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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Sales Point

Lotus Optik

Posted on by Emre Özden

LOTUS OPTİK
In Pursuit of Quality

Silmo Istanbul inspires us by bringing together innovations in the sector and guides us to provide a better service to customers.

Hello… Could you briefly introduce yourself to our readers and tell us about how your path met with the sector?

Tuğba Doğan: Hello, I was born in Tokat in 1985. My husband and I graduated from Ege University Opticianry Department with a degree. Immediately after our graduation, I started working in a retail optical store in Şişli district of Istanbul in 2005. After 6 years of gaining a good professional experience in Istanbul, we got married and I changed cities. I continued my professional life in the city where I settled. After I had twin children, I quit my job. In 2019, we opened our first store in Antalya and immediately after that we opened our second branch in Edirne in the same year. In 2021, we opened our third branch in Istanbul and we aim to grow even more over the years with our boutique retailing system.

Onur Doğan: Hello, I was born in Artvin in 1984. As my wife mentioned, we graduated from Ege University Opticianry Department. I started my retailing life in Antalya.

What is the foundation story of Lotus Optik?

Shortly after opening our first store with my wife in Antalya in 2019, we brought our second store to our customers in Edirne. In 2021, we opened our third store in Istanbul Kanyon Shopping Mall. We have a boutique retail approach from the very beginning and we aim to grow even more with this approach. Our store was specially designed by successful interior architects and furniture decoration companies. We have created a valuable boutique product portfolio by realizing our desire to work with the world’s leading optical and sunglasses brands. We accept our customers as members of our own family with our goal of preserving the sincere and artisanal understanding that is disappearing in our country.

We understand that you open your stores in different cities. What were the factors you considered while choosing these locations?

When choosing the location of our stores, of course, we pay attention to being a lively place. We differentiate ourselves from the nearby chain stores by displaying different brands and offering a superior service to our customers. We think that being a company that does its job properly, attaches importance to store decoration, and can provide good service to its customers with its knowledge should always be your most basic value.

What are the most sold optical and sunglasses brands in your stores?

We can say that brands such as Tavat, Mykita, L.G.R, Saint Laurent, Prada, Miu Miu, Tom Ford in sunglasses, and Lunor, Tom Ford, Linderberg and Silhouette in optical glasses stand out in our sales.

We know that you pay attention to product diversity in your stores. How does having different product segments affect your sales?

As you said, we take the utmost care to include products from every segment. For this reason, you can easily come across every segment product in our stores. Because as Lotus Optik, we are aware that appealing to different customer needs by offering a wide range of products has important advantages in terms of both gaining customer satisfaction and positive reflections on our sales.

What are your after sales services?

After-sales service is as important as sales for us. We continue to support our customers after sales as well. In addition to our spare parts support, we also offer services for the repair and maintenance of broken eyeglass frames, even if they did not buy them from us.

How do you inform your customers about the changes and campaigns in your stores?

As Lotus Optik, we mainly announce the changes and campaigns in our store to our customers via social media. Because with the transition to the digital age, we are aware that social media is a powerful and effective communication platform when used correctly.

As someone who does not avoid investing in the aesthetic and stylish appearance of your stores, what do you think the interior and exterior design of an optical store contributes to your business?

We try to display every product that is wanted, desired to be seen, and wondered. We organize our shelves in such a way that our guests can easily try and leave them. Thus, we ensure that they can easily access the products they like and make comfortable and enjoyable shopping. Since we have this understanding, we believe that in order to offer all these elements to our customers, it is necessary to use aesthetic, highly visible and at the same time functional design elements in the store.

As a retailer, what are your views on the price competition between you and your colleagues?

Considering the sales prices recommended by the companies, we are in favor of providing quality service without reducing the value of the products in market conditions. We see that the prices of glasses offered for sale especially on the internet are quite different. We believe that a product should be sold according to its value. The factor that distinguishes us from our competitors is our service quality.

Is the sales and training information provided within the sector sufficient? How do you improve yourself and your employees about sectoral innovations?

We actively use various online resources and industry information to understand the developments in the sector. We also ask our authorized friends from optical glass companies to visit our store periodically and make presentations about glass technologies. In this way, we keep our knowledge fresh and acquire new technological information.

At this point, do you also follow the optical fairs held abroad in order to be informed about sectoral developments?

We participate in almost all fairs. We closely follow every new development. We see sectoral developments, technological innovations, trends, the latest collections of world brands and all innovations through these fairs and we get excited about our profession.

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 is growing with more and more exhibitors every year.  The fair inspires us by bringing together the innovations in the sector and guides us to provide a better service to our customers. When we look at the path Silmo Istanbul has traveled in the last 10 years, we are even more excited for the upcoming fairs.

Thank you very much for this exclusive interview. Finally, could we learn your comments on the transition of our magazine 4 your eyes to digital publishing?

As Lotus Optik, we would like to thank you for featuring us in 4 your eyes. Digital media has become a part of our lives regardless of age. For this reason, we support your digital presence in order to reach faster and wider audiences and wish you continued success.

 October 2024

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Sales Point

Elay Optik

Posted on by Emre Özden

ELAY OPTİK
Development Oriented

Silmo Istanbul, which we look forward to every year with great excitement, is a very important organization for us to come together with our colleagues and follow the sector.

Hello Ms. Elif. First of all, could you introduce yourself a little and tell us about how you started in the optical sector?

Hello, I was born in Bursa in 1999. I graduated from health vocational high school as a nurse in 2017. After working as an operating room nurse in the private sector for a while, I resigned and took the university exam and won the Bilgi University Opticianry department in 2019. I graduated two years later and started working as an intern in a store in Bursa. I learned the job in a very short time with the responsibilities given by my boss and colleagues. I would like to thank my boss Ergün Karaçanak, President of the Turkish Optician-Glasses Association, and his colleagues for teaching me our profession in the most accurate way and for their support.

When did you open Elay Optik? Could you briefly talk about the establishment story of your store?

We opened our first store, Elay Optik, in Nilüfer district of Bursa towards the end of 2022. The location of our store is on a busy street and close to the hospital. In our store, the most important point we have attached importance to since the installation phase has been that our customers feel safe, feel in a friendly environment and receive quality service.

What are the most sold optical and sunglasses brands in your store?

It is not an appropriate approach for us to make a distinction between the most sold brands in our store. Due to our location, we aim to reach the model and brand that is suitable for every budget, suitable for the person’s daily life, suitable for their own style, suitable for their face and comfortable, regardless of the brand. Therefore, we try to offer a wide range of lenses, contact lenses, optical frames and sunglasses.

Designer brands are very popular in recent years. Do you also receive such requests from your customers?

Yes, we also receive requests in this direction. Nowadays, designer brands have become quite popular. We try to keep design-oriented brands in our store as much as we can according to the demands of our customers.

What are your after sales services?

As a company, we always value after-sales service and work completely customer satisfaction-oriented. Regardless of the product our customers buy, we offer all necessary services such as replacement and repair in case of damage.

Do you think the sales and training information provided within the sector is sufficient?

Frankly speaking, we do not find sectoral trainings sufficient. For this reason, we take care to closely follow the innovations in the optical sector. In this context, we constantly improve ourselves by participating in various online trainings and events.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?

Our preference is of course the high street stores. Due to its location, our store is in a situation where everyone can easily reach by public transportation or personal vehicles without parking problems. Our aim is to create our own customer base and take our growth steps.

As one of the retailers, what are your views on the price competition between you and your colleagues?

As in every sector, price competition has an important place in the optical sector. As Elay Optik, we manage this situation by making a difference in our pre and after sales services. We ensure that our customers have a pleasant shopping experience by providing quality service.

Do you follow international optical fairs and sectoral developments abroad?

Yes, we follow and research the optical fairs organized abroad, especially on social media. In this way, we have the opportunity to see many different brands and models. It enables us to always offer the most up-to-date and trendy products to our customers. It is among our plans to participate in international fairs in the future.

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

I think Silmo Istanbul Optical Fair is a very important organization for our industry. Silmo Istanbul offers us the opportunity to come together with many of our colleagues and exchange ideas and closely examine innovations on behalf of our industry. We follow it with great excitement every year and try to visit it.

Thank you very much for this precious interview. What are your thoughts about our magazine 4 your eyes, which has switched to digital publication for the last two years?

First of all, as Elay Optik family, thank you for including us in your magazine. We believe that 4 your eyes magazine is much more beneficial to be published digitally in terms of reaching more colleagues and renewing itself, and we follow each issue closely. Thank you for your contributions and efforts to our profession.

 September 2024

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Wholesaler Interview

Optomod Optik

Posted on by Emre Özden

Optomod Optik

Experience in Eyewear

Silmo Istanbul has a structure that develops, grows and renews itself every year. I believe that the fair will be very fruitful for our business this year as in the past years. 

Hello Mr. Eli. Could you briefly introduce yourself to our readers and tell us about how your journey in the optical industry started?

Hello, Mr. Eli. First of all, thank you for doing this interview with me. I have been in the optical sector since about 2012. We have been in the sector for more than ten years. However, I got all my experience from my father Hayim Yanarocak, the founder of our company. Even as a child, I always came to our company, so we can say that I grew up in the business. Even when I was studying at university in Italy, my only dream was to come back here and help my father. I would like to thank everyone who contributed to my success and for making it possible for me to achieve this success.

As Optomod Optik, you are marketing and distributing many brands. Could you tell us about your brands and their characteristics?

As everyone knows, if Optomod Optik exists, it is thanks to the Exess brand. Exess equals Optomod for me. However, unfortunately, due to today’s conditions, we cannot launch the Exess brand on the market. Of course, this does not mean that we will not. We continue to work on it. Another brand is Dutz, which is our most popular brand at the moment and we receive a lot of demand. It has only optical frames and has three series: acetate/metal/titanium. The acetates are made from Mazzuchelli acetate, the best acetate in Italy. In metals, laki material is used, which ensures that the steel part of i-phone phones is not scratched. Titanium is beta titanium. However, the most important feature is the originality of the colors of the raw material in the body. Therefore, there is no discoloration. Since these products are given these guarantees, the product changes 100% under all conditions. Another Group we work with is Oxibis. This company is French-based. Its products are produced in France. We have two brands from this company. Dilem and Exalto. Exalto is a more classic brand for men. Dilem is completely technological. It is colored. Each pair of glasses comes with 1 pair of extra temples. The temples of the glasses can change. The purpose here is the ability to buy 2 glasses for the price of 1 glasses. If desired, the variety can be increased by buying extra temples of other types.

You are also collaborating with Charmant Group. What would you like to say about Charmant Group brands?

Yes, we also work with the world-famous Japanese company Charmant Group. There are 4 brands in this group, Charmant, Minamoto, Esprit and Elle. Charmant brand is divided into 4 main groups. The Ad-Lib group is an optical frame consisting of colored titanium only, which is more mobile and appeals to a relatively young generation. Charmant TP group are optical frames consisting only of titanium, consisting of more classic glasses and appealing to the middle group in terms of price. Charmant XL, known in the market as Line Art, is a work of art as the name suggests. Its titanium feature is ‘Excellence Titanium’ which is patented only by Charmant Group. Charmant ZT, on the other hand, appeals to the upper group and men. It is a special titanium material consisting of a mixture of titanium and zircon. It stands out with its durability and robustness. Likewise, plaques and terminals have the feature used in Line Art models. Minamoto brand is the newest brand of Charmant Group. Its feature is that it is among the lightest glasses in the world. The material of the glasses is the same material used in Samurai swords. Titanium is added inside. Esprit and Elle are license brands of Charmant Group. They both appeal to the middle group. There are products suitable for all age groups. Esprit is a brand that can be worn more active and comfortable. The biggest feature of the Esprit brand is that it is the first brand in the world to produce Ultem material. Lightness and comfort are at the forefront. Elle is more elegant and appeals to women. It consists of acetate and metal frames. The 2025 sun collection of both brands will be brought.

With more than 35 years of experience, does Optomod Optik plan to add new portfolio to its brands or create its own brands?

J.F. Rey brand is our newest brand transfer. J.F. Rey, a French brand, is produced in France and Italy. It appeals to all kinds of segments. There is a very wide range of products from the most eccentric model to the most classic model. However, we will soon incorporate two new brands. We are looking forward to the first presentation of our new brands at Silmo Istanbul. But for now, we want their names to be a surprise. When it comes to creating our own brand, it really requires a separate organization and time. At the moment, these opportunities do not appear in the near future. But nothing is certain. Why not in the future?

Which promotion and marketing methods do you use to increase brand awareness?

We are a company that believes that our customers make the best advertisement. But of course, we have our activities. Our popular brand Dutz is currently beautifying the faces of many celebrities. The first names that come to my mind are Selçuk Yöntem, Armağan Çağlayan, Fatih Portakal. Apart from this, we aim to announce our brands to the wider society through your magazine 4 your eyes.

In the light of your experience in the sector, how would you evaluate the current state, development and near future of the Turkish optical sector?

Our sector continues to develop day by day. The only problem, in our opinion, is that people update themselves very slowly against innovation. However, we have started to accelerate in this regard. I hope that the development will be much faster with the new young generations joining our sector.

Do you follow international fairs and what are your thoughts on this subject?

There are 2 main international fairs for us. One is Mido and the other is Silmo Paris. Both are very important for the sector. We understand the new trends and what awaits us next year thanks to these fairs. It is a great pleasure for me to go to these fairs and learn something new every year.

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 has a structure that develops, grows and renews itself every year. I think it has a tremendous importance in terms of bringing together the dynamics of the sector. The fact that the fair has already taken the name Silmo is an indication that the organizers have set out with solid and big goals. We appreciate the seriousness and intensive labor in every sense. I believe that Silmo Istanbul will be very fruitful for our business this year as in the past years.

Thank you very much for this valuable interview. Finally, could we learn your views on the evolution of our magazine 4 your eyes into digital publishing?

I personally find it very important that your magazine 4 your eyes adapts to the times, because the internet has become an indispensable part of our business. In this way, accessing every issue online offers us great comfort. We wish success to your entire team and thank them for their efforts.

September 2024

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Interview

Kaleos

Posted on by Emre Özden

Celebrating 10 Years

Kaleos, a design and shape-oriented eyewear brand, aims not only to stay up to date with its series but at the same time aims to lead the trends.

Kaleos reinvents the concept of contemporary eyewear, bringing together design, fashion and luxury. Fashion, innovation and quality are the values that inspire and guide Kaleos, but it is its creative nature that makes the brand stand out and ensures its success. Thanks to her rich experience in fashion, Creative Director Claudia Brotons has all the knowledge, intuition and talent a luxury brand like Kaleos needs. In collaboration with the world’s leading manufacturers, Kaleos Studio’s engineering team designs parts, assemblies, unique transparencies and exclusive glass colors for the brand’s collections. We interview Creative Director Claudia Brotons, who has been instrumental in the success of the Barcelona-based eyewear brand, which celebrates its 10th anniversary this year, about Kaleos’ new collaboration, its new showroom and its commitment to the pursuit of innovation.

As Kaleos celebrates its 10th anniversary, how has the brand evolved in terms of style, identity, and innovation? What are some key milestones that have shaped its journey so far?

The design has undergone a significant transformation over these 10 years. As a contemporary company, we aim not only to stay current but also to lead. We continuously engage in research on design possibilities, trends, and innovative constructions to present an exceptionally forward-thinking product. Our unwavering focus on shape has remained constant over the years. Besides all the design matters we believe that the service we provide to the opticians and our close relationship between customers and customer service continuously play an important role in our growth. We believe that the combination of all these leads us to where we are today and definitely has shaped our journey so far.

What initially attracted Kaleos to collaborate with Hey, and how does this partnership align with the brand’s overarching philosophy of “The Beautiful Shape”?

We believe in different synergies and the added value and inspiration from two different sides. Hey is a creative studio specialising in graphic design and illustration that masters the art of visual language. They are known for their use of colour and irreverent visual code, and we thought their expertise on this would make a super nice addition to the development of our brand Dna “The Beautiful Shape”. Hey x Kaleos eyewear evokes the playful essence of Hey’s colourful drawings while being technically very complex. This collaboration perfectly incorporates the essence of both brands: focus on shape with an irreverent visual code.

In what ways does the new showroom reflect Kaleos’ commitment to innovation and creativity, beyond just the design of your eyewear collections?

Our new showroom is completely linked to our commitment to innovation, creativity, and our brand DNA. It’s fundamental to us to be surrounded by objects that breathe authenticity. Design objects with special shapes make part of our everyday lives. At home, at the office, at our showroom, everywhere. Design and shapes are our foundation and of course, this needed to be imperative when renovating our showroom.

As Kaleos continues to progress, what values and principles remain constant for the brand? How do these values influence the design process?

As I just mentioned earlier, design and shapes are our foundation. As a modern company, we also must keep up with the times. We are constantly on the lookout for design suggestions, trends, and new constructions to be able to offer innovative product designs always with a focus on shape.

What surprises are waiting for us in the near future regarding Kaleos? Are you thinking about new collaborations?

Yes, I can actually inform you that Kaleos has started preparations for a ‘super limited edition’ collection that we have never done before and that already excites us a lot. But unfortunately this is all I can say for now.

Source: 20/20 Europe

September 2024

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Sales Point

Alsun Optik

Posted on by Burcu Yıldız

ALSUN OPTİK
Follows the Trends

I think that Silmo Istanbul has made a great contribution in terms of raising awareness in the sector and the growth of the sector by bringing together all segments of suppliers, retailers and employees.

Hello Mr. Ufuk. First of all, could you introduce yourself a little bit and tell us about how your path crossed with the optical sector?

Hello Mr. Ufuk. I was born in 2000 in Alanya. I completed my primary, secondary and high school education at TED Alanya College and Yaşam Tasarım Educational Institution. I graduated as an Optician from Mekteb-i Tıbbiye-i Şahane, the most established university in the health sector in Turkey, the current name of the University of Health Sciences. Since I had a dream of product marketing and branding since a young age, I decided to operate in this sector. Another factor is that my family serves in the health sector and sunglasses are a necessity in our region, especially in summer. Since the optical sector goes in parallel with sectors such as fashion and magazine, the opportunity to offer imported brands excited me even more. I entered this sector to improve myself in this field and to serve our country and the region we live in.

Could you tell us about the establishment phase of Alsun Optik?

In 2021, after graduating, I started working in a corporate optical company in order to develop myself in this sector and experience the big city spirit and corporate identity. In this process, I had the opportunity to improve myself by receiving many trainings such as glass companies, frame companies, contact lenses and product marketing, product support. As a result of these trainings, I first worked as a senior optician and then as an assistant manager in the company I worked for in a short time. As a result of my experiences and observations in this process, I provided the same service to our customers in our Alanya.

What are the most popular brands of optical and sunglasses sold in your store?

There are many imported and domestic collections in parallel with fashion in our store. In addition to this, we provide service by combining the brands that have been in fashion in recent years, which our guests frequently demand, with technology. The brands we sell the most in sunglasses and optical glasses are popular brands such as Prada, Miu Miu, Burberry, Kilian. I can say that having a product option for every taste and style is very important for us both in terms of customer satisfaction and to increase our competitiveness in the sector. Due to our position, I think that increasing our domestic and foreign customer volume, expanding our loyal customer volume and maintaining our quality-oriented line will contribute to our country in terms of economic and development.

Designer brands have become very popular in recent years. Do you also receive demand from your customers in this direction?

Yes, designer brands are in demand from our customers. Since we are in the age of technology, we can instantly access any information on the internet from seven to seventy. Since our sector moves in parallel with fashion, designer brands and collections are very popular. Since we supply trend products and current products in our store, we have a high level of customer satisfaction.

What are your after sales services?

The basic procedure of our company and our uncompromising principle is to ensure one hundred percent customer satisfaction. In line with this principle, elements such as the warranty process and product follow-up in the orders prepared for our guests and after the order, as well as storing information in line with customer confidentiality, are among the most indispensable after-sales boards for us as Alsun Optik.

How do you inform your customers about changes and campaigns in your store?

We inform our local and foreign guests about the changes and campaigns in our store in different languages, social media, local newspapers, posters in certain regions and local organizations. In addition, we also share our new collections with professional shots and advertising elements on our social media accounts. We utilize all possible means of communication because we attach great importance to keeping our customers’ bond with Alsun Optik strong at all times.

Are in-sector sales and training briefings sufficient? Do you organize training programs for your store employees?

Since we are in the health sector, I believe that marketing the right product to the right person with the right information is the golden rule. If we convey the right information to our guests and present their choices in parallel, it will be a plus point for us in terms of customer satisfaction. Among this information, trainings on eye health and the products we sell are of course very important. I and my team work sensitively on this issue. We receive trainings about products from both glass companies and frame companies, and we attach importance to attending conferences.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?

First of all, if I need to give an example from our own store, I can say that our store location and décor are as important as the service we offer and customer satisfaction. This decision should be based on the demand and shopping habits of the audience in your region. Our store is located in one of the oldest streets of Alanya and in a location with many shopping opportunities. Our preference was the street location. In the future, we plan to branch out in shopping centers in different regions with the same service and product stock.

As one of the retailers, what are your views on the price competition between you and your colleagues?

The market is moving in parallel with the current exchange rate and inflation. Accordingly, the competitive pressure is increasing considerably. Our advantage is our large product stock and high service quality. For this reason, we have the advantage of long-term customer loyalty and continuous service to our foreign guests. Since our product stock is diversified based on the needs of the customer and we combine service with technology, our competitiveness is one step ahead. We aim to make this process continuous with our campaigns and advertising power.

Do you follow international optical fairs and sectoral developments abroad?

Of course, each fair means new information for us. I think that domestic and international fairs have a great contribution to sectoral development in terms of the opportunity to closely examine new creations, product diversity and brand diversity. I believe that conveying the right information to the end user in line with the information we obtain at the fairs will increase our service volume and provide customer continuity.

How would you evaluate the Silmo Istanbul Optical Fair, which will be held for the 11th time between November 20-23 this year, since its inception?

We have been participating in Silmo Istanbul Optical Fair for three years. Silmo Istanbul is very important for us in terms of establishing new business contacts and providing opportunities to examine new creations. I think Silmo Istanbul has a great contribution in terms of raising awareness and growth in the sector by bringing together all segments of suppliers, retailers and employees.

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

Thank you for including us in this valuable interview. Due to today’s technology, I think that 4 your eyes will reach more masses in the digital environment and will be a light for our colleagues who are new to the sector. I wish you continued success.

August 2024

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Wholesaler Interview

Uğur Optik Makina

Posted on by Burcu Yıldız

Uğur Optik Makina

Expert and Entrepreneur

We are one of the first companies to support Silmo Istanbul and we can easily say that the success of the fair is increasing year by year with the increasing excitement of foreign visitors. 

Hello Mr. Ercan… Could you share the establishment story of Uğur Optik Makina with us? How is your journey that started in Antalya in 1993 progressing?

Our company, which was established in 1993 based in Antalya, operated in various business areas. We opened our retail stores in 1999. After doing successful business, we switched to the wholesale section in 2005 with the guidance of our foreign friends abroad, where we still do business. In those times when the internet was still difficult to access, we came to the forefront through our web site by creating the absence in Turkey. We became indispensable for all opticians by selling very high material and machine prices at half the prices. In addition, we brought together the products that our country’s opticians have not seen until that day with our colleagues. As a person in the profession, knowing how our optician friends think and what they need has been our most important advantage.

What are the main service areas your company focuses on? Could you elaborate on your activities in these service areas?

Uğur Optik Makina operates in the field of materials and optical lens. For the last 15 years, we have concentrated our focus on the production and import of machinery. Intense competition in other fields has led us to the field of machinery, which is more difficult to do. In this field, we have become a globally recognized company with our Centervision brand. The secret of success in machinery is customer satisfaction. For this reason, our company has survived for more than 30 years. As Uğur Optik family, this is the issue we care about the most. Since the average working time of the company employees is over 10 years, everyone is used to it and has made it a company tradition.

What are the brands and products in your company and could you tell us about the distinctive features of your products?

The most well-known brand of our company in Turkey and in the world is Centervision. The brand of this product, which is a focusing device, has caused all focusing devices to be called center or centervision. So our brand has become the name of this product. For 15 years, we have been doing R&D continuously. We have been ahead of our competitors in the world in a continuous innovation. Our other brands, Chalk and Tuscany, are used in 80% of optical stores and are brands that we import, sell and service. There is hardly any colleague who has not used these brands. We provide service with these 2 brands in our products such as glass cutting machine, focometer, hand stone, nylor, heater pupilameter etc. Huvitz is a world-renowned South Korean company that produces ophthalmic and opticianry products with the least error. We have been the distributor of this company for opticians in Turkey for 14 years. Sales and technical service of glass cutting machines and fokometers are carried out by us.

You registered your Centervision branded focus measurement device in 2010. What are the features of this device and the convenience it offers to opticians?

These devices, which used to be used only for focusing, have become a little more compulsory with the introduction of free form lenses. A progressive lens without PD, Pantascopic angle, vertex distance, frame curvature, close focus distance cannot be free form. But it is a standard progressive lens. Our colleagues who take care of their work inform these measurements to the lens company and ensure that the lens is personalized. In addition, the Centervision device is not only for taking measurements but also offers other features and conveniences to our colleagues. Its success in adding a stylish atmosphere to our store, being a useful table, and convincing customers with animations is indisputable. There is a noticeable increase in the lens sales of the companies that buy this device and the money they pay for the machine returns to them within an average of 8 months.

You provide service to universities by supplying optical machines and materials to opticianry departments in Turkey. How did this project start and what are the advantages it offers?

We have been very sensitive about education from the very beginning. In 2004, I became an optician by taking a course with the law enacted in 2004. The lack of education I saw here pushed me to look for ways to solve it. First, I established connections with the 5 universities that existed at that time and started to shoulder the work when I was invited to the first meeting. Then, in 2011, I helped the establishment of Okan and Aydın Universities. During this period, the lack of knowledge of the professors of the new universities on optics emerged.

In order to solve this problem, I organized the Optik 2012 meeting, which brought together the sector, universities and the public sector, in a hotel. However, these efforts were not enough. There is an inflation of new universities every year and new professors needed to be informed. For this reason, I continued these meetings for 3 years. Finally, we succeeded. Now we have very good professors in all of the opticianry departments and they train good students. In the meantime, while providing education opportunities to new universities, we also helped them with their laboratories and we became a school in this field. With the experience we have gained, today we are establishing opticianry laboratories even abroad.

What are the future goals of Uğur Optik Makina? How do you plan to improve your brand awareness in Turkey and abroad?

Our company has reached the required position in the country. However, this is not our goal. We continue our efforts to make the optical profession in our country among the best, and one of the most important factors for this is the machine line. We strive to make the latest technologies available to our colleagues through import or manufacturing. In addition, by selling these products in the world, we continue to aim to bring both foreign currency and prestige to our country. Our support for education continues. We promote our products by participating in several fairs around the world every year and through social media. We exported to 36 countries and we are trying to increase the number of our dealers by developing our dealer network.

As an exhibitor, how would you evaluate the 10th Silmo Istanbul Optical Fair, which is being held for the 10th time with its new and larger service area?

I am one of the first companies to support Silmo Istanbul. When Mrs. Banu said we want to organize a fair, no one was as happy as me. Fairs are more important as a sector meeting before product promotion. Sharing information and meeting members of the sector has taken the sector to the next level. I think we have become the number two fair in Europe. We have surpassed Paris, I can understand this from the excitement of international customers. I hope this festive Silmo Istanbul atmosphere will continue for many more 10 years.

Thank you so much for this valuable interview. Finally, could we learn your views on the evolution of our magazine 4 your eyes into digital publishing?

It is of great importance in accessing information in the sector. I think it is the biggest advantage that your magazine is accessible by every sector professional and every optical store employee. I would like to thank you for your efforts on behalf of our sector. Congratulations to your entire team.

August 2024

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Interview

Materialise

Posted on by Burcu Yıldız

Future of Eyewear with 3D Printing

Producing Europe’s most prestigious 3D printed eyewear based on the latest technologies, Materialise Eyewear has been delivering reliable, repeatable and scalable quality for the last 10 years.

Materialise Eyewear embraces the future of eyewear with 3D printing technology. As one of Europe’s most prestigious innovators in 3D printed eyewear, Materialise has pioneered major innovations in the field for 10 years, winning numerous awards. Get ready to discover the world of Materialise, where design freedom and more sustainable, on-demand manufacturing combine to deliver the ultimate in business agility. With its sophisticated knowledge of 3D printing for eyewear and dedicated production lines, Materialise Eyewear provides the edge needed to confidently unleash creativity and innovation and give customers the richest experience possible. Here is an interview about the brand with Alireza Parandian, Global Business Strategy Manager for Additive Manufacturing Wearables at Materialise Eyewear.

Can you summarize for our readers your journey from the development of 3D printed eyewear at Materialise Eyewear?

We started producing eyewear under the Materialise signature in 2014 in response to numerous requests from companies interested in the application of 3D printing. In close collaboration with Hoet, we explored two key benefits of 3DP: freedom of design and freedom of production. The aim was to inspire industry adoption based on these value propositions, launch a digital craftsmanship movement and gradually improve quality to meet industry expectations through cycles of investment and challenge. In 2016, when we collaborated with Oxydo By Safilo on Wearable Sculptures, we increased trust in 3DP by blending complex sculptural elements with traditional Italian designs. In 2018, we also added luxury materials to the portfolio with 3DP metal, giving brands the option for more polished finishes. We then expanded to include new sustainable materials such as bio-based materials, announcing smart glasses initiatives around 2020 that align with the needs of smart technology.

What are the services you offer to partners in the optical business who want to launch a 3D printed collection?

Our manufacturing services offer partners a standard onboarding process, providing a seamless pathway to delve into the possibilities of AM (Additive Manufacturing) for eyewear. Leveraging our extensive expertise in AM of eyewear, we have refined our process over the years to ensure efficiency and effectiveness. This standard approach serves as a foundational step for partners to explore and understand the potential benefits of integrating 3D printing into their eyewear collections. In addition to our standard onboarding, we provide custom onboarding services tailored to meet the unique needs and quality standards of individual brands. This personalized approach is guided by experienced sales engineers and a dedicated team of production experts. Through close collaboration and attention to detail, we strive to align our offering precisely with the specific requirements and preferences of each brand. This tailored approach ensures that partners receive a customized experience that meets their exact needs and expectations. We also offer a range of personalization options of eyewear collections, with or without a digital experience.

Tell us about the collections you have recently developed and explain the innovation and design work behind them?

We’ve collaborated with weareannu, who choose a bio-based material for their incredibly thin and lightweight collection. The bio-based material that we use offers extremely high impact resistance and you can achieve very nice colours, muted tones, vibrant and pastel colours. We’ve supported Odette Lunette with this same material for children’s eyewear, which was awarded a SILMO d’Or in 2023. Yohji Yamamoto wanted to do very unique sculptural frames as limited editions in their collection and these were introduced at MIDO 2024 and we will continue doing this in the coming years. In the consumer segment of smart eyewear, we have intensively collaborated with MORROW, who was awarded with a SILMO d’Or for their technology. We are currently working with multiple retailers that offer personalization at scale.

You started working with translucent materials towards the end of last year. Are you already putting out designs that are translucent and what are the differences in producing with this material?

We are in a pre-commercial stage and still developing and fine-tuning this offering. The new translucent material is the result of five years of extensive trialling of over 50 different materials against the gold standard of established eyewear materials, including tests for bio-compatibility, thermal resilience, and impact resistance.  After looking at these 50 materials, we chose translucent to bring to the market. Our idea is not to compete with acetate, but this material offers the ability to play with complex shapes, intricate structures, and textures that are impossible to replicate with traditional production techniques, allowing designers to move beyond what is possible with acetate. Multiple projects are currently in the works with partners to ensure there is a product market fit.

Can we expect more new finishes coming up in 3D printed or other new developments? Do you work with 3D printed titanium or other metals?

Yes, with translucent we are expecting to have nonporous, smooth and translucent surfaces, and in terms of complexity we can add layers to create depth. With textures, we have an expert team of designers and engineers that custom develop textures with software from Materialise. This is applied on a variety of frames, using components that can be put together to add multiple colours to the same frame (bi-colour frames). Titanium or other metals – yes. Titanium is the main precious metal that we offer, in combination with an artisanal manual finishing process, which has been awarded the SILMO d’Or 2018 with McLaren and we have realized it with other luxury collections (Porsche 50Y anniversary frames, 2022). We think 3DP has established itself as a technology that can offer flexibility and efficiency. As sustainability is becoming a major agenda point, we expect the adoption of 3DP in eyewear to continue strongly in the coming years. We expect our new materials to drive this growth as they offer new possibilities in terms of look and feel.

Source: 20/20 Europe

August 2024

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