NOVUS OPTİK
The Art of Eyewear
Thanks to the devoted efforts of Silmo Istanbul, the optical sector has gained a stronger structure. We believe that the growth in this field will continue in the future.
Hello Mr. Fikret. First of all, could you tell us a little bit about yourself and the story of your optical sector journey?
Hello, I was born in Ankara in 1961 and grew up in the optician business as it was my father’s profession. After my father passed away, I took over the management of our shop with my mother. After university, I worked as a manager in different sectors, but I was excited to return to the eyewear industry. In 1994, I started working as a manager at Standard Gözlük Endüstri Anonim Şirketi and during this period of my career, I saw many innovations in the optical industry. After retiring from Luxottica, I returned to the industry in 2022. With a few old friends, I established Novus Optik Anonim Şirketi and stepped back into the world of optics.
We know that you are the distributor of Italart Eyewear brand in Turkey. What would you like to share with our readers about the brand?
Italart Occhiali, based in Forni di Sopra, in the foothills of the Alps, is an independent eyewear company driven by a passion for creating extraordinary eyewear. From the use of innovative technologies such as 3D printing to in-house developed methods for producing raw materials, Italart continues to push the boundaries in eyewear production, while remaining true to its artisanal roots. This commitment to bringing innovative eyewear to consumers is demonstrated by the Italart One & Only and Italart Air 3D collections. A fusion of art and individuality, the signature collection Italart One & Only represents the highest level of artisanal production. These frames are meticulously crafted from acetate sheets using a special process developed by Italart. The result is a vibrant, colorful collection where each frame is a unique work of art and no two models are alike in their color patterns. With designs that follow fashion trends, these frames are designed for those who want to embrace individuality and stand out. A truly exclusive collection, produced in very limited numbers. Italart Air 3D is a collection where innovation meets sleek and sophisticated design. Made with beta titanium temples, each frame is uniquely lightweight, with unbreakability and a weight of only 6 grams. The frames are engineered for ultimate comfort with a screwless hinge and nosepiece design that ensures a comfortable fit for all-day wear. At Novus Optik, we believe that eyewear is more than just a practical accessory; it is a reflection of individuality, art and advanced technology.
What differences and innovations do you aim to bring to the optical industry with Italart?
The uniqueness of our collections is truly remarkable. Each one is carefully designed to offer our users special and unique experiences. The One & Only collection appeals to everyone’s taste with different color combinations. Thanks to the raw materials produced in-house by our suppliers, each product is completely unique and tailored to the personal taste of the user. This makes people feel special. On the other hand, the 3D Air collection is one of the rarest products in the industry. Produced by only a dozen or so manufacturers all over the world, this type of glasses stands out for its innovative designs and quality production. We aim to offer our users an unforgettable experience with 3D technology. As a result, we continue to lead the industry with the uniqueness and quality of our collections. Thanks to the expertise and creativity of our suppliers, we always strive to offer the best to our users.
Does Novus Optik plan to add new brands or create its own?
In the near future, instead of adding new brands, we will focus on increasing the promotion and sales of our existing Italart One & Only and 3D Air collections. I believe that this strategy will help the brand gain a stronger foothold both in Turkey and in the international market.
What is your strategy for expanding your distribution and sales network?
Although the production of our collections is limited, this situation offers us special opportunities. By knowing our target audience well, we plan to cooperate with sales points that understand the value of our products. We aim to increase the reputation of our brand by establishing quality collaborations. At this point, I should mention that our growth strategy is slow but steady. By taking the right steps through market research, we plan to first establish a strong presence in certain regions and then expand this success. In this process, we will always prioritize customer satisfaction by focusing on quality. Sustainability also stands out as one of our most important values. We prioritize environmentally friendly approaches in our production and use effective communication strategies to strengthen our brand image. In this way, we both increase the value of our products and aim to create a reliable brand.
As Novus Optik, which promotion and marketing methods do you use to increase brand awareness? What are your prominent projects in this regard?
The strategy we have prepared to promote the One & Only and 3D Air collections of the Italart brand aims to increase the brand’s visibility in the market and gain a stronger position in the international arena. To this end, we will analyze customer demand and current fashion trends to identify which products stand out. We will also clarify our target audience by defining ideal customer profiles. We will establish partnerships with prestigious eyewear stores and create special display areas for Italart products. These areas will emphasize the quality of our brand. We aim to reach a wide audience through social media and traditional media channels. We will also attract media attention by organizing remarkable launch events. As the last pillar of our planning, we will organize product trial events for customers to experience the collections. Taking feedback into account, we will develop innovative solutions to increase customer satisfaction. With this strategy, we aim to strengthen the Italart brand’s position in the international market and increase brand awareness.
Do you follow international fairs and what are your thoughts on this
International optical fairs offer many advantages to businesses. It is an excellent opportunity to follow innovations in the industry, discover new markets and make valuable contacts. They are ideal for learning about industry trends and analyzing competitors. Also, interacting directly with customers to get feedback is an effective way to increase brand awareness. In conclusion, participating in international fairs plays an important role in helping businesses achieve their strategic goals.
As an exhibitor, how would you evaluate the 11th Silmo Istanbul Optical Fair, which was held with its new and larger service area?
It is a great pleasure for us to contribute to the development of Silmo Istanbul Optical Fair over the years. Being one of the exhibitors of Silmo Istanbul offers the opportunity to follow the innovations in the sector and establish connections. The new experiences gained during the fair have made significant contributions to both us and our industry. Thanks to the devoted efforts of Silmo Istanbul, the optical industry has gained a stronger structure. We believe that the growth in this field will continue in the future. We will continue to enrich our Silmo Istanbul experience with more innovations and participation in the coming years.
Thank you for this valuable interview. Finally, what are your thoughts on our magazine 4 your eyes?
Following the developments in the sector is very important for businesses. In a rapidly changing business world, having up-to-date information plays a decisive role in providing competitive advantage. As a sectoral magazine, 4 your eyes makes it easier for us to follow trends, understand competitors’ strategies and spread innovative ideas. It also strengthens communication within the sector and increases cooperation. 4 your eyes enriches us with different perspectives and expert opinions. This provides opportunities for continuous learning and development. In short, for industry players, publications like 4 your eyes accelerate the flow of information and make competition healthier.
December 2024