Silmo Istanbul creates wonderful circumstances where boutique companies like us can express themselves more effectively and accurately.

Hello Mr. Cinemre… Could you introduce yourself to our readers and tell us about how you decided to enter the optical sector?
Hello there. I am Kadir Cinemre, I was born in Istanbul, I graduated from Işık University Opticianry Department. I have been in the optical sector for about twenty years. Firstly, in 2006, I started to work in a lens company, which is a pioneer in its sector and a world brand, in order to specialize in the sales and marketing department. Then, in 2010, I continued as a brand sales manager in a company that is a distributor of world brands in the frame department. The variability of the optical sector and its proximity to fashion were the factors that brought me closest to this sector. I think it is a sector that is very open to innovation and we can add a lot to it.

With which aims and objectives did you decide to establish your company?
I met the optical sector in 2006. I worked in different positions in every part of the sector. I worked as a sales manager of different brands in different companies. I was constantly intertwined with brands in lens, frame, wholesale and retail departments. Afterwards, with my vintage curiosity, I rolled up my sleeves to prepare retro glasses for the coming years. After mastering many areas of the sector, I focused on production in line with my goals. The idea of creating local and handmade products with retro lines led me to a very exciting start.

Could you tell us about the Mooshu brand, its customer profile and technical features?
Mooshu brand was born as a 100% Turkish brand from design to production. The name meaning of the brand comes from the word Men with the letter (M); that is, having hard and masculine lines, the letters (OO) represent glasses, (S)(H)(U) comes from the word SHE, which represents women in English; it represents women having curved and aesthetic lines. Ninety percent of our brand’s designs are unisex. It has sophisticated and vintage lines that both women and men can prefer. We attach importance to offering original designs as well as being useful. Our customer profile consists of users who expect comfort in light but flashy glasses with different designs. The most important principle of Mooshu brand is ‘if it’s not qualified, don’t make it’. Every single piece used in production is carefully designed. Each model is revised about five times before it is presented to the users. We keep working on it until we find perfection. All Mooshu models have screwless and weldless designs. We have an innovation-oriented dynamic. We put a lot of effort into improving our production systems, so we spend a lot of time on technological studies and R&D. We already use the technologies that the world offers as innovations in coating in Turkey. We produce long-lasting products with titanium coating.

Which promotional and advertising activities do you use to increase your recognition in the sector?
We strive to use social media effectively in order to bring our brand to better points and make it a well-known and recognized brand. We aim to reach different audiences by collaborating with famous personalities. Influencer studies support us and optical stores to sell our products. The use of our products by well-known and recognized people gives confidence to our customers. Along with social media, we see that participation in optical fairs also provides us with a lot of benefits. We add a lot of innovations to our brand and experience in fairs with new optical stores, employees and young optician friends. At the same time, fairs are the gateway to the world market. This is our aim anyway. To be a world brand.

What are your comments on the present and future of the Turkish optical sector?
I think that the Turkish market has become a market that the world cannot ignore. Especially high value-added products like ours attract a lot of attention in Europe. There is an intense interest in Turkey. Increasing transportation costs and costs after the pandemic reduced interest in the Far East market. I think there is an intense interest in our country. We are preparing for the future by increasing our investments, R&D studies and capacity every year. I think that Turkish brands will soon be among the world brands and our vision will increase every year and add added value to our country.

Our magazine has made another innovation and continues its publication life digitally. In this way, we establish a more effective and intense interaction. How would you interpret this innovation of 4 your eyes and its work on behalf of the optical industry?

As it is an up-to-date and dynamic magazine, we can find all the innovations in the sector under a single roof. I believe that the magazine is the only place for boutique companies like us to be heard by the whole sector. The fact that the magazine is online is a great innovation. Now everyone will be able to reach you, and therefore us, from anywhere. We can see from social media how important interaction is today. It is a great convenience to be able to interact with your magazine just a touch away in our pockets. We would like to thank the 4 your eyes team for bringing us to a wider audience with this innovation.

August 2023

Let’s talk about the new designs of Slastik eyewear. Is it difficult to implement different designs in your collections produced with a special technology and technique?
Since the collections are designed in Spain, even though we are not involved in the design process, there are periods when we exchange ideas with the brand owner in terms of design. In general, it is not difficult to implement different designs, but the brand focuses on more timeless designs. Even if new models are added to the collection, the brand does not aim to create a new collection every year. Instead, it prefers to constantly improve the color range of the models.

A few years ago, the Slastik brand filed a lawsuit against some manufacturers and dealers in Turkey for producing and selling imitations. Could you tell us about the role you played in this process and how is the case going on?
Actually, we do not have a role in this process. As I mentioned before, the brand owner has been filing lawsuits against manufacturers and dealers who violate Slastik patents in many countries around the world, including the largest manufacturer of imitation glasses in China. Contrary to popular belief, the first lawsuits in Turkey were actually filed in 2014-2015 and resulted in favor of Slastik. The reason for the increased awareness of this issue in the sector in recent years is that the brand owner has contracted with a new law firm that specializes in patent rights. As far as we know, this new law firm acted very quickly as soon as they received the trademark owner’s power of attorney, investigated the sellers and manufacturers of imitation products and initiated the processes within the scope of the law. As I said, we had no involvement in this process, but we did our best to inform the parties involved through all possible channels. We know that lawsuits have been filed against some opticianry establishments that sell imitation products and the lawsuits are ongoing.

As a company that has been exhibiting in Silmo Istanbul Optical Fair for many years, what are your thoughts about the fair? How would you interpret the contributions of Silmo Istanbul to you and the sector?
Since we do not have a large sales team, it is very important for us to show our presence in fairs. Instead of the cost of establishing a sales team, we prefer to invest in our online dealer portal within the scope of modern shopping trends and reach opticians across Turkey and introduce our brands at Silmo Istanbul Optical Fair. In this way, we try to pull back our sales prices that we offer to our dealers. As Optist Optik Ürünler, we are very happy to take part in Silmo Istanbul Optical Fair since the beginning. We think that your energy, problem solving and positive approach during the whole fair process has created an unprecedented synergy for the sector. In addition to the fact that being an international fair contributes to the export of local brands to nearby markets, we think that Silmo Istanbul is a very effective organization in terms of promoting the brands/products of companies like us that do not have a large sales team, following the developments in the sector and establishing a network.

July 2023

“Silmo Istanbul is an organization that we have been supporting since its foundation, perhaps feeling like its founder like many of our colleagues. We don’t see its success story very different from Novax’s.”

Hello Mr. Murat Balcı… As Beta Optik, we know that you have a highly developed and large facility. Could you tell us about your production process and capacity?
As Beta Optik, we are the pioneer company that brought FreeForm technology to our country in the production of eyeglass lenses. At that time, we were the first practitioner in Turkey of the method of producing eyeglass lenses with software, which was just beginning to be used in the world. In the years we have left behind, we have invested more and more in technology every day, further expanding the advantage given to us by the fact that we took off earlier than all our competitors in the sector. We have made our brand synonymous with technology. This perception, equipped with great efforts spent in the light of science, has made Novax a preferred eyeglass lens brand not only in our country but all over the world. Now, we have our own production culture. We have established our own standards. All this has ensured that a product that meets all the expectations of our colleagues in terms of quality, while also being acceptable in terms of price, reaches the trading houses of our business partners. This is the summary of our success, which has become more easily observable especially in recent years, but which, as I said, is based on many years of labor.

Are all of the brands within Beta Optik produced in your facility in our country? Do you also produce brands abroad? We know that your factory in Portugal can also produce at high capacity. What are the reasons for having such a facility in Europe and why Portugal?
As you know, we made an exclusive manufacturer/distributor agreement for the Turkish market with Zeiss, the world leader in terms of brand perception in our industry. Currently, we produce almost the entire Zeiss product portfolio for our country in our facilities in Istanbul at the same standards and quality level as Zeiss production points all over the world, and again with Zeiss processes. All certifications and periodic inspections of this production are carried out by Zeiss. Being able to fulfill these requirements and easily comply with these standards without any special procedures has been a great opportunity for us to see how much we have been doing the right things in the production field over the past years. On this occasion, it has been a great honor and pride for us to add the appreciation of a world giant like Zeiss to the appreciation we have already received from our colleagues for years. We firmly believe that our cooperation with Zeiss will continue in the future by expanding its scope and becoming even stronger. In addition to our production in Istanbul, we started to produce in our company in Portugal in 2018, which we established in 2014. Nowadays, we are increasing the capacity of this production facility and moving it closer to logistics centers. I think we will complete all our installations and start production with our increased capacity within two months. Our production and management building in Porto is planned as the epicenter of the entire European Union region of Beta Optik. The difficulties we experienced in exporting to European Union countries from our factory in Istanbul, and some conditions that would put us at a disadvantage in terms of preference against our competitors, forced us to establish a production facility in a country within the borders of the European Union. In this way, we have realized the second step of our project “A factory on every continent and becoming a world brand”, which has been on our agenda for years. We have prepared the infrastructure of our factory in Portugal in such a way that its capacity can be increased 3 times more than its current state without the need for any additional time and investment. In the next 2 years, we aim to further expand our already existing exports to the European Union by expanding our exports to all 28 European Union countries. There are two answers to the question of why Portugal. The first is that Portugal is the only developing economy within the European Union, not counting the Eastern European countries. Therefore, it is a market that has become a center of attraction for investors. Labor costs are lower than in other European countries and, above all, the country is willing to receive investment. Secondly, Portugal is both a member of the European Union and a very important gateway to Latin America. With this feature, it is natural for a company like Novax, which exports to all over the world, to be preferred. For this reason, Portugal was one of the important reasons why we chose to establish a factory in Europe.

The fact that Turkish brands have distributorships in various world countries strengthens and makes the whole sector proud. We can say that Novax brand pioneered the sector in this regard. In which countries do you have distributorships?
As I mentioned above, the number of countries we currently export to is 58. However this number is very dynamic. It is increasing day by day. Believe me, the days of counting the names of countries are long gone for us. The most important thing I want to say here is that in the past, we used to go from country to country, door to door, so to speak, looking for customers. Now Novax has become a brand that is reached and desired to work with on different occasions. In some countries, we even witness that several companies are struggling to become Novax distributors. In some countries, we have to choose one of several options. This is the distance we have been through. This is what we really need to talk about. Of course, it is our greatest source of pride to be exhibiting in the fair, which we attended years ago as the only Turkish company, now with our other colleagues, as you underlined in your question, to have pioneered them, to have encouraged them by showing them that this is something that can be achieved. We hope that Novax will become a global brand that not only our colleagues but also the whole of Turkey will be proud of, by increasing its penetration and establishing new production facilities in other continents in the coming period.

In 2022, you entered into cooperation with Zeiss, one of the world’s most recognized lens brands. Could you tell us about this cooperation process and the services you will offer with Zeiss in the upcoming period?
First of all, I would like to ask our colleagues and all our followers not to see our business partnership with Zeiss as an ordinary exclusive manufacturer or distributorship agreement, because the scope of our relationship is much different. There is a unity of purpose here, a unity of ideal here. Regardless of their financial size, this is a success-oriented and long-term project of two companies that have adopted quality and success as their motto. Beta Optik has become the “first” third party to produce many of Zeiss’ products in the world, apart from Zeiss’ own production facilities. This clearly demonstrates both the importance Zeiss attaches to this project and its confidence in Beta Optik’s production capability. Going forward, we will rapidly increase the number of products on the Zeiss side, and we will realize many different sales and marketing activities that will help us carry the Zeiss brand to the place it deserves in our country. Our colleagues who know that instead of instant and sensational successes, we plan long-term and lasting successes that are built on hard work in a sensitive and meticulous manner will understand what we mean much better.

Thank you very much for this valuable interview. Finally, could we learn your opinion on the evolution of “4 your eyes” to digital broadcasting?
As for the digital 4 your eyes, it was a very good decision in today’s world where almost everything has evolved to digital platforms. It is both easier to access and easier to review. While reviewing the digital version, I realized that I read many parts that I had not read in the printed magazine. We wish 4 your eyes success in its next publication life.

May 2023

“I think Silmo Istanbul is of great importance for both manufacturers and suppliers by bringing different cultures and societies together.”

Hello Mrs. Nazlı, could you tell us about yourself? Did you first start working in the optical sector with Göral Gözlük?
Hello, I am one of the women who have ideals, who can take steps to realize these ideals and who always aim to keep the level of effort at the highest level in order to achieve maximum success. First of all, I have been very interested in glasses since my early ages. Before moving to the factory and production network, I did a lot of research looking for ways to be the best in this sector. I went to China, one of the leading countries in the production of eyeglass frames, and stayed in China for two years to conduct various researches by visiting various factories in this direction. Finally, I returned to my country by blending my curiosity and research. The desire to contribute to domestic production in Turkey has further strengthened my courage to specialize in the sector. In 2003, this adventure that we started has produced great results with the sufficient determination of myself and all my colleagues. I always wanted to make a small contribution to the position of women in today’s society, to provide employment and to stand on their own feet. In this context, I succeeded in creating a female employee capacity of eighty percent of our company. By moving in the direction of my ideals, we have succeeded in becoming the best company in the production of glasses in Ankara.

We know that you have moved to a large facility. Could you tell us about your production activities and the operation of your facility?
We have switched from our facility where we are currently manufacturing metal eyeglass frames to a larger facility where we can produce TR-90 upon continuous demand from our customers. With the start of production, we continue to produce and deliver almost every type and model of glasses needed with high demand. Since we have moved to a larger facility, we have provided more employment, so the number of our colleagues has increased considerably and each of them is creating tremendous work in effective working conditions.

Are all the brands of your company produced in your facility? Apart from your own brands, do you also import brands?
Since the eyewear sector is seen at high levels in terms of being a trend in Turkey and in the world and in order to do our job completely, we continue our work by paying special attention to each of our brands. There are eleven brands in total within our company.

We know that you export your products to many countries. Which promotional activities do you prefer to strengthen your international sales?
In our international sales, we carry out the process together with our Foreign Trade Department. This department is responsible for the packaging of the products, the delivery of the products to the company that will make the delivery, the receipt and satisfaction of the product; It provides 24/7 communication support to each company. The most important process of our business starts after the products are received. The reason for this is the motto we have adopted as a company; “The biggest advertisement is the reference.”

As a manufacturer company that increases its capacity more and more every year, are you able to get the necessary support from the government for your investments? What are your expectations?
As Göral Gözlük, we are a company with an active customer portfolio and a production network that is growing day by day. We do not receive any support from the government. Our state will definitely have more incentive studies for production. We demand these to be expanded.

In our previous interview, you mentioned that you attach importance to R&D and innovation. Could we talk about the innovations and goals that await Göral Glasses in the new period?
We are concentrating on R&D studies and we aim to support these projects that are more widely demanded and to shape our products in a better quality and more qualified form. An innovative approach will surely take every organization much further.

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 think that your magazine 4 your eyes is a successful publication in the sector in order to keep up with the current news in Turkey and in the world. At the same time, I am aware that the magazine informs its readers about the development and innovations of many companies that are well-known or lesser-known in the sector. We would be happy if elements such as magazines and newspapers evolve according to the development of the internet and our speed of access to news and create digital publications. Because I am a strict follower of 4 your eyes, which draws a reliable profile to reach the right information. I wish you continued success.

April 2023

“We believe that Silmo Istanbul offers an ideal environment and opportunity to expand our customer range and reach a wider audience.”

Hello Mr. Şahin… First of all, could you introduce yourself a little bit and tell us about how you personally crossed paths with the optical industry?
Hello… I am Yavuz Şahin Türkeli. First of all, we would like to thank 4 your eyes family for this interview. Türkeli Tekstil is an Izmir-based company established in 2016. As a result of our product researches since our establishment, we have determined that there is such a gap in the optical sector for eyeglass cases and bags, and as Türkeli Tekstil, we decided to direct a branch of our product range to the optical sector. Since our inception, we continue to serve both at up country and abroad by increasing our design diversity and increasing our product range.

What are the differences of eyeglass case and bag design from other accessory cases? Can you share the approval process of the designs?
As Türkeli Tekstil, we of course attach importance to the designs of our products being aesthetically stylish and striking. While preparing our luxury eyeglass cases and bags, we are primarily inspired by the demands of our customers and the latest trends. However, only aesthetic elegance and elegance is definitely not enough for us. For this reason, every case and glasses case produced in our company is specially designed to prevent damage to the material placed inside. Our primary goal is to provide the optimum level of protection, which is the function of the product.

Could you give information about your facility where you produce your products and its capacity?
As Türkeli Tekstil, we continue our activities in an area of two hundred and fifty square meters, which includes our production, storage, quality control and management buildings. Our business meticulously produces approximately two thousand five hundred pieces of eyeglass cases and bags per day.

What is your strategy for expanding your distribution and sales network?
As a newly established company, we are very attentive to announce our business and products to the masses. For this purpose, we are developing both our distribution and sales network through the work of our well-equipped staff promoting our company and products in the market, our advertisements on digital platforms and my personal customer visits. At the same time, thanks to our presence at the Silmo Istanbul Optical Fair, which we have been participating in for two years, we are increasing our customer potential and our place in the market day by day.

Do you also produce product boxes or bags for different sectors?
Yes, we also prepare products for different sectors other than the optical industry. I can count the stationery, cosmetics and jewelry sectors among them. We produce promotional bags according to customer demands in these sectors. We have recently started to produce laptop and tablet cases in line with the demands of our customers. We will continue to produce aesthetically stylish and remarkable cases and bags that ideally protect the products placed in them.

Do you follow international fairs and what are your thoughts on this subject?
I believe that following international fairs closely is of great importance in terms of discovering sectoral innovations, the latest trends, expanding your horizons as a manufacturer and perhaps most importantly, capturing business opportunities. For this reason, as Türkeli Tekstil, we are determined to take initiatives to take our place in these fairs in 2023.

What are your evaluations about Silmo Istanbul Optical Fair, which you have been among the exhibitors for two years, and what are its contributions to your company?
We think that Silmo Istanbul Optics Fair offers an ideal environment and opportunity to expand our customer range and reach a wider audience as a company that can be considered new in the sector and produces eyeglass cases and bags. As Türkeli Family, we are happy to be one of the exhibitors of Silmo Istanbul, which manages to go further than the previous year and expands its impact area every year.

Thank you very much for giving an interview to our magazine. Finally, could we learn your views on 4 your eyes and its evolution into digital publishing?
4 your eyes is a magazine that truly guides the optical industry with all its content. I believe that with its transition to the digital platform, it will reach more readers and thus expand its sphere of influence. I would like to thank you for all the effort you put into the sector and for this interview. I wish you continued success.

March 2023

With the Silmo Istanbul, Turkey became a powerful supplier for its geography. For seeing the latest trends in the industry, getting to know the sub-sectors that support the industry and finding new customers, Silmo Istanbul is the right address.

You have several companies and activities under one roof. Which groups do you work with and when did your path cross with the optics industry?
Thank you for your interest. Our company started its activities in Tahtakale in 1985 with the watch trade. After working only in the watch industry for many years, we entered the eyewear industry with the production and sale of licensed children’s eyeglasses in 2005. Then we obtained the production and sales licenses of the world-famous sports brand Slazenger and the fashion brand Lee Cooper, and expanded our eyewear portfolio with our own brands Belmond and Quantum. We have currently reached a considerable size in the market with our four brands. We took our first step in the retail sector in 2013, and we continue to grow steadily since our incorporation of the Konyalı Saat store chain in 2019.

In the recent years, the conditions of competition have become quite difficult. Which communication tools do you find more effective for marketing and sales?
The breakthroughs we made in the field of communication especially got a lot of attention this year. We can give the example of our Teoman X Quantum cooperation, which we talked about a little while ago. Digital, TV and outdoor advertisements were also very effective for our brands in the 2022 solar season. Digital and social media communication is indispensable in today’s conditions, as such our communication in these channels continues throughout the year. We also highly value our commercial marketing efforts for our retailers. Visual applications and promotional materials that will highlight our brands, especially in their stores, our retailer meeting where we explain our brands and present our new products, our participation in the organizations of cooperatives and Silmo Istanbul Optical Fair have all become the traditional elements of our retailer communication.

You were elected as the Chairman of the Opticians and Watchmaking Professional Committee in the Istanbul Chamber of Commerce elections held last year. We wholeheartedly congratulate and support you. What are the issues that you see as a problem in the sector that need to be fixed? What should we do or not do for the future of our industry?
First of all, I would like to thank all our industry stakeholders for their support to me and the committee members. Our domestic production companies and importing companies, such as ourselves, have different problems. As such, our aim is to address all the problems of the sector, to develop our sector with all stakeholders and to increase the competitiveness of our companies, especially in international markets. The biggest problem of importing companies is the additional taxes on imports, these taxes unfortunately increase our costs severely. Additional taxes make European brands much more advantageous in competition and make it very difficult for us to offer quality products to our citizens at reasonable prices. In the past days, we held separate meetings with importers and domestic producers, and we came to a joint decision to reduce the additional taxes to a level that would satisfy both the importers and producers. We conveyed this joint decision to the ITO management with a petition to be submitted to the Ministry of Commerce. I would also like to briefly mention other sector problems that we conveyed to the ITO and the Ministry of Trade. Tests applied at customs; TAREKS, reducing the 10% customs tax paid by exporters for spare parts is also our priority. In addition, organizing national participation under the roof of our chamber in Silmo and Mido Fairs, in which at least 30-35 domestic optical manufacturers participate individually, is another issue we are working on.

You will attend Mido Fair, which will be held between 4-6 February. This will be your first foreign fair experience. How did you decide to participate in a fair held abroad and what are your expectations? (You can add if you are going to also attend other fairs.)
First of all, I would like to state that we are very excited about our global adventure, which we will start with Mido Fair. We have been attending Mido Fair as visitors for many years to follow the trends and meet new manufacturers. We export to 60 countries in our watch business. It was time to combine the export success and experience we achieved in watches with our claim in the eyewear industry. This year, we will exhibit the collection of our Lee Cooper brand, for which we have obtained the license rights for only about 40 countries, at the Mido Fair, and our focus will be Lee Cooper. Our aim is to open our other brands to international markets in the coming years. This year, we will also continue to participate in Silmo Paris and, as with every year, Silmo Istanbul Optical Fair.

You have been participating as an exhibitor in Silmo Istanbul, which has been held since 2013. Can you evaluate the development of Silmo Istanbul and the sector in the last 10 years?
While Silmo Istanbul Fair was a local fair both in terms of visitors and exhibitors in the first years, it has reached the international fair category in recent years now. For the last few years, we have been hosting many visitors from both the Balkan countries and the Middle East at our stand. This is the most concrete proof that Turkey has become a powerful supplier for its geography. In addition, the experience of both participating companies and you as the organizer has increased in the last 10 years. Silmo Istanbul Optical Fair is an organization that has proven itself, one that gives a strong momentum to the sector. It is an indispensable organization for us to see the latest trends in the industry, to get to know the sub-sectors that support the industry, and to find new customers.

4 Your Eyes Optical Magazine will continue with “Digital Publication” as of 2023. Can we get your thoughts on this radical innovation?
As with everything else, the publishing industry is adapting to the times. I think it is a great advantage for subscribers to have access to the magazine digitally from anywhere. At the same time, reducing paper consumption is definitely an environmentally friendly approach. As Arıkan, we support this change made for these reasons. As in the past, we will continue to follow and take place in the magazine with our news and advertisements.

February 2023