairs contribute to your brand awareness worldwide?

We find global partners who align with our values and curate our brand in a way that reflects who we are. We’re also opening Moscot Shops in cities where we have fans who appreciate our approach to eyewear. Alongside our shops, Moscot.com and social media help us share our story and grow brand awareness worldwide.

Could you evaluate the development and market impact of Silmo Istanbul Optical Fair, which will be held for the 11th time in Turkey in partnership with Silmo?

The Silmo Istanbul Optical Fair plays a valuable role in helping Moscot connect with partners who appreciate our heritage and are passionate about telling our story. Events like these provide a great opportunity to find like-minded retailers who understand the unique qualities of our brand and are committed to representing Moscot in a way that aligns with our values.

November 2024

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Interview

Markus T

Posted on by Emre Özden

Rimless Nobility

Developing its own technologies, such as patented hinge systems and tinting processes for titanium, the numerous award-winning Markus T presents its the latest.

German eyewear brand Markus T is known for its technical superiority and passion for eyewear and design. The brand has developed its own technologies, such as patented hinge systems and tinting processes for titanium, and manufactures all its eyewear exclusively in Germany. Markus T frames are known for their durability, comfort and flexibility, and the brand has won more than 40 design awards for its constant pursuit of progress and innovation. The brand’s headquarters are located in a restored grain distillery in Germany and can be visited on guided tours. Sold in more than 70 countries around the world, Markus T presents its further developed rimless eyewear in the new Ease Pro, two and a half years after its first rimless eyewear collection, Ease. Here is an interview with Markus Temming, Founder of the brand, about the new improved technical features and looks of the Ease Pro collection.

Hello Markus, in 2019 you launched rimless eyewear for the first time with the Ease collection. What do you think the rimless eyewear brought to Markus T brand?

We are specialists in the field of titanium frames and use our specially developed lightweight plastic TMi as an additional material for some collections. These two materials are ideal for full-rim frames. However, rimless frames are also something special for us and ideally complete the Markus T portfolio as a separate collection. On the one hand, they convey our understanding of “less is more”, because they make do with a minimum of material and, on the other hand, they sum up our expertise in technically sophisticated eyewear.

Rimless is indeed a challenge, both for you as a manufacturer and for the optician, isn’t it?

Indeed it is. Rimless eyewear can certainly be described as a supreme discipline. Developing a long-lasting, durable and at the same time barely visible connection technology for lenses and frame parts is a challenge. Despite all the technical complexity, we naturally always keep an eye on making the glazing as simple and convenient as possible for the optician.

This year you are once again focusing on rimless eyewear, this time presenting the new Ease Pro collection. How long did you work on the new models and how many models are in the range?

“Less eyewear, more effort” is a formula that fits quite well here. A lot of detailed work, which was an exciting task for us, but it also got on our nerves from time to time. In total, we took around two and a half years to develop the joining techniques and the additional design elements until we had a collection that we are completely convinced of. The Ease Pro starts with 20 lens shapes. With a rimless collection, the optician is basically free to design the lens shape.

Why didn’t you simply add the new models to the existing Ease collection?

We somehow sensed that we could go one step further with the collection than just developing new shapes. That it could do even more visually and technically. As is so often the case, we were driven by our desire for perfection. The fact that we consistently manufacture in Germany means that we literally have development and quality “in the palm of our hand”. We are close to our customers. To our optician customers, but also close to the end customer through our Markus T brand store at the company site in Gütersloh-Isselhorst. This allows us to test and implement customer feedback and needs directly. With the Ease, we have recognized the potential in the technology and have also broken new ground in the design.

What exactly distinguishes the Ease Pro from the Ease?

It’s not just the overall look that’s different, but also the glazing technology. We have developed a unique combination that is not yet available on the market. While the Ease was glazed with plastic sleeves in a double hole, the glazing technology of the Ease Pro dispenses with additional sleeves and works with the force of the filigree titanium parts. Thanks to a special mechanism, the connecting parts lock into each other, creating an absolutely secure connection that can only be released again with the aid of tools – for example, for re-glazing.

Does this also affect the design of the glasses? Does anything change visually?

The bridge and temples are made from our material of choice: titanium. We deliberately opted for a less delicate look for the Ease Pro, which offers more options for an individual design. A little more material, a bolder design language, which can be emphasized by color and additional add-ons, deliberately make a statement with the Ease Pro. Also, as always with Markus T, the richness of the color palette stands out in this collection. The basic model is available in our eleven titanium colors as well as with high-quality PVD 24 carat precious metal coating in gold, rose gold and with a new, elegant platinum coating.

If you want something a little more eye-catching, you can upgrade your rimless Ease Pro with a silicone ring. What colors are these available in?

Yes, you can upgrade your rimless Ease Pro with a silicone ring. We offer the silicone ring, which lies in the glass groove, in transparent, blue, bordeaux and black. The subtle color accent emphasizes the shape of the lens without giving up the rimless character of the frame.

So what else stands out in the new collection?

We have designed individual add-ons for each lens shape. These polyamide add-ons are also placed around the lens, hold in the lens groove and can be easily replaced. They give the glass a more striking frame and play with shape and color.

Kaynak: Spectr

October 2024

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Wholesaler Interview

Zeno Grup Optik

Posted on by Emre Özden

Zeno Grup Optik

Rising Power

Silmo Istanbul is a vital platform for the Turkish optical industry. We have exhibited in the fair every year since our first exhibition and we have been welcomed with great interest every time.

Hello Ms. Selin. Could you introduce yourself to our readers and tell us about when and how you became a member of the optical industry?

Hello, I am Selin Kılıç. I was born in 1989 in Istanbul and graduated from Marmara University Faculty of Communication in 2012. Since my graduation, I have worked in Communication Consultancy, Social Media Expertise, Advertising and Public Relations departments for various brands. I have provided these services in many sectors, especially tourism, food and fashion. I have been working in the optical industry for about 2 years. The dynamic structure of the sector and its openness to innovations have always excited me. Of course, I can say that being an eyeglass user since a very young age has also contributed greatly to my interest in the sector.

Could you tell us about how your path crossed with Zeno Grup Optik and your role in the company?

I actually knew Zeno Grup as someone from the optical industry. At an event, I met Mr. Ömer, one of the founders of Zeno Grup. We realized that we were on the same line in terms of vision and mission. I joined the company as Brand Communication Manager and since then I have been working on the promotion of the brand, communication strategies and strengthening its position in the sector.

Could you tell us about Zeno Grup Optik’s core values that have enabled it to take a solid and successful stance in the sector despite being established only three years ago?

Zeno Grup Optik’s core values are based on innovation, customer focus and quality. We aim to provide the best service to our customers, to bring them together with pioneering solutions by following the innovations in the sector and to strengthen the optical stores, which are the most important body of the optical sector, and to provide and create the maximum benefit to the awareness and growth of the sector in favor of the user. As we always take our steps in this direction, our success graph is gradually increasing.

Could you tell us about the brands within the company and their unique features?

There are many prestigious brands within our company. One of them, Morlin Bron, stands out with its minimal designs and high quality standards. When creating Morlin Bron models, innovative designs are tested on facial anatomy at every stage and worked on until they are brought to the most accurate ergonomic form. At Morlin Bron, we offer the richest creations of all time with thousands of models that we constantly renew. Our other brand Reacher appeals to young audiences with its vibrant colors and bold designs. With each of our brands within Zeno Grup Optik, we offer collections with a unique character and customer base.

As a company open to growth and development, do you plan to add new ones to your brands?

Yes, we are definitely considering adding new brands to Zeno Grup Optik. For this purpose, we are constantly conducting market research. One of our main goals is to create brands that are recognized both locally and internationally and offer innovative and quality products. We can even inform 4 your eyes readers that we are planning to launch several new brands in the coming year.

As the Brand Communication Manager, what kind of strategy do you implement to strengthen the awareness of Zeno Grup Optik brands and their position in the sector?

Our strategy is based on using digital and traditional media marketing actively and effectively. We also find it important to organize campaigns and experience-oriented events that provide one-to-one interaction with our customers. Thanks to these experience-oriented events we organize, we both increase the awareness of our brands and further consolidate our position in the sector.

We know that you collaborate with famous names in your promotion and marketing projects. Should we expect such surprises from Zeno Grup Optik in the new season?

Yes, working with famous names has been a very effective strategy for us. Choosing Italian Chef Danilo Zanna, who is very popular in our country with his respectable and sympathetic stance, as the face of the campaign we presented for Morlin Bron with the slogan ‘We are so eye catching’ played a very important role in strengthening the awareness of the brand. For this reason, we will continue such collaborations in the new season. There are a few projects we are currently working on and we are very excited about them. As Zeno Grup Optik, we like to surprise our customers, so we recommend them to stay tuned.

How does Zeno Grup Optik expand its distribution and sales network?

In order to expand our distribution and sales network, we primarily aim to strengthen the cooperation with our existing sales points and make agreements in new regions. We also plan to increase our presence in different cities and regions by meeting with potential new customers. We will continue to further increase the awareness of our brand through in-store promotions and exhibiting at fairs.

We know that you have offices in Russia and China. What would you like to say about this? Are you planning to open offices in other countries?

Our offices in Russia and China have been a big step for us. We made these investments to provide better service to our customers there. We are planning to open offices in Europe and the Middle East in the future. As Zeno Grup Optik, we stand for continuous development and progress without compromising our core values. We will continue our confident steps towards becoming a global brand by making more progress every year.

Do you follow international fairs? What are your thoughts on the contribution of fairs to the sector?

Yes, we follow international fairs closely. International optical fairs are important platforms for showcasing innovations and technological developments in the sector. These events enable global collaborations between brands and professionals, introduce new products and identify market trends. They also provide networking and business development opportunities for industry representatives. They are also very important for promoting our brands to a wider audience.

As a company participating in the 11th Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area, how would you evaluate the fair since its inception?

Silmo Istanbul is an important platform for the Turkish optical sector. We can say that the fair has gained a great momentum for the sector since its inception. With the number of visitors and exhibitors increasing every year, Silmo Istanbul plays an important role in the development of the optical industry in the region. The expanding service area and growing organizational structure provide companies with more visibility and create new business opportunities. This platform, which keeps its finger on the pulse of the sector, allows companies to introduce their innovative products and establish global collaborations. In this context, Silmo Istanbul provides us, as Zeno Grup Optik, with the opportunity to meet both local and international customers. We have exhibited in the fair every year since our first participation and we have been welcomed with great interest every time. We look forward to exhibiting in the fair with our innovations this year.

Thank you very much for this exclusive interview. Finally, what are your views on the evolution of our magazine 4 your eyes into digital publishing?

Digitalization has become inevitable in today’s world. I consider the transition of your magazine to digital publishing as a very appropriate step. I think you have gained the opportunity to reach a wider audience and establish a more interactive communication with your readers. We would like to thank you for this precious interview and wish your team continued success.

October 2024

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